Hey HubSpot community,
I would like to raise a concern regarding HubSpot’s current pricing structure for WhatsApp Business conversations, particularly for businesses that rely heavily on WhatsApp for customer communication. As it stands, HubSpot’s pricing model for WhatsApp conversations is not only significantly more expensive than other solutions out in the market, but also very inflexible due to a few factors: the high pricing of $70 USD per 1000 conversations means HubSpot assumes and charges users the highest template category pricing of the marketing category for all conversations, the way template messages are charged, and the rigid purchasing structure and pricing for conversation limits. These pricing practices create unnecessary costs for businesses, especially those in markets like Asia where WhatsApp is a key communication channel for customer service, marketing, and daily interactions.
The Problem:
- Pricing Assumption of All Conversations as Marketing:
HubSpot currently charges $70 for every additional 1000 conversations above the free 1000 conversations per month. In the official pricing from WhatsApp (depending on the location of the recipient), they charge approximately ~$0.07 USD per marketing template, based on this we can see that HubSpot’s add-on pricing for increasing WhatsApp conversation limits, assumes that all conversations are categorized as Marketing conversations, which are the most expensive type according to WhatsApp’s official pricing. Additonally, this pricing assumption ignores the recent change from WhatsApp, which reduced the cost of non-marketing template messages to encourage businesses to use WhatsApp more for customer service and transactional communications. As HubSpot does not factor this pricing change into its model, businesses end up paying for marketing charges on conversations that could easily fall under a lower-priced category. - Template Message Calculation:
According to WhatsApp’s official pricing explanation (WhatsApp Pricing Guidelines), when you send two template messages of the same category consecutively or within a short time frame, it only counts as one conversation charge within the 24-hour window. Unfortunately, HubSpot calculates this differently, charging businesses separately for each template message sent, even if they fall within the same 24-hour conversation window. This practice results in businesses paying double the cost for WhatsApp conversations when compared to how other platforms apply WhatsApp’s pricing model. - Rigid Conversation Limits (Bundling):
HubSpot forces businesses to purchase conversation limits in bundles of 1000, with no flexibility to pay as you go. This model doesn’t reflect the actual usage patterns of businesses, especially in the case of marketing campaigns or service-related communications that fluctuate month-to-month. For businesses like ours, the number of WhatsApp conversations can vary greatly depending on the time of year, specific campaigns, or customer service needs. HubSpot’s rigid bundling forces us to buy higher conversation limits than we need, resulting in unused conversations and wasted costs.
Solution:
I suggest that HubSpot consider revising its pricing structure for WhatsApp Business conversations in the following ways:
- Recognize Non-Marketing Conversations:
HubSpot should adjust its pricing model to differentiate between Marketing and Non-Marketing conversations (e.g., customer service, transactional messages). Given WhatsApp’s recent reduction in the price for non-marketing template messages, HubSpot should reflect this pricing adjustment in its charges, making it more affordable for businesses that use WhatsApp for customer service and transactional purposes. - Align Template Message Charges with WhatsApp’s Pricing Model:
HubSpot should align its template message charges with WhatsApp’s official pricing guidelines, which allow businesses to send multiple template messages of the same category within the 24-hour window without incurring additional charges. This would prevent businesses from being charged multiple times for a single conversation and bring HubSpot’s pricing into closer alignment with WhatsApp’s official pricing model. - Flexible Conversation Calculation:
Instead of forcing users to purchase conversations in bundles, HubSpot should consider simply offering businesses a pay-as-you-go model where they charge businesses month to month based on their usage that month as they go, that better reflects their actual usage. This would make it easier for businesses to scale their WhatsApp usage up or down depending on their needs, without the wasteful practice of purchasing larger bundles than necessary. Flexibility in purchasing would allow businesses to pay only for what they need and help avoid wasted purchased conversations. This is how conversations are calculated for pretty much every other WhatsApp Business provider out in the market at the moment.
If HubSpot adjusts its pricing model for WhatsApp conversations, it would help businesses save money and make HubSpot a much more attractive CRM solution for companies that rely heavily on WhatsApp for customer communications. This is especially true in markets like Asia, where WhatsApp is an essential communication tool, and affordable pricing is crucial for SMEs. By offering more competitive pricing, HubSpot could serve a broader customer base, especially businesses that need scalable, cost-effective solutions for customer service, marketing, and engagement.
While HubSpot provides a powerful platform for managing customer relationships, the current pricing model for WhatsApp conversations results in double the cost compared to other providers. The issues around the assumption of all conversations as marketing, the way template message usage is calculated, and the rigid conversation bundle system are all areas where HubSpot can improve its pricing structure. By adopting a more flexible and aligned approach with WhatsApp’s official pricing, HubSpot would be better positioned to support businesses of all sizes, especially those in regions where WhatsApp is a core communication tool.
I believe these changes would make HubSpot a much more appealing choice for businesses that rely on WhatsApp to connect with customers.