This was announced recently by Meta, the parent company of WhatsApp.
In addition, The Messenger Network, a Meta Business Solutions Partner has announced that it will launch Clinch, South Africa’s first WhatsApp Business Directory and Marketplace.
“We believe it will transform online shopping, aligning South Africa with global trends. Combined with unlimited free inbound conversations on WhatsApp, this innovation is a game-changer as we approach the festive season and 2025,” says Xander Barnard, managing director of The Messenger Network.
He explains that Meta’s decision means all incoming service conversations are free and unlimited.
“Utility costs have also been reduced by about 50%, making essential transactional communications more affordable.
“These adjustments aim to simplify the pricing structure, encourage higher-quality messaging experiences, and better align costs with the value delivered to both businesses and users," adds Barnard.
Unlike other message types, service conversations are user-initiated and allow businesses to respond to customer queries throughout the customer journey efficiently. This update enables businesses to:
“This paves the way for improved customer interaction and growth," says Barnard.
“By removing message limits, businesses of all sizes can confidently engage with customers without worrying about extra costs.
“Responsive customer service is essential throughout the customer journey, from consideration and purchase to post-purchase.”
Barnard adds that this will empower local companies to grow and improve their customer service, which is crucial in today’s competitive market and is a cost-saving relief heading into the busy festive season.
South African businesses now have an opportunity not all companies may know about.
What is the difference between the WhatsApp Business App and the WhatsApp Business Platform?
It allows multiple users to manage customer interactions through a unified dashboard, making it easier for teams to handle sales inquiries, technical support, finance queries, and more.
This platform offers advanced features like automation, chatbots, and integrations into CRM and Shopify to streamline business communication and generate more sales.Cost and lack of technical skills were initially barriers for South African business clients when they started using the WhatsApp Business Platform.
To address this, the platform offers chatbot training and marketing support packages, which are managed for clients who need extra assistance. Many businesses were also concerned about the expense of broadcasting marketing messages.
However, South Africa has made significant strides in adopting WhatsApp Business and implementing best practices to optimise costs and boost engagement.
Rather than using a 'Spray and Pray' approach, the platform creates hyper-personalised, attribute-based campaigns utilising WhatsApp Business Platform features like Click-to-WhatsApp Ads, Website Chatbots, and WhatsApp retargeting.
“By leveraging customer data captured in each interaction, businesses can deliver timely and highly relevant offers, making campaigns more effective and avoiding the pitfalls of sending the same message to everyone,” explains Barnard.
Businesses can grow their customer databases and loyalty programmes through the WhatsApp Business API Platform while saving costs and time.
“Our platform offers a pre-paid, month-to-month solution, supported by a local team here in South Africa, which ensures predictable expenses.
"With the recent removal of limits on inbound conversations WhatsApp has become the most affordable and effective tool for marketing and business communication,” says Barnard.
Service conversations enable businesses to provide a seamless customer experience, offering outstanding support before, during, and after purchase.
Some practical uses:
![Source: © DFlat Madrid https://blog.dflatmadrid.com/ DFlat Mardid]] Scopen's Agency Scope has found that among the marketing professionals interviewed, 65% work in Madrid.](https://biz-file.com/c/2502/765104-300x156.jpg?2)
