Conversations

The PingUp API pricing model is based on conversations. This means that businesses pay per conversation, which includes all messages interchanged within a 24-hour period.

From April 1, 2025 Message templates will be billed per message instead of per conversation.

How it works

Conversations are categorized into one of the following categories:

• Marketing : Achieves a wide range of goals, from generating awareness to increasing sales and retargeting customers. Examples include new product, service or feature announcements, targeted promotions/offers and cart abandonment reminders.

• Utility : Allows us to follow up on user actions or requests. Examples include subscription confirmation, order/delivery management (e.g., shipping updates), account updates or alerts (e.g., payment reminders), or surveys to gather feedback.

• Authentication – Allows you to authenticate users with one-time access codes, potentially across multiple steps in the sign-in process (e.g., account verification, account recovery, integrity checks).

• Service : Allows you to resolve customer requests.

Marketing, utility, and authentication conversations can only be opened with message templates. Service conversations can be opened with any message type that is not a message template.

⚠️ Cost per message (From April 1, 2025)

With cost per message, we will charge businesses on our platform the following costs:

• Per message for each marketing model

• Per message for each authentication model

• Per message for each utility model sent outside of a customer support window

For example, if you send a marketing template and then two utility templates to a WhatsApp user, you will be charged 3 times (1 marketing and 2 utilities). However, if the 2 utility templates are sent within an open customer support window between you and the user, you will only be charged 1 time (1 marketing).

Opening conversations

Conversations are opened when you send a message to a customer with the following conditions.

Marketing, Utility and Authentication Conversations

When you send an approved marketing, utility, or authentication template to a customer, we check to see if there is already an open conversation matching the template category between you and the customer. If there is, a new conversation is not opened. If there isn't, a new conversation is opened for that category that lasts for 24 hours.

For example:

• Hour 0: You send a targeted promotion ( marketing message template ) to a customer. There is no open marketing conversation between you and the customer, so a 24-hour marketing conversation opens.

• Hour 4: The customer completes an order on your site, so you send them an order confirmation (utility message template). There is no open utility conversation between you and the customer, so a 24-hour utility conversation is opened.

• Hour 10: You send a shipping confirmation (utility message template) to the customer. There is already an open utility conversation between you and the customer, so a new one is not opened

Service conversations

A service conversation opens when a message other than a message template is sent to a customer and there is no open conversation of any category between you and the customer.

Please note that there must be a customer support window between you and the customer before you can send them a message that is not a template. You can send free messages in open conversations otherwise you can only send templates

For example:

• Hour 0: You send a targeted promotion (marketing template) to a customer. There is no open marketing conversation between you and the customer, so a 24-hour marketing conversation opens.

• Hour 4: The customer sends you a message. This opens a customer support window between you and the customer, allowing you to send any type of message for the next 24 hours.

• Hour 5: You send an interactive list message to the customer. There is already an open conversation between you and the customer (a marketing conversation in this case), so a service conversation is not opened.

• Hour 24: The marketing conversation expires.

• Hour 25: The 24-hour customer service window is still open, so you send a second text message to the customer. There is no longer an open conversation between you and the customer, so a 24-hour service conversation opens.

• Hour 26: The 24-hour customer service window is still open, so you send a third text message to the customer. There is already an open service conversation between you and the customer, so a new service conversation is not opened.