Overview
Meta has recently launched four new conversation categories for WhatsApp Business API in place of the previously existing two-category model including Business-initiated Conversations & User-initiated Conversations. This will slightly change the way businesses communicate with their customers.
Meta has also announced some integral updates in their pricing model to align it better with different stages of the customer journey.
In this blog, we have covered and discussed the updates in detail to make sure that updates are communicated efficiently & effectively.
New Conversations Categories
Here is how each category will be defined:
Utility Templates
Utility Templates are designed for businesses to send messages that are related to a customer’s recent interaction with the business, such as a purchase or a support request. These templates are particularly useful for businesses that provide a service or sell products online, as they can be used to provide customers with important information about their orders or transaction. Examples of how this type of template can be used include:
- A bank may use this template to send account balance updates to its customers.
- An e-commerce website may use this template to send shipping details to its customers.
Best practices for using Utility templates include:
Ensure that the information being provided is accurate and relevant to the customer’s recent interaction with the business.
Include clear instructions on how customers can respond or take action, if necessary.
Avoid sending too many messages that are not directly related to the customer’s recent interaction.