This article provides a comprehensive overview of WhatsApp’s pricing, billing, and rebilling process for agencies and locations sub-accounts in HighLevel. It covers essential topics such as conversation-based pricing, subscription charges, conversation categories, free entry point conversations, and rebilling workflows.

TABLE OF CONTENTS

• Overview of WhatsApp Billing
• Key Benefits of WhatsApp's Pricing Structure
• WhatsApp Subscription Charges for Agencies
• WhatsApp Messaging Rates
  • WhatsApp Conversation-Based Pricing
  • Free Entry Point Conversations
  • WhatsApp Messaging Rates by Market/Country
  • Rebilling WhatsApp Messages
    • Your Client's WhatsApp Subscription
    • How to Set Up WhatsApp Rebilling
• Frequently Asked Questions
• Related Articles
• Video Tutorials from the Community
• Next Steps

Overview of WhatsApp Billing

WhatsApp in HighLevel uses a conversation-based pricing model, charging businesses per 24-hour conversation session rather than per individual message. Conversations are categorized into Marketing, Utility, Authentication, and Service types, each with specific use cases and pricing structures. Understanding these categories and how conversations are initiated is crucial for effective cost management.

Key Benefits of WhatsApp's Pricing Structure

Understanding the key advantages of WhatsApp's pricing structure empowers businesses to optimize costs and enhance communication strategies. Here are the primary benefits:

• Cost Predictability: By charging per 24-hour conversation session instead of per individual message, businesses can better plan and manage budgets.
  
  
• Clear Categorization: Conversations are divided into Marketing, Utility, Authentication, and Service types, enabling businesses to tailor communication strategies to specific needs.
  
  
• Rebilling Opportunities: Agencies can rebill clients with customized pricing, creating new revenue streams.
  
  
• Efficient Cost Management: The system includes features like free entry point conversations and customer service windows to minimize costs while maintaining quality communication.

IMPORTANT: HighLevel charges per conversation, not per individual message.

What is Considered a Conversation?
Conversations are 24-hour message threads between you and your customers. They are opened and charged when messages you send to customers are delivered. The criteria that determine when a conversation is opened and how it is categorized are explained below.

WhatsApp Subscription Charges for Agencies

Understanding the subscription charges is essential for agencies and locations to plan their WhatsApp usage and billing effectively. Below are the key details:

• Agency Charge: If you or your customer chooses to use WhatsApp messaging, each sub-account that uses WhatsApp incurs a monthly subscription charge of $10 USD that is charged to the agency.
  
  
• Rebilling Opportunity: Agencies can rebill clients at a customized rate. By default, this rate is set at $29.99, creating a profit margin of $19.99 per location per month.

WhatsApp Messaging Rates

Understanding WhatsApp's conversation rates is critical for managing costs effectively. Rates vary based on the conversation category (Marketing, Utility, Service) and the country/region where the message is sent.

1. Free Service Conversations: Many regions offer free service conversations, reducing costs for customer support interactions.
   
   
2. Payment Processing Fees: A 5% Stripe fee is added to these rates, which should be considered when setting up rebilling.
   
   
3. Regional Variations: Rates differ significantly by region, so plan campaigns with regional costs in mind.

Rate Application Example
Assume a Marketing message is sent to the U.S.
Base rate: $0.0263
Multiplier: 1.5X
Final cost to the client: $0.0263 × 1.5 = $0.0395

WhatsApp Conversation-Based Pricing

WhatsApp uses a conversation-based pricing model, where each conversation is categorized based on its purpose and how it is initiated. Understanding these categories helps businesses strategize their communication effectively and manage costs. Below are the four WhatsApp conversation categories.

IMPORTANT: Each category has specific initiation methods.

Marketing, utility, and authentication conversations can ONLY be opened with template messages.
Service conversations can ONLY be opened with free-form messages.

To learn how to choose an appropriate category when creating your Whatsapp templates, see Template Categorization Guidelines.

Marketing, Utility, and Authentication Conversations

These conversations remain open for 24 hours from the time the first template message is delivered unless closed by a newly opened free-entry point conversation.

• Marketing Conversations: Used for promotional messages, product or service announcements, retargeting campaigns, and cart abandonment reminders.
  
  
  
• Utility Conversations: Used to provide information requested by users, such as order updates, delivery notifications, and payment reminders.
  
