Updates to marketing and utility Whatsapp Business API message rates starting August 1, 2024

Meta, parent company of Whatsapp Business API decided to make marketing campaigns more effective and Utility message campaigns more affordable starting from 1 August 2024.

A new notification has been arrived on all our users WABA panel under Whatsapp Manager. It says :

Updates to marketing and utility rates starting August 1

We continue to invest to ensure WhatsApp remains a healthy ecosystem that drives value, providing a great experience for users and strong performance for businesses. Starting August 1, we are updating rates for marketing and utility on our platform to reflect this.

In Nutshell, the pricing changes are as below, the message rate varies from country to country. Meta is reducing Utility, Authentication Message rates and Slightly Increasing Message rates for Marketing category messages. The purpose is to drive more use cases towards Post-Sales service leveraging Whatsapp Business API and making marketing more effective by giving relief to your end users.

Utility Messages:

• Description: These are direct, valuable messages such as transaction notifications, delivery updates, and customer support interactions.
• Cost Change: The price will decrease significantly across various markets.
• Effective Date: August 1, 2024.
• Specific Reductions:
  • India: 67%
  • Brazil: 77%
  • Mexico: 62%
  • Saudi Arabia: 54%
  • UAE: 21%

Marketing Messages:

• Description: These include promotional and marketing content. The emphasis is now on targeted, interactive messaging to improve engagement and reduce spam.
• Cost Change: The price will increase to encourage higher standards and more effective marketing.
• Effective Date: October 1, 2024.
• Specific Increases:
  • India: 8%
  • Saudi Arabia: 12%
  • UAE: 13%

Authentication Messages:

• Description: These messages are critical for tasks like OTPs, account verification, and account recovery, ensuring a higher and immediate read rate.
• Cost Change: The price has been reduced to make these high-priority messages more cost-efficient.
• Effective Date: July 1, 2024.
• Specific Reductions:
  • India: 7%
  • Brazil: 71%
  • Mexico: 62%
  • Indonesia: 17%

In India : Marketing – Rs. 0.7846 (Earlier – Rs. 0.72)| Utility – Rs. 0.115 (Earlier – Rs. 0.29) | Authentication – Rs. 0.115 (Earlier – 0.29)| Authentication International – Rs. 2.3 | Service – Rs. 0.2906

For detailed Pricing updates, country wise : Refer this Link

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