WhatsApp Business API Malaysia pricing & case studies

Is your recurring question: what is an API?

API, which stands for Application Programming Interface, refers to an intermediary software that permits two applications to locate one another. It's like a middle person, for example, a property agent liaising between the owner and the tenants.

Similarly, the WhatsApp Business API is like a bridge connecting businesses to more consumers in Malaysia. Multiple WhatsApp users can even log in to the same phone number using the Official WhatsApp Business API!

Learn more: WhatsApp Business API via SleekFlow

New pricing model in Malaysia for WhatsApp Business API

In early 2022, WhatsApp introduced a new pricing model where conversation-based charges are implemented, a change that directly impacts businesses in Malaysia. Depending on the country, fees are imposed for two types of conversations: business-initiated and user-initiated.

• User-initiated conversations: Also known as service conversations, start when a customer sends a message to a business. 

• Business-initiated conversations: Messages sent by a business to a customer using pre-approved templates to deliver information or promotions proactively. 

In June 2023, WhatsApp launched a new pricing structure which further breaks down business-initiated conversations into three categories:

• Utility conversations for post-purchase notifications or recurring bill statements

• Authentication conversations for one-time notifications or 2FA

• Marketing conversations for broadcasting promotions

A conversation window can have countless messages sent back and forth, but businesses must start a new conversation once the customer doesn't reply to you after 24 hours.

User-initiated conversations will not be charged if your business does not reply to the message received.

Free conversations on WhatsApp for business accounts

The good news is that you can get 1,000 user-initiated conversations for free each month!

On top of that, you will also get Free Entry Points Conversations when you click to WhatsApp ads. If the customers choose to start a WhatsApp conversation through the CTA (call-to-action) buttons on your Facebook ads, you will get a free conversation. What's more, this free conversation will be extended from 24 hours to 72 hours!

Now that you understand how WhatsApp conversations are categorised, here's the pricing for each type of conversation:

WhatsApp Business API pricing for Malaysia (started in June 2023)

*Price in MYR is based on the exchange rate as of April 2024.

In summary, the WhatsApp Business API pricing in Malaysia is approximately RM0.09-RM0.41 per business-initiated conversation and RM0.10 per user-initiated conversation.

Make the most of it, and you'll see that the revenue generated will be worth more than that.

Check out the complete guide: WhatsApp Business API Pricing Worldwide

Although it's as good as it seems, these charges above are only the conversation pricing set by WhatsApp, and they still require an official WhatsApp Business Solution Provider (BSP) to offer you the services in Malaysia. Different WhatsApp BSPs have various subscription plans and pricing, so you would still need to review the options available and select the best for your business.

How to choose a WhatsApp Business API provider? Go through our essential guide.

WhatsApp Pricing Calculator

Understanding WhatsApp Business costs can be tricky, especially with different pricing for various countries, including Malaysia. Generally, using WhatsApp is free, but there will be extra charges if you use the WhatsApp Business API to send messages in bulk.

You can now calculate your messaging cost using SleekFlow's calculator, which provides a better estimate of the cost of running WhatsApp and API services for your business.

Big names in Malaysia have already established their WhatsApp Business API 

1. Mudah.my collects 250 weekly new leads and achieves 3x reply rate with WhatsApp Business API

Mudah.my, Malaysia's leading online marketplace, has embraced WhatsApp Business to change how it interacts with its users. They applied for the official WhatsApp green tick for their account, displaying security and reliability to their customers.

By placing a WhatsApp button alongside every product listing, their customers can reach out to their brand to ask about listings, and enquiries can be addressed promptly with an automated process. The WhatsApp automation has also allowed Mudah.my’s customers to get a reply instantly and schedule test drives or car inspections.

Other than car listings for Mudah Auto, the users of Mudah.my’s platforms also publish job ads on the marketplace for hiring. To educate their users, Mudah.my uses WhatsApp Broadcast to send key messages, such as tips about compliance of Malaysia’s employment laws, to their diverse user base, from small businesses to individual job advertisers, helping them improve ad performance.

Using interactive message features like chat buttons and list messages on the WhatsApp Business API has increased our reply rate for broadcasts by at least 30%

Sher Mei

User Success Manager at Mudah.my

2. iBilik manages 100,000 unit listings with consumer confidence gained via WhatsApp

iBilik has seamlessly integrated WhatsApp Business API through SleekFlow, streamlining communication for landlords and tenants on their platform, which receives around 800,000 unique website visitors monthly. They've achieved a level of trust with users by securing a green tick verification for their WhatsApp Business account, reassuring users about the authenticity and security of their transactions.

SleekFlow's support smooths the verification process, boosting consumer confidence for those interacting and making payments on WhatsApp.

