WhatsApp is undoubtedly the leader in the messaging app field. It is simple to use and convenient and consumers have embraced it with open arms.
With the seismic shift towards conversational customer engagement, customers can now engage with brands and businesses in a more personal and informal way. And from extending customer reach and creating superior brand connections, to engaging with customers in their preferred channels, WhatsApp really measures up to delivering better conversational experiences.
Before you jump into signing up there are some key points that you need to know. There isn’t just one WhatsApp Business account, there are a couple of options depending on the size of your business and what you want to achieve.
WhatsApp has two options for businesses. Although they have a similar name, they’re quite different from one another in their feature set, costs, and the use cases they support.
WhatsApp Business is an app mainly aimed towards small businesses with the purpose of facilitating better customer support and providing an easier way for businesses to connect with their customers.
→ Free
→ For small businesses and SMEs
WhatsApp Business provides basic features to help businesses communicate with their customers and manage their online presence. Some of the key features of WhatsApp Business include:
As it can only be used on one device by one user, this is severely limiting for larger companies. Built for handling individual customer conversations, customer interactions need to be answered on a single mobile phone with the app on it. That’s why using the app in a larger contact centre environment is not scalable. Think of WhatsApp Business like a one-to-one live chat tool, with limited functionality.
To make WhatsApp more scalable Meta introduced the WhatsApp Business API, a secure setup designed for larger companies that need to engage with larger numbers of customers and send and receive a high volume of end-to-end encrypted messages.
→ Paid Usage
→ Enterprise-grade solution for large organisations
WhatsApp Business API offers more advanced features and tools, including:
Sounds wonderful. Let’s sign up. Well, it is not as simple as that.
In short, getting set up with the WhatsApp Business API and creating an account requires approval, messages must be responded to within 24 hours, and outbound Template Messages require pre-approval from WhatsApp before being sent.
If your WhatsApp account is an official business account, the display name will be visible in the chat list chat screens, chat groups, and contacts view instead of the phone number. There will be a green checkmark beside the displayed name in the contact's view.
On the face of it sounds somewhat cumbersome to get approved, it doesn’t have to be. Choosing the right WhatsApp Business Solution Provider (Webio is one) is the key because the features that are available and how well WhatsApp fits into your existing processes depends on it.
Webio has guided many leading financial service and retail companies through this nuanced process with ease and success. Our clients, particularly in financial services, have seen a huge increase in inbound customer engagement with customers that they struggled to have conversations with before.
And with the addition of chatbot or virtual agent automation, we see fewer agents handling higher volumes and customers having a better customer experience.
For more, see:
If you need to improve your customer engagement, talk to us and we'll show you how AI automation via digital messaging apps works. You will love the Webio experience. We promise.
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