There are three business-initiated conversation categories (all of which require customer opt in):
Utility conversations – Facilitate a specific, agreed-upon request or transaction or update to a customer about an ongoing transaction, including post-purchase notifications and recurring billing statements
Authentication conversations – Enable businesses to authenticate users with one-time passcodes, potentially at multiple steps in the login process (e.g., account verification, account recovery, integrity challenges)
Marketing conversations – Include promotions or offers, informational updates, or invitations for customers to respond / take action. Any conversation that does not qualify as utility or authentication is a marketing conversation.
The fourth category is service conversations – all user-initiated conversations will be categorized as service conversations, which help customers resolve enquiries.
| Cost per conversation in USD, effective June 1, 2023 | |||||
| Market | Currency | Marketing | Utility | Authentication | Service |
| Argentina | $US | 0.0618 | 0.0408 | 0.0367 | 0.0316 |
| Brazil | $US | 0.0625 | 0.035 | 0.0315 | 0.03 |
| Chile | $US | 0.0889 | 0.0586 | 0.0527 | 0.0454 |
| Colombia | $US | 0.0125 | 0.0085 | 0.0077 | 0.006 |
| Egypt | $US | 0.1073 | 0.0687 | 0.0618 | 0.0644 |
| France | $US | 0.1432 | 0.0768 | 0.0691 | 0.0859 |
| Germany | $US | 0.1365 | 0.0853 | 0.0768 | 0.0819 |
| India | $US | 0.0099 | 0.0042 | 0.003 | 0.004 |
| Indonesia | $US | 0.0411 | 0.02 | 0.03 | 0.019 |
| Israel | $US | 0.0353 | 0.0188 | 0.0169 | 0.018 |
| Italy | $US | 0.0691 | 0.042 | 0.0378 | 0.0386 |
| Malaysia | $US | 0.086 | 0.02 | 0.018 | 0.022 |
| Mexico | $US | 0.0436 | 0.0266 | 0.0239 | 0.0105 |
| Netherlands | $US | 0.1597 | 0.08 | 0.072 | 0.0891 |
| Nigeria | $US | 0.0516 | 0.0319 | 0.0287 | 0.031 |
| Pakistan | $US | 0.0473 | 0.0253 | 0.0228 | 0.0142 |
| Peru | $US | 0.0703 | 0.0419 | 0.0377 | 0.0179 |
| Russia | $US | 0.0802 | 0.0477 | 0.0429 | 0.0398 |
| Saudi Arabia | $US | 0.0406 | 0.0252 | 0.0226 | 0.0195 |
| South Africa | $US | 0.0379 | 0.02 | 0.018 | 0.0168 |
| Spain | $US | 0.0615 | 0.038 | 0.0342 | 0.0369 |
| Turkey | $US | 0.0109 | 0.0093 | 0.0083 | 0.003 |
| United Arab Emirates | $US | 0.034 | 0.0198 | 0.0178 | 0.019 |
| United Kingdom | $US | 0.0705 | 0.0398 | 0.0358 | 0.0388 |
| North America | $US | 0.025 | 0.015 | 0.0135 | 0.0088 |
| Rest of Africa | $US | 0.0225 | 0.016 | 0.0144 | 0.0363 |
| Rest of Asia Pacific | $US | 0.0732 | 0.0472 | 0.0425 | 0.0224 |
| Rest of Central & Eastern Europe | $US | 0.086 | 0.0619 | 0.0557 | 0.025 |
| Rest of Latin America | $US | 0.074 | 0.0494 | 0.0445 | 0.0423 |
| Rest of Middle East | $US | 0.0341 | 0.0198 | 0.0178 | 0.0218 |
| Rest of Western Europe | $US | 0.0592 | 0.042 | 0.0378 | 0.0397 |
| Other | $US | 0.0604 | 0.0338 | 0.0304 | 0.0145 |
| Cost per conversation in INR, effective June 1, 2023 | |||||
| Market | Currency | Marketing | Utility | Authentication | Service |
| Argentina | ₹ | 4.5293 | 2.9902 | 2.6888 | 2.313 |
