WhatsApp’s new ₦14 fee per customer reply could cost Nigerian MSMEs up to ₦14 million for every million messages they receive, according to a report by BusinessDay. The new pricing model, which will take effect in October, has raised concerns about the impact on small and medium enterprises that rely on the platform for customer engagement.
The fee will apply to businesses using the WhatsApp Business API, charging them for each customer reply they receive. The cost could be significant for businesses that receive a high volume of customer messages. MSMEs may need to reconsider their customer service strategies and potentially pass on the costs to customers. The move is seen as part of Meta’s broader effort to monetise the platform.
The winners: Meta, which will generate additional revenue from the platform; and large businesses, which may be better able to absorb the costs. The losers: small and medium enterprises, which may face increased costs; and Nigerian consumers, who may face higher prices for goods and services.
Bottom Line: WhatsApp is introducing charges for customer replies. SMEs will feel the impact. The question is whether the new pricing model will drive businesses away or just become a new cost of doing business.