To facilitate conversation initiation, iBilik introduced a WhatsApp QR code, allowing users to start chatting and significantly expanding their contact database quickly. This approach enables iBilik to send targeted broadcast messages efficiently, optimising their marketing efforts and budget.  

iBilik now owns three verified WABA numbers. Most messages are for landlords, and some are for finding renters.

3. How ZENXIN Organic communicates efficiently with customers with WhatsApp

One more big brand that is using WhatsApp Business API is ZENXIN Organic. ZENXIN keeps its customers informed about their orders via WhatsApp by leveraging SleekFlow to automate transactional messages, eliminating the need for manual updates. 

Also, ZENXIN practices sophisticated targeting in their marketing campaigns through SleekFlow, utilising detailed customer data to segment and personalise communications effectively. 

This strategy improves engagement rates and supports ZENXIN in maintaining long-term customer relationships, demonstrating the impact of personalised messaging on customer loyalty and the extension of the customer lifecycle.

See how other brands like Kiehl's and Tesco Malaysia empower social CRM strategies.

Looking to incorporate WhatsApp Business API in your app? Explore our programmable messaging API for WhatsApp.

4. Hap Seng Star improved customer relationships with WhatsApp

Photo by paultan.org

Hap Seng Star, also known as Mercedes-Benz Malaysia, started utilising WhatsApp, the most popular messaging app, to communicate better with its customers. This has allowed its customers to contact them whenever and get real-time responses using a secured, end-to-end encrypted texting app.

Hap Seng Star company worked with one of the WhatsApp partners to establish the WhatsApp Business API’s services. Since the WhatsApp Business API allows multiple logins from different devices, all the call centre personnel responsible for using the WhatsApp API can respond to customer requests via WhatsApp.

Hap Seng Star also uses WhatsApp to notify and remind customers to book a service appointment and renew their car insurance. After launching the WhatsApp service at the end of 2019, the number of consumers using the texting app drastically increased.

Adopting a WhatsApp marketing strategy has brought forth the following results by May 2020:

• Delivery rates increased by 30% more than other channels

• Read-message rates increased by 55% above other channels

5. CIMB Bank launched its own WhatsApp Business account

Photo by The Star

CIMB Bank has acquired its own official WhatsApp Business API account. You can start texting CIMB Bank on WhatsApp to see the latest update on your application status, check the current bank interest rates, or locate the closest CIMB ATM or branch.

Apart from that, customers can also WhatsApp CIMB bank for the subsequent services:

• Check the most recent rates for fixed deposits, foreign exchange, gold investment, and loans for houses, vehicles, and private usage

• Check the status of the application for personal financing and credit card

• Locate the nearest ATM or CIMB Bank branch

• View the how-to video for CIMB Clicks

Once you select one of those services, the auto reply chatbot will respond with a link, providing relevant content related to the CIMB Clicks website, Google Maps, or YouTube. For those who do not enjoy surfing the CIMB Clicks website, WhatsApp could make the process easier as it offers immediate guidance when you get lost, even though the whole process is not entirely done on WhatsApp.

They also announced that more WhatsApp features will be added in the near future, so look out for that!

Do you want to learn more about chatbots? See our chatbot 101 blog! (With types, applications and pricing)

6. Order Pizza Hut through WhatsApp messages

Photo by Palm Mall Seremban

Pizza Hut Malaysia changed its logo from red to green on 6 September 2020. They wanted to announce to their customers that they could order pizza through WhatsApp.

Here's how it works:

• Select your preferred solution, Delivery or Self-pickup.

• Then, an auto-reply chatbot will help you order food from Pizza Hut until payment is made.

• You can make payments using cash, debit, or credit card.

• If you are to pay with a debit or credit card, it will send you a link to a payment gateway to complete the payment.

As simple as that! Customers can now seamlessly enjoy an easy-to-use ordering system without downloading any additional mobile app. Also, there is no need to register for a new account on more platforms to browse different menu pages. You can order and pay for your favourite pizza by saving Pizza Hut's phone number.

Own an F&B business? Check out how you can use WhatsApp Business for your restaurant. pp vs WhatsApp Business API

Tips for Malaysian businesses using WhatsApp Business API

When you are ready to use WhatsApp Business API, follow the tips here to maximise your efficiency while using this tool for your business:

1. Leverage local festivals and events when sending 

Malaysians celebrate a lot of festivals every year because of our rich culture. During these times, you can send bulk personalised engagement messages or broadcasts as part of your campaign by sending wishes, deals, or event invites. This makes your brand more appealing to Malaysians.

Find out how you can increase sales for Ramadan or automate WhatsApp bookings for Chinese New Year.