| Brazil | ₹ | 4.5808 | 2.5652 | 2.3087 | 2.1987 |
| Chile | ₹ | 6.5135 | 4.2935 | 3.8642 | 3.3279 |
| Colombia | ₹ | 0.9161 | 0.623 | 0.5607 | 0.4397 |
| Egypt | ₹ | 7.8651 | 5.0357 | 4.5321 | 4.7191 |
| France | ₹ | 10.4984 | 5.6304 | 5.0674 | 6.299 |
| Germany | ₹ | 10.0073 | 6.2536 | 5.6308 | 6.0044 |
| India | ₹ | 0.7265 | 0.3082 | rate not finalized; reference utility rate | 0.2906 |
| Indonesia | ₹ | 3.0111 | 1.4653 | 2.1979 | 1.389 |
| Israel | ₹ | 2.5871 | 1.3779 | 1.2368 | 1.3192 |
| Italy | ₹ | 5.0614 | 3.0764 | 2.7687 | 2.8259 |
| Malaysia | ₹ | 6.3037 | 1.466 | 1.3194 | 1.6096 |
| Mexico | ₹ | 3.1938 | 1.9485 | 1.7537 | 0.7669 |
| Netherlands | ₹ | 11.7078 | 5.8649 | 5.2784 | 6.532 |
| Nigeria | ₹ | 3.7851 | 2.34 | 2.106 | 2.271 |
| Pakistan | ₹ | 3.4683 | 1.8551 | 1.6696 | 1.0405 |
| Peru | ₹ | 5.1536 | 3.0717 | 2.7626 | 1.3152 |
| Russia | ₹ | 5.8767 | 3.4953 | 3.1457 | 2.9149 |
| Saudi Arabia | ₹ | 2.9725 | 1.845 | 1.658 | 1.4277 |
| South Africa | ₹ | 2.7821 | 1.4681 | 1.3213 | 1.2332 |
| Spain | ₹ | 4.5044 | 2.7832 | 2.5049 | 2.7026 |
| Turkey | ₹ | 0.7989 | 0.6816 | 0.6101 | 0.2199 |
| United Arab Emirates | ₹ | 2.4924 | 1.4515 | 1.3033 | 1.3899 |
| United Kingdom | ₹ | 5.1663 | 2.9166 | 2.6249 | 2.8448 |
| North America | ₹ | 1.8313 | 1.0988 | 0.9889 | 0.6461 |
| Rest of Africa | ₹ | 1.6497 | 1.1731 | 1.0558 | 2.6572 |
| Rest of Asia Pacific | ₹ | 5.3664 | 3.4603 | 3.1124 | 1.6385 |
| Rest of Central & Eastern Europe | ₹ | 6.2997 | 4.5343 | 4.0809 | 1.835 |
| Rest of Latin America | ₹ | 5.4207 | 3.6187 | 3.2581 | 3.103 |
| Rest of Middle East | ₹ | 2.4993 | 1.4512 | 1.303 | 1.5985 |
| Rest of Western Europe | ₹ | 4.3378 | 3.0775 | 2.7697 | 2.9104 |
| Other | ₹ | 4.4248 | 2.4761 | 2.2292 | 1.0615 |
| Cost per conversation in EUR, effective June 1, 2023 | |||||
| Market | Currency | Marketing | Utility | Authentication | Service |
| Argentina | € | 0.0512 | 0.0338 | 0.0304 | 0.0261 |
| Brazil | € | 0.0518 | 0.029 | 0.0261 | 0.0248 |
| Chile | € | 0.0736 | 0.0485 | 0.0437 | 0.0376 |
| Colombia | € | 0.0104 | 0.0071 | 0.0063 | 0.005 |
| Egypt | € | 0.0889 | 0.0569 | 0.0512 | 0.0533 |
| France | € | 0.1186 | 0.0636 | 0.0572 | 0.0712 |
| Germany | € | 0.1131 | 0.0707 | 0.0636 | 0.0679 |
| India | € | 0.0083 | 0.0035 | rate not finalized; reference utility rate | 0.0033 |
| Indonesia | € | 0.0341 | 0.0166 | 0.0249 | 0.0157 |
| Israel | € | 0.0292 | 0.0155 | 0.014 | 0.0149 |
| Italy | € | 0.0572 | 0.0347 | 0.0313 | 0.0319 |
| Malaysia | € | 0.0712 | 0.0166 | 0.0149 | 0.0182 |
| Mexico | € | 0.0361 | 0.022 | 0.0198 | 0.0087 |
| Netherlands | € | 0.1323 | 0.0663 | 0.0596 | 0.0738 |
| Nigeria | € | 0.0428 | 0.0265 | 0.0238 | 0.0257 |
| Pakistan | € | 0.0392 | 0.021 | 0.0189 | 0.0118 |
| Peru | € | 0.0582 | 0.0347 | 0.0312 | 0.0149 |
| Russia | € | 0.0664 | 0.0395 | 0.0355 | 0.0329 |
| Saudi Arabia | € | 0.0336 | 0.0209 | 0.0187 | 0.0161 |
| South Africa | € | 0.0314 | 0.0166 | 0.0149 | 0.0139 |
| Spain | € | 0.0509 | 0.0315 | 0.0283 | 0.0305 |
| Turkey | € | 0.009 | 0.0077 | 0.0069 | 0.0025 |
