Evolution ofAPI of WhatsApp: Extension of Interaction Windows and Impact on Meta ADS
Starting June 1, 2023, businesses using the WhatsApp API for marketing purposes will experience a significant change. The platform has announced an extension of the engagement window from 24 to 72 hours for customer engagements originating from Meta ads. This update is particularly relevant for businesses using the paid version of WhatsApp API, which is designed to facilitate communication with a large number of customers and seamlessly integrate with digital assets.
Understanding the WhatsApp API
The WhatsApp API offers a distinct approach compared to the familiar WhatsApp Messenger or Business versions. Designed for medium and large businesses, it requires the use of a Business Service Provider (BSP) for account management, introduces a paid chat model, and limits sending messages to pre-approved templates. Despite these differences, the API version promises stability, the ability to handle large conversation volumes, and unique features such as chatbots and in-chat buttons to improve user interaction.
The Cost of the WhatsApp API
The cost of using the WhatsApp API encompasses several areas: activation on a BSP, recurring fees for using the BSP, and per-conversation costs. Pricing varies among the numerous BSPs authorized by WhatsApp, each with unique pricing models and dashboard features. Understanding these costs is crucial for businesses considering the WhatsApp API for their marketing strategies.
Conversations and Interaction Windows
In the context of the WhatsApp API, a conversation does not refer to individual messages, but rather to an exchange that can occur within a specified "window" following the last customer interaction. Traditionally set at 24 hours, this window allows for free back-and-forth messaging between a business and its customers. Starting June 1, 2023, this window will expand to 72 hours for interactions triggered by Meta ads, giving businesses more flexibility to maintain dialogue with their customers without incurring additional messaging costs.
The Importance of Updating
This extension is a boon for businesses that don't monitor incoming WhatsApp chats on weekends or holidays. For example, a customer who responds to an ad on Saturday morning can now be addressed by the company first thing Monday morning within the 72-hour window, ensuring engagement and sales opportunities aren't missed due to time constraints.
Leveraging the WhatsApp API and understanding these updates are crucial for businesses looking to optimize their digital marketing strategies on the platform. Expanding the engagement window represents a significant opportunity to improve communication and customer engagement through targeted meta ads.
By embracing these changes and strategically integrating the WhatsApp API into their marketing mix, businesses can significantly improve their outreach and customer service capabilities, building stronger relationships and driving sales in the process.
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