Published: 4 April 2023

Updated: 1 June 2023

We wanted to let you know that from 1 June, 2023, Meta is introducing new conversation types in WhatsApp.

Here’s everything you need to know.

<aside> ⚠️ The limit of 1.000 included, free conversations now only counts for Service conversations (conversations started by the customer).


Conversation types

Where there were 2 conversation types, there will be 4. Business-initiated conversations are now split into 3 new categories:

  1. Utility: helpful transactional messages you send, for example: post-purchase notifications (Smart Updates i.e. Order confirmed, Parcel sent or Tracking URL) or recurring billing statements
  2. Authentication: helping customers register, log in or verify accounts, for example: sending one-time passcodes
  3. Marketing: anything that’s not Utility or Authentication, for example: promotions, offers, informational updates and invitations for customers to respond or take action

User-initiated conversations will change name**:**

  1. Service: conversations started by the customer, like day-to-day enquiries about products and orders

What does this mean for you?

Existing Update templates