  
  
• Authentication Conversations: Used to authenticate users via one-time passcodes for processes like account verification and recovery.

Service Conversations

This 24-hour timer begins when a customer messages you. During this window, free-form messages can be sent without opening additional conversations.

• Used to resolve customer inquiries and issues.
  
  
• Service conversations are initiated when a free-form message is delivered to a customer, provided no other conversation of any type is open.
  
  
• These conversations rely on an active customer service window between you and the customer.

Example 1: Two templates of the same category result in only one conversation charge A utility conversation is opened at 9:00 when a utility template message is delivered. Later, with the utility conversation still open, another utility template message is delivered at 11:00. There is no new conversation charge because the template category used within the open conversation window did not change. The result is one utility conversation charge. (Click the phone image to zoom into the conversation)

Example 2: Opening a utility conversation inside a marketing conversation  A marketing conversation is opened at 3:40 when a marketing template message is delivered. Later, with the marketing conversation still open, a utility template is delivered at 6:00. This opens a separate utility conversation. The result is one charge for a marketing conversation and one charge for a utility conversation. (Click the phone image to zoom into the conversation)

Free Entry Point Conversations

Free entry point conversations provide cost-saving opportunities for businesses by allowing free communication for a limited duration.

• How It’s Triggered: A customer messages you via a Click to WhatsApp Ad or Facebook Page Call-to-Action button, and you respond to the message within 24 hours.
  
  
• Duration: These conversations last 72 hours and automatically close all other open conversations.
  
  
• Cost Efficiency: Once initiated, no additional charges are incurred for any type of message sent within the 72-hour window.

Example of Free Entry Point Conversation

If a customer messages you via a Click to WhatsApp Ad at 10 am and you respond at 10 pm the same day:
The free entry point conversation starts at 10 pm and lasts for 72 hours.
Free-form messages can be sent within a 24-hour customer service window.

WhatsApp Messaging Rates by Market/Country

Understanding conversation rates by market or country helps businesses plan their communication costs effectively. Rates vary depending on the type of conversation (Marketing, Utility, or Service) and the region where the message is sent. This information allows for precise budgeting and optimized communication strategies tailored to specific geographic locations.

These rates apply for any conversation opened on or after June 1, 2023 at 12:00 AM, based on WhatsApp Business Account time zone.

Rebilling WhatsApp Messages

Rebilling offers agencies flexibility in setting WhatsApp messaging pricing for clients, creating additional revenue opportunities. Here’s how it works:

1. Base Rates: Agencies pay base rates for each conversation category (e.g., Marketing, Utility, Authentication, or Service).
   
   
2. Pricing Multiplier: Agencies can apply a multiplier to the base rates to determine the pricing for their clients.
   
   For example:
   • Base rate for a Marketing message in the US: $0.0263.
   • Multiplier set to 1.5X: Client is charged $0.0395 per message.
     
     
3. Default Multiplier: The default multiplier is set at 1.05X to cover payment processing fees.

Your Client's WhatsApp Subscription

When YOUR client purchases WhatsApp services from you, two subscriptions are created:

1. Between the client’s card and your Stripe account for client payments.
   
   
2. Between HighLevel and your Stripe account to pay HighLevel the $10/month/location subscription fee.
   
   

Message Costs: Outbound template messages are billed based on the Market/Country and Conversation Category.

How to Set Up WhatsApp Rebilling

Proper setup of WhatsApp billing is essential to ensure accurate billing, seamless communication, and effective rebilling for your clients, and ensures a smooth process for communication and billing, empowering agencies to manage costs and client charges effectively. Follow the steps below to configure WhatsApp billing on HighLevel:

1. Access Billing Settings: Navigate to the Settings tab in HighLevel.
   
   
2. Select WhatsApp Billing: Click on the Billing section and locate the WhatsApp billing option.
   
   
3. Enter Payment Details: Provide the necessary payment information to enable billing.
   
   
4. Choose Subscription Plan: Select the subscription plan that best fits your agency or client location needs.
   
   
5. Enable Rebilling: If applicable, configure rebilling options to charge your clients with your preferred pricing.
   
   
6. Verify Setup: Review the billing setup to ensure accuracy and completeness.

Click here for a more in-depth setup guide for WhatsApp messaging and rebilling!