Key Takeaways
• AI is transforming traditional business communication pricing from per-message or per-seat models to outcome-based and bundled structures.
• Companies like Infobip, Tanla Platforms, and Route Mobile are introducing AI-driven pricing tied to engagement and business value.
• Clients are paying premium prices for AI-enabled campaigns due to improved performance and automation efficiency.
• Generative AI applications are emerging but face challenges related to high costs and pricing standardization.
• AI is enabling cross-channel automation, driving CPaaS platforms to rethink pricing across voice, SMS, WhatsApp, and app messaging.
Artificial intelligence is rapidly changing how communication services are priced. Instead of the industry-standard pay-per-message or pay-per-seat models, providers are moving toward flexible pricing strategies that emphasize outcomes and bundled services.
Infobip is now pursuing bundled models that resemble telecom plans, allowing predictable consumption across communication channels.
AI Campaigns Justify Premium Pricing
Tanla Platforms is tailoring pricing to each customer’s specific AI use case, especially when campaigns yield quantifiable performance boosts.
In one case, Tanla helped a retail brand launch an AI-powered WhatsApp campaign that invited users to upload photos of broken appliances for discounts. The advanced image recognition technology was costly, but resulted in coupon redemption rates up to 30 times higher than normal.
• AI campaigns deliver higher ROI, supporting higher upfront costs.
• Clients are prioritizing measurable outcomes over traditional message volumes.
• Multimodal applications like image recognition open new value streams.
Generative AI Use Cases Face Cost Barriers
Despite its promise, generative AI (GenAI) still struggles with high operational costs and a lack of standardized pricing frameworks. Route Mobile is actively deploying GenAI in conversational workflows but remains cautious about scale.
One example is an AI-powered WhatsApp bot that helps insurance customers select policies more accurately, aiming to eliminate human error in the recommendation process.
Cross-Channel AI Automation Redefines Pricing Logic
AI allows companies to unify customer interactions across SMS, voice, WhatsApp, RCS, and in-app platforms. As a result, providers are building engagement-based bundles that reduce human labor while maximizing reach and personalization.
• AI agents manage conversations end-to-end across multiple platforms.
• Pricing is increasingly based on business goals, not technical usage.
• Bundled models improve cost predictability for enterprises.
AI’s role in communication technology is not just operational—it is economic. As CPaaS providers embrace AI-driven automation, they must realign their pricing strategies to reflect the strategic value offered. Outcome-based pricing, once niche, is rapidly becoming standard.
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