> For the complete documentation index, see [llms.txt](https://docs.cekat.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.cekat.ai/en/additional-information/meta-information-and-pricing.md).

# Meta Information & Pricing

### **How Cekat clients funnel leads**

1. **CTWA (Click to WhatsApp)**
   * CTWA is one of the most common ways to advertise. It's a type of Meta ad (Instagram and Facebook) where a lead who clicks the ad is taken straight to the seller's WhatsApp.
2. **LPWA (Landing Page to WhatsApp)**
   * LPWA is another popular approach. It's a type of Meta ad (Instagram and Facebook) where a lead who clicks the ad is taken to the seller's landing page (or website). From there, the lead is guided through a few more steps. Common flows include:
     * **Direct to WA:** the landing page has a button that goes straight to WhatsApp.
     * **Short form to WA:** the landing page has a short form (usually name and address), then sends the lead to WhatsApp with the form details already filled in.
     * **Long form to WA:** the landing page has a longer form (name, address, product and so on), then sends the lead to WhatsApp with the form details already filled in.
     * **Form to OO, confirm by WA:** the landing page has a longer form (name, address, product and so on), but doesn't send the lead to WhatsApp. The order goes into the order list in the online order system, and the customer then needs to be contacted to confirm it.

***

### **1. Meta pricing**

Meta has updated its pricing for conversation categories as follows:

* **Inbound (Service)**:
  * **Price**: **Free** for service conversations from 1 November 2024. This means any conversation a customer starts with a question or support request isn't charged.
* **Outbound (Marketing)**:
  * **Price**: around **Rp 550** per conversation. This covers marketing messages a business sends for promotions or announcements.
* **Outbound (Utility)**:
  * **Price**: around **Rp 300** per conversation. This covers messages about transaction updates, confirmations and reminders.

### **2. Upcoming changes**

* **From 1 April 2025**:
  * Utility message templates become free within an open customer service window. Once the 24-hour window closes, though, charges are based on the number of messages sent rather than per conversation.
* **From 1 July 2025**:
  * Meta changes its pricing model further, moving from 24-hour conversations to pricing based on message templates and their categories.

### **3. Important notes**

* **The 24-hour conversation window**\
  When a user contacts a business, a 24-hour conversation window opens, during which the business can send messages at no extra cost. Once the window closes, the business has to use an approved message template to keep the conversation going.
* **Starting a chat:**\
  If the customer hasn't messaged again by 7 a.m. the next day and the seller wants to reach out first, the seller has to start the chat (outbound) with a template. Official WhatsApp doesn't allow starting a chat with a regular message; it has to be a template.
* **Message templates:**\
  Sending a utility template costs **Rp 300**, while a marketing template costs **Rp 550**.
* **Payments go directly to Meta:**\
  All of these charges come from Meta and follow Meta's rules, not Cekat's. Payments are made directly to Meta, which shows that Cekat doesn't mark up the price.