WhatsApp wants to become the primary channel for marketers for their campaigns and is introducing new, cheaper plans starting August 1, 2024.

WhatsApp Business is changing its conversion rates to position itself more strongly in the market. A conversion is traditionally a 24-hour cycle between buyer and seller to make a difference.

Today Meta works with four types of messages: marketing (Offers, Products), Utility (updates, payment status), Authentication (One-time passwords) and service (Customer service).

From August 1, 2024, tariffs will change drastically Utility:

• Netherlands: from 0.0663 euros to 0.0414 euros (-38%)
• Belgium and Luxembourg: from 0.0348 euros to 0.0248 euros (-29%)
• France: from 0.0636 euros to 0.0249 euros (-61%)

By drastically reducing these rates, WhatsApp wants to position itself more clearly among marketers as the primary channel to their customers.

This is the first pricing change Meta has made since changing conversion rates to per category instead of a flat rate.

Combating marketing spam

As WhatsApp Business grew, so did the number of spam messages. To counteract this, Meta has introduced stricter spam prevention rules in recent months.

Earlier this year, new rules for per-user marketing template message limits were tested in India. Meta doesn’t set a hard limit on the number of messages you can send, but it blocks messages that may get fewer reads. Despite this vague explanation, Meta is happy with the result and is now rolling out these policies globally.

WhatsApp Business is growing and will generate sales of 200 million euros within Meta in 2023.