Starting February 1, 2022, Meta is changing its pricing for using WhatsApp Business API. Now, instead of being charged for HSM messages*, businesses will be charged per conversation. For more details, refer here. Consequently, edna is changing its pricing model as well.
Starting February 1, 2022, HSM costs are replaced with conversation costs in the pricing. All other components of the WhatsApp Business API cost (connection fee, subscription fee, price per AMAU) remain unchanged.
* An HSM (a highly structured message) is a template message that a business is allowed to send to initiate a conversation with a client or to send them a notification.
** The prices in the picture are given for example. The actual cost of the service might be different for each client.
Conversation Types
A conversation is a 24-hour-long session that starts whenever the first message is delivered by a business to a client.
Conversation types:
- Business-initiated conversation. For example, when a business sends an HSM to a client informing them that their order is ready to be picked up.
- User-initiated conversation. For example, when a user messages a business to learn where their order is, and the business replies with the information on the order pick up point.
There is no additional charge for conversations started by users from a click-to-WhatsApp ad on Instagram or Facebook, or started by using the Send Message button on a business Facebook page.
Business-Initiated Conversations
| Example | Description | Cost |
 | The company sends an HSM to the customer at 12:00 which initiates a conversation. | The company will pay for one business-initiated conversation |
 | • The company sends an HSM to the customer at 12:00 which initiates a conversation. • The customer replies at 12:22. • Within the same conversation, the company sends another message at 12:23. | The company will pay for one business-initiated conversation |
User-Initiated Conversations
| Example | Description | Cost |
 | • A customer sends a message to the company at 12:00. • The company replies at 12:02 initiating a user-initiated conversation. • Within the same conversation, the customer sends another message at 12:05. | All user-initiated conversations are free |
 | • A customer sends a message to the company at 12:00. • The company replies at 12:02 initiating a user-initiated conversation. • Within the same conversation, the customer another message at 12:05. • The next day at 19:24, the company sends an HSM to the customer with an update on the delivery of their order. This opens a new business-initiated conversation, as the previous user-initiated conversation only lasted for 24 hours, which has now passed. | The company will pay for one business-initiated conversation |