WhatsApp has become one of the most popular messaging apps in the world, with over 2 billion users globally. Given its huge user base, many small businesses and entrepreneurs are exploring ways to leverage WhatsApp to sell products and services directly to customers. However, WhatsApp was not originally designed as an e-commerce platform. So can you really use WhatsApp to sell products and run a business? Let’s take a closer look.
WhatsApp for Business
In 2018, WhatsApp launched a separate app called WhatsApp Business to enable businesses to have a presence on WhatsApp. WhatsApp Business provides features tailored for businesses such as business profiles, messaging statistics, away messages and quick replies. This makes it easier for businesses to manage conversations with customers and use WhatsApp in a professional way. However, WhatsApp Business still has significant limitations in terms of e-commerce capabilities.
Selling through WhatsApp organically
Many entrepreneurs and small business owners have tried to sell through WhatsApp organically, without relying on specific e-commerce features. This involves using WhatsApp messaging and groups to display products, interact with customers, share product catalogs, send invoices and arrange payment and delivery. Some sellers also use third-party payment links and delivery services to facilitate transactions.
The main advantage of this approach is it allows any business or individual to start selling through WhatsApp quickly and easily, without needing to build a full e-commerce website. It provides a way to reach WhatsApp contacts who may already trust you as a seller. Messaging also allows for more personal customer interaction.
Limitations and risks
However, there are also considerable limitations and risks to selling through WhatsApp organically:
- No integrated payment system – Customers have to pay separately using bank transfers, cards, cash or third-party payment links.
- Lack of proper storefront – Harder for new customers to browse products.
- Unorganized and chaotic – Messages can get lost and products difficult to showcase.
- Inventory and order management must be handled manually.
- No customer purchase history or ability to save carts.
- Security and spam risks – Scams are common on WhatsApp.
- No proper analytics or sales reports.
- Problems with scalability as business grows.
- Violates WhatsApp’s Terms of Service.
What does WhatsApp’s policy say?
WhatsApp’s Terms of Service explicitly prohibit using WhatsApp for commercial purposes. Some key sections from their terms state:
WhatsApp Terms of Service:
“WhatsApp does not charge you for its services. Instead, WhatsApp’s services are provided to you by WhatsApp free of charge. In exchange, you agree to the terms and conditions of this Agreement so that WhatsApp can provide its services.”
“You will not use our copyrights or Trademarks or any confusingly similar marks, except as expressly permitted by our Brand Guidelines or with our prior written permission.”
“You will not use WhatsApp in any unlawful manner or in a way that would violate, breach, or misappropriate any of our Terms.”
WhatsApp Brand Guidelines:
“You cannot use WhatsApp’s trademarks in a way that incorrectly implies WhatsApp is sponsoring, endorsing or certifying you, your products or services.”
Based on these terms, selling products or services directly through WhatsApp in any way is considered a violation of WhatsApp’s policies. They do not allow people to use WhatsApp for business activities without authorization.
The risks of violating WhatsApp’s policies
Here are some of the key risks sellers face if they violate WhatsApp’s policies by selling through the app:
- Account suspension or ban – WhatsApp can suspend or ban accounts completely if it detects policy violations.
- Legal action – WhatsApp’s parent company Meta could technically take legal action against violators.
- Removal of WhatsApp Business privileges – Your business may lose access to WhatsApp Business features.
- Reputational damage – Customers lose trust if your access to WhatsApp is restricted.
- Loss of customer data and conversations – Your account data will be inaccessible if banned.
- No support from WhatsApp – You cannot rely on WhatsApp for any selling issues.
Getting banned from WhatsApp can be seriously damaging for any business that relies on the platform to communicate with customers. So the risks typically outweigh the convenience of selling through WhatsApp informally.
Alternatives for selling through WhatsApp legally
If you want to sell through WhatsApp in a compliant way, there are some alternative options:
Use WhatsApp for customer service, not sales
You can legally use WhatsApp to follow up on sales, provide support and communicate with customers who contact you first. But the actual order and payment process should happen through your website or app.
Use an e-commerce platform that integrates with WhatsApp
There are various third-party platforms that provide an e-commerce storefront with WhatsApp integration. This allows you to share your store catalog and accept orders through WhatsApp while remaining compliant.
Register for WhatsApp Cloud API
WhatsApp now provides an API that allows approved businesses to programmatically send messages to customers at scale. This could enable e-commerce notifications and ads through WhatsApp. But the API is restricted and approval is required.
| Platform | Key Features |
|---|---|
| Shopify | Lets you share product catalogs and accept orders through WhatsApp. Fully integrated with Shopify store. |
| Woocommerce | Free plugin allows store owners to connect their WooCommerce catalog to WhatsApp. |
| CommerceJS | Headless e-commerce that can integrate with WhatsApp via the API. |
| Mailchimp | Marketing platform with WhatsApp integration to send notifications. |
Conclusion
While WhatsApp has tremendous reach, its terms of service prohibit using it as a sales platform without authorization. Any business selling through WhatsApp risks account suspension and other issues. For compliant WhatsApp selling, specialized e-commerce integrations and platforms are better options than informal organic use. WhatsApp can legally facilitate customer service and post-sale communication. But the actual order process should happen on a secured e-commerce website or app integrated with WhatsApp. With the right tools, WhatsApp can legally complement sales without fully replacing an e-commerce platform.