WhatsApp, the widely-used messaging platform owned by Meta, has announced a new category of International one-time passwords (OTPs), marking a significant shift in its operations.
This move, aimed at enhancing the company’s revenue, is set to impact the business messaging landscape.
Here’s a breakdown of the key details:
New Charges for International Messages:
Cost: WhatsApp will now charge Rs 2.3 per message for its International OTP service.
Implementation Date: The new rule will be applicable from June 1, 2024.
Impact: While regular users will continue to enjoy free messaging services, businesses relying on WhatsApp for OTP verification will be affected by the new charges.
Increased Communication Budget: This change will particularly affect international companies like Amazon, Google, and Microsoft, leading to an increase in their communication budget.
Rationale Behind the Change:
Reducing Disparity: Previously, Indian companies charged SMS at 12 paise per message, while foreign companies paid Rs 4.13.
To bridge this gap, WhatsApp introduced a flat rate of Rs 11 for everyone. However, the new rates aim to standardize the charges, with foreign companies now required to pay Rs 2.3 per message.
Significance for Indian Market: This adjustment highlights the importance of the Indian market for WhatsApp’s business messaging operations, as the new rates are starting from India.
Growth of Enterprise Messaging in India:
Market Share: The enterprise messaging market in India has witnessed rapid growth, reaching around Rs 7600 crore.
This includes various messaging services such as SMS, push messages, OTP verification, application login, financial transactions, and service delivery.
The implementation of these new charges signifies WhatsApp’s evolving strategy in the business messaging landscape and underscores the shifting dynamics of international communication services.
