WhatsApp Business is a version of WhatsApp specially developed for companies, which aims to simplify and professionalize communication with customers. There are two main solutions:
WhatsApp Business App:
A free app aimed at small businesses.
Similar to the private WhatsApp version, but with additional business functions.
Enables the creation of a company profile, product catalog, automated messages (e.g. welcome and out-of-office messages) and quick replies.
Device limit: 1 device by default, with paid versions up to 10 devices.
Restrictions: Maximum of 256 recipients per broadcast, limited scalability, not fully GDPR-compliant.
WhatsApp Business API (WhatsApp Business Platform):
A paid interface for medium-sized and large companies.
Offers extensive functions such as mass messaging, integration into CRM systems, chatbots and detailed analyses.
Enables GDPR-compliant communication.
Enables the integration of WhatsApp into existing customer service and marketing platforms
Cost Structure of WhatsApp Business
WhatsApp Business App
Free to download and use.
Meta Verified: An optional subscription with additional features, availability and pricing may vary.
WhatsApp Business API
The costs depend on several factors:
Duration of the chat: Costs are charged per 24-hour session (conversation).
Number of chats per month: Each call incurs costs, although there are free service calls.
Message category:
Service messages: Customer-initiated requests (free of charge since November 2024).
Marketing messages: Promotions, newsletters (most expensive category).
Administrative messages: Order and shipping confirmations, account updates.
Authentication messages: 2-factor authentication, one-time passwords.
Location of the customer: Prices vary depending on the recipient's country code.
Fees of the WhatsApp Business Solution Providers (BSPs):
BSPs offer the API interface and can provide additional features and support.
Monthly costs and possible additional fees vary depending on the provider.
Find JUNE's pricing here.
Price Overview (Germany, as of 25.02.2025):
Message Type | Preis per Conversation |
Service Messages | Free |
Marketing Messages | 0,1131 € |
Administrative Messages | 0,0456 € |
Authentification Messages | 0,0636 € |
💡 Notes:
Conversations initiated via Facebook or Instagram ads are free for 72 hours.
Prices for other countries may vary considerably.
Scenarios for Cost Calculation
Customers contact the company:
The conversation is free of charge as long as only service messages are exchanged.
If a marketing message is sent, the costs for a marketing conversation apply.
Multiple messages of the same category:
If several messages of the same category (e.g. administrative messages) are sent within 24 hours, only one conversation is charged.
Combination of different message types:
If a message with several categories (e.g. marketing and administration) is sent, the price of the most expensive category applies.
Best Practices for the Cost-efficient Use of the WhatsApp Business API
To optimize the cost of your WhatsApp communication while providing an excellent customer experience, consider the following tips:
Use the 24-hour rule to your advantage:
Process customer inquiries quickly and try to solve problems within 24 hours.
Use the 24-hour window to have in-depth conversations and answer all your customers' questions comprehensively.
Plan your messages carefully:
Combine relevant information in a single message to avoid unnecessary sessions.
Create message templates that answer frequently asked questions and include all important details.
Segment your target audience:
Send targeted messages to specific customer segments to minimize wastage.
Use personalized messages to increase the interaction rate.
Automate recurring tasks:
Use chatbots and automated messages to answer frequently asked questions and complete simple tasks.
Automate order confirmations, shipping notifications and other transactional messages.
Use free service conversations:
Since service conversations are free since 01.11.2024, the focus should be on these conversations.
Advantages of Processing via a Business Solution Provider (BSP)
Working with an experienced BSP like us at JUNE offers numerous advantages:
Technical know-how:
BSPs have the necessary technical expertise to seamlessly integrate the WhatsApp Business API into your systems.
User-friendly platform:
BSPs offer platforms that simplify the management of your WhatsApp communications. In our case, an omnichannel marketing platform (JUNE Cloud)
Additional features:
BSPs often offer additional features such as chatbots, CRM integrations and analytics tools.
Support and advice:
BSPs offer professional support and advice to ensure you get the most out of your WhatsApp communications.
Scalability:
BSPs allow you to easily scale your WhatsApp communications as your business grows.
GDPR compliance:
BSPs support you in complying with data protection regulations
Comparison Table
