The company is lowering the rates for utility messages and raising the rates for marketing messages. The new utility rates will be effective from August 4, while the new marketing conversation rates will be effective from October 4 of this year.
WhatsApp charges merchants differentially in various countries. For instance, in India, marketing rates are set to increase by 8%, while utility conversation rates are decreasing by 67%.
WhatsApp started limiting marketing messages for user protection due to increased spam complaints. Meta now blocks messages 'less likely to be read' and is working on finding the right balance for user experience.
The company aims to provide a positive user experience while businesses adopt WhatsApp for customer communication, offering various functionalities like order updates and account balance inquiries.
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