Message opens don't directly lead to revenue. In fact, more than 80% of revenue from WhatsApp marketing comes from either loyal customers or 'engaged' customers (customers who reply to your comms). Meta has decided to tackle this issue right away with its new pricing structure:īusiness-Initiated Conversations have been broken down into 3 categories So when you think you will increase revenue and retention by broadcasting to more users, you actually just end up spamming them without really impacting revenue. Utility Conversations (Pricing reduced from 48p to 31p) - Any message facilitating a user request. These have been made cheaper since they are necessary These have become more affordable since it will help provide a better CX to customersĪuthentication Conversations (Pricing reduced from 48p to 29p) - OTP/Authentication-related messages. Marketing Conversations (Pricing increased from 48p to 73p) - Any business-initiated message for offers, promotions, and other marketing efforts. User-Initiated Conversations will be called Service Conversations (only terminology changed). The conversation window has been increased to 72 hours to incentivize 2-way communication between brands and users. To get the same RoAS from WhatsApp, brands will have to become much more selective in choosing which users to target. This will lead to lesser spam and better RoAS.Ĭustomers will finally start seeing fewer spam messages from brands. Apart from personal communication, WhatsApp will become a way for them to connect to brands of their choice when they want. We realized that spamming can really hurt brands in the long run. Post Diwali our team extensively started working to understand which user segments are the actual revenue drivers on WhatsApp.
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