Question to entrepreneurs: what is the competitive advantage that large players and small businesses have in common? The use of WhatsApp to expand communication with customers and generate more business.

Research conducted in 2024 by the National Confederation of Shopkeepers (CNDL) and the Credit Protection Service (SPC Brazil) revealed that 67% of businesses in the commerce and services segments use WhatsApp as the main sales channel.

The application developed exclusively to make life easier for entrepreneurs has shown an efficiency 4.5 times greater than traditional methods in converting leads, boosting sales by up to 27%, according to a study conducted by Tuvis in 2023.

Because it is so accessible and available to Brazilian consumers, Meta has been updating the functionalities of WhatsApp and pricing formats. Shall we discover the app's innovations for 2025?

Also read: WhatsApp news for 2025

Free vs. Pricing per message

Hello to you, who uses the WhatsApp API for customer service, sales, and promoting your business! News is coming about the pricing of the API of the application, and understanding how the rules will work will impact your company’s performance on the messenger!

To start, the system previously based on conversation windows will be replaced by a model based on messages sent. What does this mean? Starting on April 1st, charges for each marketing, authentication, and utility message sent outside the customer service window will be charged, making the system clearer and similar to that practiced in other communication platforms.

With this, organizations will gain flexibility in sending individualized and segmented messages and will need to better organize the frequency and volume of interactions in new conversation windows, to control costs.

In practice, previously, each time a customer contacted the company’s WhatsApp, a window lasting 24 hours opened, and interactions after the period were charged. Now, from the moment the service begins, the next interactions in the same window, up to those 24 hours (except utility messages), will be free, allowing entrepreneurs to save resources.

Conversations started by clicks on WhatsApp ads or contact buttons on websites will continue to open free service windows and can be answered within up to 72 hours by companies, at no cost.

For Meta, these changes should promote a high-quality messaging experience between businesses and users, requiring the entrepreneur to manage communication with the consumer more carefully.

Quality and security in WhatsApp conversations

With the new pricing of the WhatsApp API, companies need to rethink their communication strategies, prioritizing more relevant and personalized interactions. One of the main questions when structuring this communication is:

Is it worth using the WhatsApp API or is it more efficient to maintain multiple WhatsApp Business numbers?

Although the WhatsApp API brings some advantages, its implementation presents challenges that can generate high costs and less adherence from the team. Among the disadvantages of the API, we can highlight:

• High cost: The charge per message sent, in addition to the fees of third-party platforms for using the API, can make the solution financially unfeasible for many companies.

  
  

• Implementation difficulty: The WhatsApp API requires complex technical integrations and demands an adaptation period for the team, while traditional WhatsApp is widely known and easy to use.

  
  

• Does not use the official WhatsApp application: Unlike WhatsApp, the API does not allow the use of the official Meta app. The user needs to interact through third-party platforms, which can hinder adaptation and reduce service efficiency.

  
  

• Limitation in human communication: Since the API is designed for automation, its structure may compromise the human factor in service, making interactions more impersonal and less engaging.

Read more about: WhatsApp API: is it for my company or do I need another solution?

Given these limitations, a more efficient alternative for companies that want to maintain proximity and flexibility in communication with customers is the use of multiple WhatsApp accounts, monitored by Zapper.

With this approach, each employee can have their own number, ensuring more segmented and closer service to the customer. To maintain control and security in this decentralized structure, Zapper offers a complete monitoring platform that stores conversations in the cloud, allows auditing of interactions, and provides detailed reports on service.

Zapper: Intelligence and Security in corporate WhatsApp

An effective solution to supervise the quality of conversations, preserve confidential data, and compose the intelligence of a company’s business is Zapper, a platform that monitors conversations via corporate WhatsApp to detect areas for improvement in service, misconduct of employees, among other strategic points of operation.

All dialogues and files transmitted by the messaging app are stored entirely, in maximum security, in cloud, for an indefinite period. After data collection, it is still possible to generate analytical reports through the platform to guide the company’s decisions and initiatives.

By monitoring numbers and devices used by the corporation, Zapper allows governance of digital communication from end to end, without interference or manipulation of information, ensuring a real view of processes, the productivity of employees, and the degree of customer satisfaction.

Also read: 5 reasons to monitor your business's WhatsApp

Based on the resources of Artificial Intelligence and Machine Learning, Zapper will make your company’s WhatsApp much more than an application; it will be an intelligent interface to better understand the audience and what they want.

Shall we truly change the way you relate to your customer in 2025?

Click here to schedule a demonstration of the tool.