A Quick Guide to WhatsApp Pricing in South Africa

For businesses in South Africa, the WhatsApp Business API offers a powerful way to connect with customers. With WhatsApp’s immense popularity and high engagement rates, businesses can leverage this tool to drive growth and customer satisfaction. However, understanding the costs associated with the WhatsApp Business API can be complex. This guide provides clarity on WhatsApp pricing in South Africa, breaking down key factors to help businesses budget and manage costs effectively.

WhatsApp Business App vs. WhatsApp Business API: What’s the Difference?

Before diving into WhatsApp pricing specifics, it’s essential to understand the two main versions available for businesses:

• WhatsApp Business App: A free app designed for small businesses, allowing them to create a profile, add contact details, and automate responses to customer messages. Ideal for smaller-scale businesses managing limited conversations.
  
  

• WhatsApp Business API: Built for medium and large businesses, the API integrates with existing systems, such as CRMs and marketing tools, to handle high-volume messaging. This version offers more sophisticated capabilities, including automation and support at scale, with a per-message cost. The API is particularly valuable for companies looking to drive customer engagement in a scalable way.

Key WhatsApp Business API Pricing Concepts

When evaluating WhatsApp Business API pricing, three main concepts are essential:

• Conversation-Based Pricing

• Conversation Categories

• Free Entry Points

1. Conversation-Based Pricing

The WhatsApp Business API operates on a conversation-based pricing model, where businesses are charged per 24-hour conversation window rather than per individual message. Once a message is sent (by either the business or customer), the 24-hour window opens, allowing unlimited messaging at a single cost within that period. This model makes budgeting more predictable, especially for businesses with high interaction rates.

2. Conversation Categories

Meta applies different fees to four types of conversations, each designed for a specific purpose:

• Utility Conversations: Messages sent to provide customers with transaction-specific updates, such as order confirmations, delivery updates, or appointment reminders. As of November 2024, these cost R0.14 in South Africa but will be free starting April 2025.
  
  

• Authentication Conversations: Messages used for verifying user identities, including two-factor authentication (2FA) or login codes. Authentication conversations are especially relevant for sectors requiring secure access, like finance and healthcare. As of November 2024, these cost R0.33 in South Africa.
  
  

• Marketing Conversations: Messages sent for promotional purposes, including offers, product recommendations, and other marketing-related content. Since marketing conversations incur a higher cost, they should be used strategically to maximise return on investment. As of November 2024, these cost R0.70 in South Africa.
  
  

• Service Conversations: Also known as customer care conversations, these messages are initiated by customers seeking support or information. They allow customers to reach out with inquiries or issues and are free as of 1 November 2024.

The four WhatsApp conversation categories (source: Meta)

3. Free Entry Points

Certain interactions allow businesses to initiate conversations without incurring the usual 24-hour conversation cost. For example, if a customer clicks on a WhatsApp button from a Facebook ad or website, the initial conversation is free, giving businesses an opportunity to engage customers cost-effectively. Free entry points help reduce messaging costs while encouraging customer engagement.

Note: Pricing can vary by country and may change over time. For the latest information, check the WhatsApp Business API pricing rate cards specific to South Africa.

Recent Changes to WhatsApp Business API Pricing

Meta has recently introduced some significant updates to WhatsApp Business API pricing. Here are the highlights:

• Effective 1 November 2024: Service conversations are now free.

• Effective 1 April 2025: Utility templates will also be free within the 24-hour customer service window.

• Starting 1 April 2025: Meta will transition to per-message pricing for template messages instead of per conversation.

Other Costs to Consider

In addition to Meta’s fees for using the Business API, businesses may incur software costs. Using the API requires either a WhatsApp BSP (Business Solution Provider) or a tech provider unless you build the software yourself. Many businesses work with a BSP due to the complexity of working directly with Meta. A BSP, such as Gallabox, Wati, or Kiosk, usually charges a monthly software subscription and may add a premium to Meta’s conversation fees.

Wrapping Up

Partnering with an agency like Bluetick can simplify the complexities of WhatsApp Business API pricing and setup. Bluetick’s services allow businesses to benefit from BSP offerings, such as Gallabox, at the same rate they’d pay directly, while adding expert support in strategy, messaging, and cost management. Understanding WhatsApp pricing structures and recent updates enables South African businesses to make informed decisions, optimising their use of WhatsApp to boost engagement and manage costs effectively.