The different conversation categories of WhatsApp Business Platform

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There are currently two main types of conversations on WhatsApp Business Platform : business-initiated and user-initiated. Starting June 1, 2023, the conversation categories are changing and users will have to choose from four new categories – utility, authentication, marketing, and service.

What is a business-initiated conversation on WhatsApp Business Platform?
A business-initiated conversation is a thread that the business (i.e. you) starts by sending your customers a message in an approved template. Customers must have given their consent to receive a WhatsApp message from you.

Company-initiated conversations currently fall into the following categories:

Utility conversations – to send customers a specific, agreed-upon request or update about an ongoing transaction, such as post-purchase notifications or recurring billing statements.
Authentication conversations – to authenticate users with one-time passwords (e.g. account verification, account recovery, or device integrity checks).
Marketing conversations – to send promotions, offers, updates or invitations that customers must respond to. Any conversations that are not considered utility or authentication conversations are considered mexico whatsapp list marketing conversations.
Sending a message opens a 24-hour customer service window, so if it’s been less than 24 hours since your last message, you can respond with free-form messages. All messages exchanged between the business and the customer within that 24-hour window are associated with that single conversation.

If it's been more than 24 hours, you must use a template (not a free message) and a new conversation will open.

What is a user-initiated conversation on WhatsApp Business Platform?
A user-initiated conversation is a message thread that sends any type of message to a business. In this case, prior consent is not required. As with business-initiated messaging, the 24/7 customer service window begins when the business responds.

From user-initiated conversations to service conversations
User-initiated conversations are now called service conversations , because they help resolve customer queries. This is the fourth category of conversation (the others, already mentioned, are utility, authentication, and marketing).

A service conversation is started when no other conversations are already open. So, for example, if the business responds to a user within 24 hours, it can still send free-form messages rather than opening a new service message. All messages sent between the business and a customer within that 24-hour window are tied to that single conversation.

It's important to remember that if you reply to a customer or user with a message template during an open service conversation, you will be opening a new conversation.

Learn more about WhatsApp Business Platform
Want to discover the world of WhatsApp Business Platform and the benefits it can offer your business? Download our getting started guide below. It contains everything you need to know about its features and functionalities, with concrete indications on how it can be used for different sectors.