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A quick 🧵 about WhatsApp's new pricing for transactional messages.
I think both interactions and spam will go up. Here is why
Many companies will shift from SMS to WhatsApp because they often reach active customers twice a day when they're most engaged—during sign-up and after 7 days.
For a 24-hour session, the price has dropped from 34.5 paise for 3 messages to 11.5 paise. This means it now costs about 3.84 paise per message, down from 11.5 paise per message.
The telecom operator and TRAI aren’t involved, which might lead to them losing some market share and money.
International companies like Amazon, which used to pay a lot for SMS and even for WhatsApp, can now use WhatsApp at a much better price.
And this is just the start. If companies use WhatsApp to gather information or follow up with customers, engagement will likely go up even more.
WhatsApp has been steadily pushing SMS out of the market for a while now. First, it started with regular messaging. Next, it introduced business messaging. And now, with the new pricing changes, it’s making another big move.
"“Effective August 1, 2024, we are lowering rates to be competitive with alternative channels and encourage businesses to bring more end-to-end post-purchase customer journeys to WhatsApp,”
The reduced rates are, however, only applicable for one-time authentication (OTPs), order/delivery managements, account updates, payment reminders, or feedback surveys. For marketing and sales messages, WhatsApp has, in fact, increased the rate by 8% to Rs 0.78 per conversation to prevent the platform from becoming a spam channel. The revised pricing will be applicable effective October " - via ET.
Not just SMS, but Google's RCS too.
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"“Effective August 1, 2024, we are lowering rates to be competitive with alternative channels and encourage businesses to bring more end-to-end post-purchase customer journeys to WhatsApp,”
The reduced rates are, however, only applicable for one-time authentication (OTPs), order/delivery managements, account updates, payment reminders, or feedback surveys. For marketing and sales messages, WhatsApp has, in fact, increased the rate by 8% to Rs 0.78 per conversation to prevent the platform from becoming a spam channel. The revised pricing will be applicable effective October " - via ET.