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We want to inform you on couple of changes WhatsApp will be having in next couple of months. The first change is coming April 1st and is related to introducing four new template categories when communicating with your customers. The second big change is coming June 1stand is related to a price change that will follow these template/conversations categories changes.
Authentication templates are our most restricted. Businesses must use WhatsApp’s preset authentication message templates, which includes optional add-ons like security disclaimers and expiry warnings. In addition, authentication templates must configure a one-time password button (copy code or one-tap).
URLs, media, and emojis are not allowed for authentication template content or parameters. Additional length restrictions of 15 characters also apply to parameters.
There will be three business-initiated conversation categories (all of which require customer opt in):
The fourth category is service conversations – all user-initiated conversations will be categorized as service conversations, which help customers resolve inquiries. More details on template guidelines can be found here.
No action is required on your part. On April 1, 2023, Meta will update your WhatsApp Business Manager accounts to reflect the new template categories. You’re welcome to review these changes to make sure everything looks in order. On the off chance that you disagree with the template category assigned to a template, you can directly appeal to Meta from within the WhatsApp Manager. Please note that you can only appeal until May 15, 2023, after which Meta will close the appeal forms. Read more here about timelines and the process for appealing an incorrect template assignment.
When a template is delivered, it opens a new conversation of that category and incurs the charge of that conversation category, unless the template is delivered during an open conversation of that category. (For example, if a utility conversation is open and a marketing template is delivered within that open conversation, a new, separate marketing conversation is opened, and marketing conversation charge is initiated.) However, sending multiple templates of the same category within an open conversation will not incur additional charges.
Service conversations will still only be initiated when no other conversation window is open and a business responds to a user with a free form message within the 24-hour customer service window. If a business replies to a user with a template message or sends a template message in an open service conversation, this opens a new conversation based on the template category.
Charges for conversations are based on the user’s country code. A user here is defined as the customer that your business is communicating with. Rates for business-initiated and user-initiated conversations vary by country or region.
NOTE: Please refer to Meta’s new rate cards to estimate the pricing changes you may incur, noting again that business-initiated conversations will no longer be included in the free tier.
IMPORTANT: Business-initiated conversations will no longer be included in the free tier. Each WhatsApp Business Account (WABA) will receive 1,000 free user-initiated conversations per month.