2. Use WhatsApp for customer support

You can use WhatsApp's instant messaging feature to support your users. Given its widespread use in Malaysia, offering customer service through WhatsApp can streamline issue resolution, making it faster and more efficient for customers to get the help they need. With a WhatsApp Business API account, you can automate customer support using auto reply features and templates, saving you much time. 

3. Send timely messages to boost your sales

We Malaysians value quick and convenient interactions. Here, you can do two things with a Flow Builder. First, when a customer sends an inquiry, you must reply quickly by setting up an auto reply feature or assigning the conversation to a dedicated person in your organisation. 

Second, let’s say someone has an item in their cart without buying it. Then, you can automatically send them messages with reminders or deals to help them decide. By sending them at the right time, you're more likely to get sales from them. 

See how you can use WhatsApp for your e-commerce business.

4. Always personalise your customer interactions

Using AI solutions, you can communicate with your customers in different languages and speak to them in your brand's style. You can also adjust your message tone to help personalise conversations. AI ensures your messages have the right length and clarity for your customers' needs. Plus, having all your support info in one place means faster, more consistent replies across different channels, improving customer relationships.

5. Effectively monitor your performance and analyse it for better future strategy

If you're running a business in Malaysia and utilising the WhatsApp Business API, it's essential to consistently monitor your performance to really understand what's working and what might need some tweaking. 

You can do this effectively by using a dashboard that displays comprehensive messaging statistics, including the total number of conversations and messages sent and received. This gives you a clear picture of your engagement levels and the extent to which your communications reach.

Make it a habit to check how your broadcast messages are performing regularly. By monitoring key metrics for WhatsApp ROI like delivery rate, bounce rate, read rate, and reply rate for each campaign, you can gain deeper insights into the effectiveness of your communications.

Leveraging analytics for your WhatsApp is crucial for assessing your marketing strategies and improving the efficacy of your current workflows. With these insights, you can make informed decisions that boost customer engagement and drive business growth. This approach not only helps you fine-tune your marketing efforts but also prepares you to anticipate future trends and meet your customers' needs more effectively.

6. Select the right WhatsApp Business Solution Provider (BSP)

For Malaysian businesses looking to enhance their customer communication and service through WhatsApp, selecting the right WhatsApp Business Service Provider (BSP) is crucial. 

Here are essential features to look for in a WhatsApp BSP:

• Ability to apply for WhatsApp green tick official

• WhatsApp Business Template Messages

• WhatsApp Interactive messages

•  WhatsApp Broadcast

• WhatsApp multiple logins

•  WhatsApp chatbots

• Advanced WhatsApp automation for marketing campaigns or customer support FAQs

• WhatsApp catalog

•  In-chat payment links on WhatsApp

• Integrated customer profile

Choosing a provider that offers these capabilities will ensure your business amplifies the full potential of WhatsApp Business API,

Why should you embrace WhatsApp Business API rather than WhatsApp Business?

Different from the WhatsApp Business App, the phone number that uses the WhatsApp Business API is less likely to be blocked. This is often because the Template Message has already been approved and thus will not be marked as spam.

Got blocked on WhatsApp Business App? Learn how to revive your account and prevent it from happening again.

Another significant difference is that companies using the Official WhatsApp Business API will be recognised and verified. This suggests that business names will be displayed even if customers need to save your contact number. A green tick will also be next to the business name on WhatsApp to indicate that the phone number has been authorised.

Why WhatsApp Business API should be included in your SEA social commerce strategy?

80% of Chinese consumers bought items on social media, followed by Singapore (50%), India (49%), and Indonesia (48%).

- Essence Global

In a mobile-first country like Malaysia, where customers are ready for transactions on social media, each profitable business and company needs to seek a unique and straightforward medium to promote their businesses and connect with customers seamlessly through a digital medium. And this is often what WhatsApp Business API stands to offer to businesses.

WhatsApp Business API offers a wide range of amazing features. To unleash its full potential, you must source a social CRM platform to connect with your customers on the world’s hottest messaging app channel. Enters SleekFlow.

• Easy-to-use WhatsApp Business API integration

• Conversation management in the company's inbox using the AI knowledge base and smart reply. 

• Integrate with other leading platforms in the e-commerce and CRM ecosystem, such as Shopify, Salesforce and HubSpot.

• An omnichannel solution which combines popular social platforms like WhatsApp, Facebook Messenger, Instagram, Telegram, WeChat, and more

• Automation rules, such as triggering OTP messages and abandoned cart reminders, can be designed.

• Allows sales agents to instantly generate an in-chat payment link for customers to pay in WhatsApp without switching apps or tabs

• Free comment auto reply tool for your Facebook and Instagram Business account

• Free omnichannel, no-code live chat widget to install on your website