01-11-24 - Official WhatsApp API: New Rules, More Benefits for Businesses
In recent months, Meta announced important changes to the Official WhatsApp Business API. These changes will make the channel easier and cheaper to use, both for support and for marketing.
What changes in the official WhatsApp API?
1. Inbound conversations will be free As of November 1, 2024, there will no longer be charges for inbound conversations (when the customer initiates contact). Previously, companies could have up to 1,000 such conversations per month for free. Now, that limit will cease to exist.
👉 Practical example: If a customer contacts you to ask a question or make a complaint, you will not pay anything, regardless of the number of messages exchanged. This is great for those who use WhatsApp as their main support channel.
See the REAL example from one of our clients:
2. Charging per message instead of per conversation As of April 1, 2025 (hopefully it's not a lie), the billing model will change. Today, you pay for "24-hour windows" — that is, the first message sent within that period is charged, but subsequent messages are not.
With the change, billing will be done per message sent, making costs more precise.
👉 Why is this good? Meta wants to avoid spam and encourage truly relevant messages. If your company is precise in its communications, the change may even reduce costs.
👉 Practical example:
You send one marketing message and two utility messages (like order status). Each message will be billed individually.
But if the customer is already in an active conversation with you, only the marketing message will be charged.
3. Free utility messages in open conversations Another update: starting April 1, 2025, utility messages (such as order updates or delivery status) sent within an active conversation will be free.
👉 Practical example: A customer makes a purchase and you answer their question. While that conversation is active, you can send shipping or payment notifications without paying anything.
Why is Meta changing this?
These changes aim to:
Transparency: Companies will have more clarity about communication costs.
Efficiency: Reduce spam and ensure that each message has more value for the customer.
Incentivize usage: Companies that provide good customer service will have lower costs, encouraging quality interactions.
Sectors such as e-commerce, logistics and financial services will be especially benefited, as they rely on notifications and real-time support.
How to adapt to the changes?
1. Invest in automation
Set up chatbots to respond quickly within the free 24-hour window. This increases engagement and avoids unnecessary charges.
👉 Practical example: Use a bot to confirm orders or answer frequently asked questions as soon as the customer gets in touch.
2. Review marketing messages
Since marketing messages will always be charged, create more assertive and personalized texts to increase the chances of engagement.
👉 Tip: Include clear and direct promotions, such as: "Hi, Maria! We have 20% off the products you left in your cart. Enjoy it until tomorrow!"
3. Take advantage of free messages within the support window
Whenever possible, send important updates while the conversation is active.
👉 Practical example: After resolving a customer's question, send the order status or payment details within the same flow. This way, you save and keep the customer informed.
What changes for companies that use the WhatsApp API?
In addition to billing changes, Meta is updating the API's technical data. If you already use a platform like SprintHub, you don't need to worry — the changes will be applied automatically.
Conclusion: More simplicity and savings
These changes bring great opportunities for companies that use WhatsApp as a tool for sales, marketing, or support.
With the right strategies, it is possible to:
Reduce costs by making the most of free messages.
Optimize marketing campaigns to generate more results.
Improve customer service with efficient automation.
Take advantage of this new phase of WhatsApp to further professionalize support and strengthen customer relationships. If used well, these changes can be a game changer for your company!
For more information about the new pricing models, visit: https://developers.facebook.com/docs/whatsapp/pricing/updates-to-pricing/
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