Starting from June 1st, 2023, Meta will complete the transition from a pricing model for WhatsApp Business API account that took into account the quantity of UIC/BIC managed by a company to a model based on the type of conversations a company has with its customers during a calendar month.
The company has three main categories of conversations that it can initiate with customers:
- Service Conversations: this category includes all conversations started by the customer. Service conversations allow customers to get answers to their questions, request assistance, or obtain general information. For example, a customer might contact the company to inquire about a product, request a refund, or report an issue.
- Utility Conversations: these conversations are aimed at facilitating a specific and agreed-upon request or transaction with the customer. For example, they can assist with order management, provide assistance on a product, or provide updates on the status of an ongoing transaction. Utility conversations also include post-purchase notifications and recurring statements.
- Marketing Conversations: these conversations involve promotions, offers, informational updates, or invitations for customers to respond or take action. They are aimed at providing business information and promoting the company's products or services. This type of conversation is typically used for sending broadcast messages.
Therefore, service conversations represent all conversations initiated by the customers themselves, while utility and marketing conversations are initiated by the company using a pre-approved template from WhatsApp.
How can you distinguish between a Utility conversation and a Marketing conversation?
To differentiate between the two types of conversations, WhatsApp requires approval of message templates that specify the category that best corresponds to the type of message you want to send to customers.
Our team will be available to assist you in the approval of Utility template messages for daily communications with your customers, while for promotions or mass marketing campaigns, you can use Marketing template messages through our broadcast transmission module.
How much do the different types of conversations cost?
The cost for each type of conversation depends on the country of the phone number with which we are conversing on WhatsApp. At the bottom of this article, we indicate the cost per conversation category as indicated by Meta on the official pricing page.
What does my Callbell plan include?
If you choose to integrate WhatsApp with Callbell via Cloud API, the billing of the variable cost generated will be directly charged to the payment method you have associated in your Meta Business Manager under the WhatsApp Cloud API account settings.
If you choose to integrate WhatsApp with Callbell via BSP, your Callbell plan will cover the costs applied by WhatsApp up to a maximum budget of €50 (or $54) per month for every 10 active agents. For most of our clients, this budget is sufficient to fully cover the direct cost of the conversations, which is billed by Meta (WhatsApp) to Callbell. Callbell assumes, on behalf of our clients, the cost applied by WhatsApp for the use of a WhatsApp Business API account and, if the cost billed by Meta for the conversations does not exceed the budget assigned to your subscription, no additional cost will be charged.
If the cost for the volume of conversations managed during a calendar month exceeds the budget included in the plan, the difference will be charged at the beginning of the next month. Invoices for the excess consumption will be available in the Billing section of your Callbell account.
For any questions, information requests, or concerns, you can contact us at our WhatsApp number; our team will be happy to answer all your questions and, if necessary, arrange a call to provide details about how our pricing structure works.
Important: Callbell does not apply any surcharge on the excess consumption by the customer. The value billed to the customer considers the exact cost of WhatsApp, from which the amount included for WhatsApp in the Callbell plan is subtracted. The conversion rate used is indicated on the invoice and corresponds to the conversion rate provided by Google on the day the invoice is issued.
| Country | Currency | Marketing | Utility | Service |
|---|---|---|---|---|
| Argentina | $US | 0.0618 | 0.0408 | 0.0316 |
| Brazil | $US | 0.0625 | 0.0350 | 0.0300 |
| Chile | $US | 0.0889 | 0.0586 | 0.0454 |
| Colombia | $US | 0.0125 | 0.0085 | 0.0060 |
| Spain | $US | 0.0615 | 0.0380 | 0.0369 |
| Mexico | $US | 0.0436 | 0.0266 | 0.0105 |
| Peru | $US | 0.0703 | 0.0419 | 0.0179 |
| Rest of Latin America | $US | 0.0740 | 0.0494 | 0.0423 |
| Egypt | $US | 0.1073 | 0.0687 | 0.0644 |
| France | $US | 0.1432 | 0.0768 | 0.0859 |
| Germany | $US | 0.1365 | 0.0853 | 0.0819 |
| India | $US | 0.0099 | 0.0042 | 0.0040 |
| Indonesia | $US | 0.0411 | 0.0200 | 0.0190 |
| Israel | $US | 0.0353 | 0.0188 | 0.0180 |
| Italy | $US | 0.0691 | 0.0420 | 0.0386 |
| Malaysia | $US | 0.0860 | 0.0200 | 0.0220 |
| Netherlands | $US | 0.1597 | 0.0800 | 0.0891 |
| Nigeria | $US | 0.0516 | 0.0319 | 0.0310 |
| Pakistan | $US | 0.0473 | 0.0253 | 0.0142 |
| Russia | $US | 0.0802 | 0.0477 | 0.0398 |
| Saudi Arabia | $US | 0.0406 | 0.0252 | 0.0195 |
| South Africa | $US | 0.0379 | 0.0200 | 0.0168 |
| Turkey | $US | 0.0109 | 0.0093 | 0.0030 |
| United Arab Emirates | $US | 0.0340 | 0.0198 | 0.0190 |
| United Kingdom | $US | 0.0705 | 0.0398 | 0.0388 |
| North America | $US | 0.0250 | 0.0150 | 0.0088 |
| Rest of Africa | $US | 0.0225 | 0.0160 | 0.0363 |
| Rest of Asia Pacific | $US | 0.0732 | 0.0472 | 0.0224 |
| Rest of Central & Eastern Europe | $US | 0.0860 | 0.0619 | 0.0250 |
| Rest of Middle East | $US | 0.0341 | 0.0198 | 0.0218 |
| Rest of Western Europe | $US | 0.0592 | 0.0420 | 0.0397 |
| Other | $US | 0.0604 | 0.0338 | 0.0145 |