Technology

IIE DIGITAL DESK ; Starting October 1, businesses using the WhatsApp Business Platform will have to pay for certain service related messages sent to customers. The new pricing rule will apply in India as well as several other markets, although ordinary WhatsApp users and businesses using the WhatsApp Business app will not be affected by this particular change.

The new rule is specifically aimed at businesses using the WhatsApp Business Platform, which is designed for companies that communicate with customers at scale through WhatsApp. Under the revised system, Meta will introduce charges for certain service messages that were previously available without a separate messaging fee under the existing 24 hour customer service window.

According to the information provided by Meta, businesses directly connected to the WhatsApp Business Platform will need to have their transaction related arrangements properly registered by September 30. Businesses that fail to complete the required registration within the deadline will not be able to send service messages from October 1.

The change is particularly significant because businesses have traditionally been able to respond to customers within 24 hours of receiving a message without paying for certain service communications. These conversations could include responses related to orders, order confirmations and delivery updates. From October 1, charges will apply to specified messages even when they are sent within this 24 hour period.

This means that companies relying heavily on WhatsApp to communicate with customers about purchases and deliveries will need to factor messaging costs into their business operations. For many online retailers, service providers and other businesses that handle a large number of customer interactions through WhatsApp, even a relatively small per message charge could add to their overall communication expenses.

Meta's revised pricing structure reportedly places the charge for the specified service messages at ₹0.115 per message, excluding GST, from October 1. For example, if a business sends 1,000 such messages, the basic messaging cost would be ₹115 before GST. With 18 per cent GST added, the total would come to approximately ₹135.70.

However, the actual cost can vary depending on the type of message being sent and the applicable pricing category. Meta has also indicated that a limited number of messages will continue to remain free under the revised system.

The development does not mean that every WhatsApp message sent by an individual will suddenly become chargeable. Regular WhatsApp users will continue to use the messaging service in the normal manner. Businesses operating through the WhatsApp Business app are also outside the scope of this particular platform pricing change.

The new system instead targets businesses using the more advanced WhatsApp Business Platform, which allows companies to manage customer communications at scale. The platform is widely used for automated notifications, customer support, order related communication and other business interactions.

The 24 hour customer service window has been an important feature for businesses using WhatsApp because it has allowed companies to respond to customer initiated conversations without the same messaging costs associated with certain other categories. The revised pricing structure changes the economics of some of those communications and could prompt businesses to review how they use the platform.

For customers, the impact is likely to depend largely on how individual businesses respond to the new pricing structure. Companies that send large volumes of order confirmations, delivery updates or other service related notifications may have to reassess their communication costs and messaging strategies.

The October 1 deadline therefore marks an important change for businesses operating through the WhatsApp Business Platform. While ordinary users do not need to worry about paying for their personal WhatsApp messages, companies using the platform for customer communication will need to understand the new pricing structure and complete the necessary registration requirements within the stipulated deadline to continue sending eligible business service messages.