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Note: CX platform only provides one platform for users to support WhatsApp usage and operations. But the WhatsApp conversation cost, users shall pay for Meta or WhatsApp BSP, not for CX provider. |
1. Conversation Categories
Conversations are categorized with one of the following categories:
Marketing — Enables you to achieve a wide range of goals, from generating awareness to driving sales and retargeting customers. Examples include new product, service, or feature announcements, targeted promotions/offers, and cart abandonment reminders.
Utility — Enables you to follow-up on user actions or requests. Examples include opt-in confirmation, order/delivery management (e.g., delivery update); account updates or alerts (for example., payment reminder); or feedback surveys.
Authentication — Enables you to authenticate users with one-time passcodes, potentially at multiple steps in the login process (e.g., account verification, account recovery, integrity challenges).
Service — Enables you to resolve customer inquiries.
Marketing, utility, and authentication conversations can only be opened with template messages. Service conversations can be opened with any type of message other than a template message.
See Message Types to learn more about the various types of messages you can send to customers.
2. Opening Conversations
Conversations are opened when you send a message to a customer under the following conditions.
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For additional examples, see Meta pricing explainer PDF.
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3. Authentication-International Rates
Rates vary based on conversation category and country/region rate. You can download the rate card below that corresponds to your WhatsApp Business Account's currency to see our rates by country/region for each conversation category.
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