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WhatsApp Utility Messages Undercut SMS in India, But Marketing Costs Five Times More

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An analysis of messaging costs in India finds no single cheapest channel, with per-message cost depending on message type. A WhatsApp utility message comes to about ₹0.14 delivered including GST, slightly below an SMS transactional message at roughly ₹0.22. A WhatsApp marketing message, by contrast, costs about ₹1.02, around five times an SMS. Voice broadcasts cost about ₹0.47 per answered call but can reach people with feature phones and no data connection. The analysis argues that channels should be chosen by message type and audience rather than by headline rates, and it notes that delivery and answer rates vary and should be tested on a pilot batch before scaling.

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