WhatsApp is not just a messaging app, but also a business tool. It allows companies to communicate with customers quickly, easily, and securely, establishing strong bonds and building brand loyalty. WhatsApp API is the way to connect your business to your customers on the most widely used messaging app in the world. With the WhatsApp API, it's possible to send high-quality, secure, and personalized messages, improving customer satisfaction, loyalty, and sales.
In 2023, WhatsApp updated its business model, introducing new conversation categories, message types, and pricing. In this text, we will review the main changes to the WhatsApp API in 2023 and how they impacted businesses that use the service.
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New conversation categories and message types
Before 2023, companies could interact with end users in two types of conversations: company-initiated conversations and user-initiated conversations. From April 1, 2023, the message template categories were changed, and when submitting a template for approval, it was necessary to select a new category. Starting June 1, 2023, new conversation types and pricing were launched.. The conversations initiated by companies were divided into:
Marketing: Conversations initiated by businesses to market a product or service to customers, such as relevant offers for customers who have signed up to receive messages. Any conversation initiated by businesses that does not qualify as authentication or utility also falls into this category.
Utility: Conversations initiated by businesses related to a transaction, including post-purchase notifications and billing statements.
Authentication: Conversations initiated by companies that allow them to authenticate users with one-time passwords during the login process, account recovery, and security tokens.
The conversations initiated by the user have been renamed to:
Services: Any conversation initiated by the user, such as a support request.
New rules for conversation sessions
For marketing, utility, and authentication conversations, the conversation begins when a message template is sent and delivered to the end user. For service conversations, the conversation begins when there are no other open conversations and the company responds using a free-form message within 24 hours of the customer service request, and this message is delivered to the end user. After delivery, a 24-hour session begins, during which the company can send one or more messages (depending on the conversation type) without additional charges. Companies cannot use a template from one category (e.g., utility) to send messages from a different category (e.g., marketing). If the company sends a message type that does not match the open conversation type, a new conversation is initiated and separate charges are applied.
New prices for conversations
Prices for conversations vary depending on the type of conversation.The end user's country and the company's currency. Prices are charged per message sent and delivered. Pricing for marketing conversations is higher than pricing for utility, authentication, and service conversations.Furthermore, starting March 1, 2023, conversations initiated by users through free entry points, such as QR codes and links, had their response window extended from 24 hours to 72 hours.
What businesses need to know about the changes to the WhatsApp API in 2023.
Changes to the WhatsApp API in 2023 brought new opportunities and challenges for businesses that use the service. On the one hand, companies were able to benefit from new ways of communicating with customers, such as single-use password authentication and extended support window times. On the other hand, companies had to adapt to new conversation categories, message types, and pricing, which required a review of communication and marketing strategies. Marketing messages were formalized (officially allowing the sending of promotional messages). Companies also had to be aware of WhatsApp's rules and policies, which aim to guarantee the quality, security, and privacy of conversations.
Matrix and WhatsApp API
The API is the perfect solution to serve your customers with speed and quality, reducing purchase time and increasing conversion.With WhatsApp automation, you can create amazing and satisfying experiences for consumers and users, as well as optimize internal processes and company results.
THE Matrix Go It is an official partner of Meta (owner of WhatsApp) and has the best management of Chatbots and Artificial Intelligence to integrate the API into your business. In 2023, Matrix kept up with all the changes to ensure excellent service for its clients, and 2024 will be no different. We'll be ready to offer the best automation service, helping you communicate better with your customers and stand out in the market. Talk to one of our specialists and become part of Matrix!
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