WhatsApp Business API provides more than just sending messages. It allows businesses to engage in broadcast marketing and much more. It’s worth noting that, unlike the standard WhatsApp Business App, WhatsApp Business API does have associated costs.
Now, let’s delve into the pricing structure for WhatsApp Business API conversations. You can still send free messages using the WhatsApp Business App, but it is somewhat limited without the features of WhatsApp Business API.
What is Cost per Conversation?
The WhatsApp Business API charges per conversation, not per individual message. These conversations are 24-hour message threads between your business and your customers. Charges apply when your sent messages are delivered to customers. Below, we provide more information on how a conversation is initiated and classified.
Types of WhatsApp Conversations
WhatsApp classifies conversations into a few types:
- Marketing: Helps with various goals like creating awareness, boosting sales or reconnecting with customers. It includes product or service announcements, targeted deals, and reminders for abandoned carts.
- Utility: Used for managing follow-ups on user actions or requests. This could involve confirming opt-ins, managing orders/deliveries (like delivery updates), account updates (like payment reminders), or feedback surveys.
- Authentication: Useful for user verification through one-time passcodes. This might be needed at different stages in the login process, like account verification, account recovery, or integrity checks.
- Service: Aids in addressing customer queries.
Marketing, utility, and authentication conversations require template messages to start. Service messages, on the other hand, start with free-form messages.
To understand the technicalities of each conversation type, check out this guide by Meta.
Cost per Conversations by Country
Let’s look into the cost per conversation on WhatsApp Business API by country. Here is the price list from Meta, effective from 1st June 2023 and subject to changes by the time you read this.
| Market | Currency | Marketing | Utility | Authentication | Service |
|---|---|---|---|---|---|
| Argentina | $US | 0.0618 | 0.0408 | 0.0367 | 0.0316 |
| Brazil | $US | 0.0625 | 0.035 | 0.0315 | 0.03 |
| Chile | $US | 0.0889 | 0.0586 | 0.0527 | 0.0454 |
| Colombia | $US | 0.0125 | 0.0085 | 0.0077 | 0.006 |
| Egypt | $US | 0.1073 | 0.0687 | 0.0618 | 0.0644 |
| France | $US | 0.1432 | 0.0768 | 0.0691 | 0.0859 |
| Germany | $US | 0.1365 | 0.0853 | 0.0768 | 0.0819 |
| India | $US | 0.0099 | 0.0042 | n/a | 0.004 |
| Indonesia | $US | 0.0411 | 0.02 | 0.03 | 0.019 |
| Israel | $US | 0.0353 | 0.0188 | 0.0169 | 0.018 |
| Italy | $US | 0.0691 | 0.042 | 0.0378 | 0.0386 |
| Malaysia | $US | 0.086 | 0.02 | 0.018 | 0.022 |
| Mexico | $US | 0.0436 | 0.0266 | 0.0239 | 0.0105 |
| Netherlands | $US | 0.1597 | 0.08 | 0.072 | 0.0891 |
| Nigeria | $US | 0.0516 | 0.0319 | 0.0287 | 0.031 |
| Pakistan | $US | 0.0473 | 0.0253 | 0.0228 | 0.0142 |
| Peru | $US | 0.0703 | 0.0419 | 0.0377 | 0.0179 |
| Russia | $US | 0.0802 | 0.0477 | 0.0429 | 0.0398 |
| Saudi Arabia | $US | 0.0406 | 0.0252 | 0.0226 | 0.0195 |
| South Africa | $US | 0.0379 | 0.02 | 0.018 | 0.0168 |
| Spain | $US | 0.0615 | 0.038 | 0.0342 | 0.0369 |
| Turkey | $US | 0.0109 | 0.0093 | 0.0083 | 0.003 |
| United Arab Emirates | $US | 0.034 | 0.0198 | 0.0178 | 0.019 |
| United Kingdom | $US | 0.0705 | 0.0398 | 0.0358 | 0.0388 |
| North America | $US | 0.025 | 0.015 | 0.0135 | 0.0088 |
| Rest of Africa | $US | 0.0225 | 0.016 | 0.0144 | 0.0363 |
| Rest of Asia Pacific | $US | 0.0732 | 0.0472 | 0.0425 | 0.0224 |
| Rest of Central & Eastern Europe | $US | 0.086 | 0.0619 | 0.0557 | 0.025 |
| Rest of Latin America | $US | 0.074 | 0.0494 | 0.0445 | 0.0423 |
| Rest of Middle East | $US | 0.0341 | 0.0198 | 0.0178 | 0.0218 |
| Rest of Western Europe | $US | 0.0592 | 0.042 | 0.0378 | 0.0397 |
| Other | $US | 0.0604 | 0.0338 | 0.0304 | 0.0145 |
Note: Authentication templates are not available in India.
If you notice, WhatsApp marketing conversations typically have higher rates compared to other types of conversations. For instance, the cost per WhatsApp marketing conversation in Malaysia is about RM0.40, which is approximately four times greater than other conversation types.
Marketing aside, it is worth considering WhatsApp Business API for utilities and authentication as the open rate on WhatsApp is higher than SMS as you can imagine.
If this seems a bit complex, don’t worry. Feel free to get in touch with us if you’re interested in setting up a WhatsApp Business API for your brand in Malaysia.