| United Arab Emirates | € | 0.0282 | 0.0164 | 0.0147 | 0.0157 |
| United Kingdom | € | 0.0584 | 0.033 | 0.0297 | 0.0321 |
| North America | € | 0.0207 | 0.0124 | 0.0112 | 0.0073 |
| Rest of Africa | € | 0.0186 | 0.0133 | 0.0119 | 0.03 |
| Rest of Asia Pacific | € | 0.0606 | 0.0391 | 0.0352 | 0.0185 |
| Rest of Central & Eastern Europe | € | 0.0712 | 0.0512 | 0.0461 | 0.0207 |
| Rest of Latin America | € | 0.0612 | 0.0409 | 0.0368 | 0.0351 |
| Rest of Middle East | € | 0.0282 | 0.0164 | 0.0147 | 0.0181 |
| Rest of Western Europe | € | 0.049 | 0.0348 | 0.0313 | 0.0329 |
| Other | € | 0.05 | 0.028 | 0.0252 | 0.012 |
| Cost per conversation in GBP, effective June 1, 2023 | |||||
| Market | Currency | Marketing | Utility | Authentication | Service |
| Argentina | £ | 0.0445 | 0.0294 | 0.0264 | 0.0228 |
| Brazil | £ | 0.0451 | 0.0253 | 0.0227 | 0.0216 |
| Chile | £ | 0.0641 | 0.0423 | 0.038 | 0.0327 |
| Colombia | £ | 0.009 | 0.0061 | 0.0055 | 0.0043 |
| Egypt | £ | 0.0774 | 0.0496 | 0.0446 | 0.0464 |
| France | £ | 0.1033 | 0.0554 | 0.0499 | 0.062 |
| Germany | £ | 0.0985 | 0.0616 | 0.0554 | 0.0591 |
| India | £ | 0.0072 | 0.0031 | rate not finalized; reference utility rate | 0.0029 |
| Indonesia | £ | 0.0297 | 0.0144 | 0.0216 | 0.0137 |
| Israel | £ | 0.0254 | 0.0135 | 0.0122 | 0.013 |
| Italy | £ | 0.0498 | 0.0302 | 0.0272 | 0.0278 |
| Malaysia | £ | 0.062 | 0.0144 | 0.013 | 0.0158 |
| Mexico | £ | 0.0315 | 0.0192 | 0.0173 | 0.0075 |
| Netherlands | £ | 0.1152 | 0.0577 | 0.0519 | 0.0643 |
| Nigeria | £ | 0.0372 | 0.023 | 0.0207 | 0.0223 |
| Pakistan | £ | 0.0341 | 0.0182 | 0.0164 | 0.0102 |
| Peru | £ | 0.0507 | 0.0302 | 0.0272 | 0.0129 |
| Russia | £ | 0.0578 | 0.0344 | 0.031 | 0.0287 |
| Saudi Arabia | £ | 0.0292 | 0.0181 | 0.0163 | 0.014 |
| South Africa | £ | 0.0273 | 0.0144 | 0.013 | 0.0121 |
| Spain | £ | 0.0443 | 0.0274 | 0.0246 | 0.0266 |
| Turkey | £ | 0.0078 | 0.0067 | 0.006 | 0.0022 |
| United Arab Emirates | £ | 0.0245 | 0.0143 | 0.0128 | 0.0137 |
| United Kingdom | £ | 0.0509 | 0.0287 | 0.0259 | 0.028 |
| North America | £ | 0.018 | 0.0108 | 0.0097 | 0.0064 |
| Rest of Africa | £ | 0.0162 | 0.0115 | 0.0104 | 0.0261 |
| Rest of Asia Pacific | £ | 0.0528 | 0.034 | 0.0306 | 0.0161 |
| Rest of Central & Eastern Europe | £ | 0.062 | 0.0446 | 0.0402 | 0.0181 |
| Rest of Latin America | £ | 0.0534 | 0.0356 | 0.0321 | 0.0305 |
| Rest of Middle East | £ | 0.0246 | 0.0143 | 0.0128 | 0.0157 |
| Rest of Western Europe | £ | 0.0427 | 0.0303 | 0.0273 | 0.0286 |
| Other | £ | 0.0435 | 0.0244 | 0.0219 | 0.0104 |
| Cost per conversation in AUD, effective June 1, 2023 | |||||
| Market | Currency | Marketing | Utility | Authentication | Service |
| Argentina | A$ | 0.0804 | 0.0531 | 0.0477 | 0.041 |
| Brazil | A$ | 0.0813 | 0.0455 | 0.041 | 0.039 |
| Chile | A$ | 0.1156 | 0.0762 | 0.0686 | 0.059 |
| Colombia | A$ | 0.0163 | 0.0111 | 0.0099 | 0.0078 |
| Egypt | A$ | 0.1395 | 0.0893 | 0.0804 | 0.0837 |
| France | A$ | 0.1862 | 0.0999 | 0.0899 | 0.1117 |
| Germany | A$ | 0.1775 | 0.1109 | 0.0999 | 0.1065 |
