Meta defines a conversation as a 24-hour message thread between a business and a customer. Conversations are opened when your business sends a WhatsApp message template or free-form message as described below.

Marketing/utility/authentication conversations

When you send an approved marketing, utility, or authentication template to a customer, Meta checks for an existing open conversation in the same category. If one exists, no new conversation will be opened. Otherwise, a new conversation in that category will open and remain open for 24 hours.

For examples, see here.

Service conversation

When you send a free-form message to a customer (which you can only do if a customer service window exists between you and the customer), Meta checks for an existing open conversation of any category. If one exists, no new conversation will be opened. Otherwise, a new service conversation will open and remain open for 24 hours.

For examples, see here.

Multiple conversations

You can have multiple open conversations with a customer at the same time. This can occur in two scenarios:

1. You have an existing open marketing, utility, or authentication conversation with a customer and send a message template from a different category within 24 hours.

2. You have an existing open service conversation with a customer and send a message template within 24 hours.

Free Entry Point Conversations

A free entry point conversation is opened if a customer contacts you via a Click to WhatsApp Ad button and you respond within 24 hours. If you do not respond within 24 hours, a free entry point conversation is not opened and you must use a template to message the customer. The free entry point conversation is opened as soon as your message is delivered and lasts 72 hours. Once the free entry point conversation is opened, you can send any type of message to the customer without incurring additional charges. However, you can only send free-form messages if there is an open customer service window between you and the customer.

For more information, see:

• Opening conversations (Meta)

• What conversation categories are available in WhatsApp?

• How does WhatsApp's conversation-based pricing work?

WhatsApp charges per conversation, not per individual message. A conversation is a 24-hour message thread between your business and a customer and is opened (and charged) when messages you send to customers are delivered.

Conversations are categorized into one of four categories: Marketing, Utility, Authentication, or Service. Marketing, utility, and authentication conversations can only be opened with message templates. Service conversations can only be opened with free-form messages.

Learn more about these four conversation categories here.

The rates charged by WhatsApp are based on the conversation category and country/region rate. You can download rate cards here.

Each WhatsApp Business Account gets 1,000 free service conversations monthly across all its business phone numbers. This number is refreshed at the beginning of each month, based on the time zone of the WhatsApp Business Account. Marketing, utility, and authentication conversations are not part of the free tier.

For more information, see Meta's documentation:

• Conversation types

• Opening conversations

• Template categorization

As a registered BSP, Clickatell assists you in applying for a WhatsApp Business account and submitting your application to WhatsApp for review. Once approved and verified, your WhatsApp number will be associated with a verified business name.

Note: Clickatell does not have control over the approval of your application. WhatsApp will grant access to the WhatsApp network at its discretion.

WhatsApp recognizes two types of business accounts:

• Regular business account: Every approved business gets this status. Your verified business name is only visible in the contact view; all other views display your WhatsApp Business phone number. No green checkmark is visible.

• Official business account: Only select businesses are given this status at WhatsApp's discretion. Your verified business name is visible in the contact as well as in other views. A green checkmark is visible in the contact view.

For more information about the two types of business accounts and how to apply for an official business account, see here.

As a registered business, you can also add details to your business profile like your location, hours of operation, a brief business description, and a link to your website. This will help your customers easily identify your business.

WhatsApp conversation types are categorized into one of four categories:

• Marketing: Create awareness, drive sales, and reconnect with customers. Examples include announcing new products, feature announcements, offering targeted promotions, and sending reminders about abandoned carts.

• Utility: Follow-up on user actions or requests. Examples include confirming opt-ins, managing orders or deliveries (e.g., sending updates), updating accounts or sending alerts (e.g., payment reminders), and conducting feedback surveys.

• Authentication: (Currently not supported by Clickatell). Verify users using one-time passcodes (OTPs), possibly at various stages in the login process (e.g., account verification, account recovery, integrity challenges).

• Service: Enables you to resolve customer inquiries.

Message templates are required to open marketing, utility, or authentication conversations. Service conversations can only be opened using free-form messages. Learn more about opening conversations here.

The rates charged by WhatsApp are based on the conversation category and country/region rate. Learn more about conversation-based pricing in this FAQ.

All WhatsApp messages are encrypted on the Clickatell API and by WhatsApp to ensure that data transfer between yourself and your customers is reliable and protected.

For more information, see Meta's documentation:

• Conversation types

• Template categorization

• Opening conversations

The WhatsApp Business app is a standalone, free smartphone application built specifically for small businesses to interact with customers and respond to messages. Examples of use cases include someone placing an order with their local bakery or shopkeepers who want to stay in touch with their customers via a smartphone app. The app has limited automation and feature sets to serve the needs of small businesses. Clickatell has no affiliation with this product and we do not provide any support with setting up or using the app.

You can learn more about the WhatsApp Business app here.

The WhatsApp Business Platform solution offered by Clickatell is intended for medium and large businesses that want to use an API integration to engage with their customers on the WhatsApp channel. The WhatsApp Business Platform caters to the needs of larger businesses with higher messaging volumes and the need for business process automation and integration within their existing communication platforms. Clickatell is an approved WhatsApp Business Solution Provider (BSP), and we’ll assist you in getting your business verified on the WhatsApp network. This is done through an easy, wizard-driven application process. Once your business is verified on the WhatsApp network, you‘ll be able to send WhatsApp messages via Clickatell’s multi-channel One API.

You can read more about the application process here.