Businesses will be able to appeal the category assignment by Meta.Īdditional changes to WhatsApp conversation-based pricing in 2023 Free entry point conversation update Meta will assign the categories to the templates automatically, so no action is required from users. The new Whatsapp conversation categories will be introduced and required from April 1 st, 2023. So, let’s take a closer look at how each category is defined:īusiness-initiated conversations that provide users with ongoing transaction status updates, post-purchase notifications, recurring billing statements, etc.īusiness-initiated conversations that provide users with one-time passcodes (OTP) during the login/registration process (account verification, password reset, account recovery, account removal, deactivation, etc.)īusiness-initiated conversations that focus on advertising, such as promotions, offers, back-in-stock alerts, calls to action, shopping cart abandonment notifications, etc.Īny user-initiated conversation, no matter the reason behind it. New WhatsApp categories explainedĪs mentioned earlier, the update will be made effective starting June 1 st, but the new conversation categories will be mandatory for template approval starting May 1 st, 2023. And this is the kind of result that Meta wants businesses to focus on more in the years to come. As an example, over 67% of businesses reported an increase in conversion rates due to the implementation of WhatsApp. Currently, WhatsApp is outperforming email and SMS in terms of open rates and conversion rates due to the relevance of business-initiated conversations and the low number of spam. Meta is looking to better match their WhatsApp conversation-based pricing and categories with the different stages of the customer journey. What is the reasoning behind this update? User-initiated conversations will be renamed to Service conversations.Business-initiated conversations will be split into three categories: Utility, Authentication, and Marketing.Starting June 1 st, 2023 – the categories will be redefined as follow: Meta has decided to completely change the current division of WhatsApp conversations into user-initiated and business-initiated. Introducing the new WhatsApp conversation categories
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