| India | A$ | 0.0129 | 0.0055 | rate not finalized; reference utility rate | 0.0052 |
| Indonesia | A$ | 0.0535 | 0.026 | 0.039 | 0.0246 |
| Israel | A$ | 0.0459 | 0.0244 | 0.0219 | 0.0234 |
| Italy | A$ | 0.0897 | 0.0545 | 0.0491 | 0.0501 |
| Malaysia | A$ | 0.1117 | 0.026 | 0.0234 | 0.0285 |
| Mexico | A$ | 0.0566 | 0.0345 | 0.0311 | 0.0136 |
| Netherlands | A$ | 0.2077 | 0.104 | 0.0936 | 0.1158 |
| Nigeria | A$ | 0.0671 | 0.0415 | 0.0373 | 0.0403 |
| Pakistan | A$ | 0.0615 | 0.0329 | 0.0296 | 0.0185 |
| Peru | A$ | 0.0913 | 0.0544 | 0.049 | 0.0233 |
| Russia | A$ | 0.1043 | 0.062 | 0.0558 | 0.0517 |
| Saudi Arabia | A$ | 0.0527 | 0.0327 | 0.0294 | 0.0253 |
| South Africa | A$ | 0.0493 | 0.026 | 0.0234 | 0.0219 |
| Spain | A$ | 0.0799 | 0.0494 | 0.0444 | 0.0479 |
| Turkey | A$ | 0.0142 | 0.0121 | 0.0108 | 0.0039 |
| United Arab Emirates | A$ | 0.0442 | 0.0258 | 0.0231 | 0.0246 |
| United Kingdom | A$ | 0.0916 | 0.0517 | 0.0466 | 0.0504 |
| North America | A$ | 0.0325 | 0.0195 | 0.0175 | 0.0115 |
| Rest of Africa | A$ | 0.0293 | 0.0208 | 0.0187 | 0.0471 |
| Rest of Asia Pacific | A$ | 0.0952 | 0.0614 | 0.0552 | 0.0291 |
| Rest of Central & Eastern Europe | A$ | 0.1117 | 0.0804 | 0.0724 | 0.0325 |
| Rest of Latin America | A$ | 0.0961 | 0.0642 | 0.0578 | 0.055 |
| Rest of Middle East | A$ | 0.0443 | 0.0257 | 0.0231 | 0.0283 |
| Rest of Western Europe | A$ | 0.0769 | 0.0546 | 0.0491 | 0.0516 |
| Other | A$ | 0.0784 | 0.0439 | 0.0395 | 0.0188 |
How conversation charges will be initiated
Conversation charges will be based on template category. When a template is delivered, it opens a new conversation of that category and incurs the charge of that conversation category, unless the template is delivered during an open conversation of that category. For example, if a utility conversation is open and a marketing template is delivered within that open conversation, a new, separate marketing conversation is opened and marketing conversation charge is initiated.
However, sending multiple templates of the same category within an open conversation will not incur additional charges. For example, a business can send multiple utility templates in an open utility conversation with no additional charges.
Service conversations will still only be initiated when no other conversation window is open and a business responds to a user with a free form message within the 24-hour customer service window. If a business replies to a user with a template message or sends a template message in an open service conversation, this opens a new conversation based on the template category.
The exception to this is free entry point conversations. During the free window, businesses can send multiple templates of different categories, and no new conversation will be opened.
See examples in our pricing explainer document for more details.
Charges for conversations are based on the user’s country code. A user here is defined as the customer that your business is communicating with. Rates for business-initiated and user-initiated conversations vary by country or region.
