Now that WhatsApp means business, SMEs hurting

WhatsApp’s new pricing policy for business messaging, effective from Thursday, is likely to trigger a sharp increase in marketing costs for millions of small and medium enterprises that rely on the popular communication platform, according to a number of business owners who spoke to ET.

Several are now scouting for alternative avenues to connect with customers directly, as the Meta-owned company presses ahead with furthering “monetisation” of WhatsApp for Business.

The new rates will require businesses to pay different prices based on the nature of communication. They will now be charged Rs 0.3082 for every utility message, while marketing messages will cost Rs 0.7265.