WhatsApp has become an essential communication channel for businesses to reach and engage with customers. With over 2 billion users globally, WhatsApp offers an unparalleled opportunity for companies to connect with their audience in a personal and direct way.
While WhatsApp started as a messaging app for personal chats, businesses soon realized its potential as a customer engagement platform. WhatsApp now provides various solutions that enable enterprises to have conversations with users at scale.
In this article, we will explore the following aspects of how businesses are using WhatsApp:
- Why do businesses use WhatsApp for customer engagement?
- Different ways businesses can send WhatsApp messages
- Building an effective WhatsApp marketing strategy
- Tips for businesses to use WhatsApp effectively
- Rules and regulations for businesses using WhatsApp
Understanding these key points will help you successfully adopt WhatsApp as a channel to converse with your customers and drive business growth.
Why Do Businesses Use WhatsApp for Customer Engagement?
Here are some key reasons why businesses across sectors are turning to WhatsApp for their customer engagement needs:
High Engagement
WhatsApp has very high user engagement with the average user spending over 40 minutes per day on the platform. This presents a great opportunity for brands to connect with users when they are active on the app.
Real-Time Communication
WhatsApp’s real-time messaging capability allows businesses to have meaningful conversations with customers and respond to their needs promptly. Instant communication strengthens customer relationships.
Cost-Effective
Compared to other channels like SMS or email, WhatsApp provides a cost-effective way for businesses to reach customers at scale. The subscription plans are affordable and offer great value.
Supports Multi-Media
Businesses can make use of images, videos, documents and voice notes along with text messages on WhatsApp for more interactive and engaging communication.
User Trust
Since users actively check WhatsApp to chat with friends and family, they are more receptive to opening and responding to business messages on the platform as well.
Targeted Segmentation
WhatsApp business messaging allows businesses to segment users based on location, interests, demographics etc. and send relevant content.
Lead Generation
The personalized communication possible on WhatsApp makes it easy for businesses to qualify leads and drive conversions.
Different Ways Businesses Can Send WhatsApp Messages
While WhatsApp started out as a consumer messaging app, it has evolved to provide the following options that enable businesses to message users:
Using a Valid Phone Number
Businesses can directly message customers using a valid business phone number. However, this method has limited capabilities and cannot be used to message users who haven’t messaged the business first.
Through WhatsApp Business App
The WhatsApp Business app unlocks advanced messaging tools for businesses like quick replies, away messages, statistics and more along with added control and customization.
By Integrating with a Business Solution Provider
There are authorized WhatsApp Business Solution Providers that businesses can work with to manage communication at scale. These providers facilitate easy messaging and provide usefulfeatures.
Using WhatsApp Cloud API
The WhatsApp Cloud API allows businesses to programmatically integrate WhatsApp with their systems and applications to optimize and automate conversations.
Through WhatsApp templates in Facebook Ads Manager
Facebook Ads Manager enables creating WhatsApp click-to-message ads that allow users to message businesses straight from an ad with a single tap.
Let’s look at these different WhatsApp messaging methods for businesses in more detail:
Using a Valid WhatsApp Business Number
WhatsApp allows any business to use their valid phone number to have basic conversations with customers on the platform. However, there are some limitations with this approach:
– Can only reply to messages received, cannot initiate new chats
– Limited features compared to WhatsApp Business app
– No control over opt-outs or blocking
– Cannot customize notifications or greetings
– No reporting or metrics available
This method suits solo entrepreneurs or small businesses that want a basic WhatsApp presence alongside their phone communication. But larger companies will need more sophisticated tools to manage WhatsApp communication.
Through the WhatsApp Business App
The WhatsApp Business app unlocks more capabilities for businesses using WhatsApp. Key features include:
– Can message users who haven’t messaged first (must comply with regulations)
– Customizable business profile
– Automated welcome messages and away messages
– Quick replies for common questions
– Labels to tag conversations for tracking
– Stats on messages delivered, read etc.
The WhatsApp Business API can integrate with the Business App to further improve capabilities. This official business app gives better control over messaging and branding. It is suited for medium businesses looking to establish a WhatsApp presence.
By Partnering with a WhatsApp Business Solution Provider
For larger businesses that need to manage communication at scale, working with an authorized WhatsApp Business Solution Provider is the best approach. These providers can send messages on behalf of businesses through their integrated platform.
Key benefits of working with a Business Solution Provider:
– Automated conversations | – User behavioral segmentation |
– Predictive analytics | – Multilingual bot support |
– Quick integrations | – Omnichannel engagement |
– Broadcasting messages | – 24×7 support |
Providers use machine learning to optimize the customer experience. This method is ideal for large enterprises that need advanced capabilities.
Using WhatsApp Cloud API
The WhatsApp Cloud API enables businesses to directly integrate WhatsApp with their backend systems like CRM, support desk etc. Developers can build customized WhatsApp experiences by leveraging the API.
Key capabilities with the Cloud API:
– Send and receive messages programmatically
– Queue messages for efficient handling
– Integrate with business workflows
– Develop personalization and automation
– Handle opt-ins and opt-outs
– Get insights through webhooks
The WhatsApp Cloud API is suited for tech-savvy businesses that have the in-house technical expertise to build and manage integrated solutions.
Through WhatsApp Templates in Facebook Ads
Facebook Ads Manager provides the option to add a WhatsApp click-to-message button to ads. When users click this button, they can directly start a WhatsApp chat with the business.
Benefits of using WhatsApp templates in Facebook ads:
– Drive engagement through the WhatsApp channel
– Get new leads from Facebook campaigns
– Retarget website visitors with customized messages
– Track conversions initiated through WhatsApp
This method allows creating awareness and driving conversions for businesses through Facebook ad engagement. The WhatsApp experience still needs to be managed separately.
Building an Effective WhatsApp Marketing Strategy
To succeed with WhatsApp business messaging, companies need to develop an effective marketing strategy optimizing this channel. Here are some tips on creating a winning WhatsApp strategy:
Clearly Define Objectives and KPIs
Having clear goals and key performance indicators helps track progress and ROI accurately. Objectives could be lead generation, customer support, order confirmations etc.
Integrate with Other Channels
WhatsApp works best when integrated into a seamless omnichannel experience. Ensure it aligns well with your email, social media, ads etc.
Segment Your Audience
Group your audience into segments like demographics, purchasers, website visitors etc. and customize your engagement accordingly.
Create Relevant Content Formats
Leverage images, videos, infographics, catalogs, lists and other formats for visually engaging content. Align content to audience preferences.
Develop Conversational Workflows
Map out messaging workflows to handle different customer paths like browsing, purchases, support etc. Create automations where possible.
Set Up Reporting Dashboards
Have accurate reports on campaign reach, engagement, conversions and other metrics. Continuously optimize based on insights.
Stay Compliant with Regulations
Follow WhatsApp guidelines and best practices in all messaging to avoid violations that can affect deliverability or cause legal issues.
Test and Iterate Regularly
Keep testing new ideas like offers, formats, segments etc. and refine your strategy based on results. Agility is key.
Following these best practices will lead to an effective WhatsApp approach aligned to your business goals, audience needs and capabilities.
Tips for Businesses to Use WhatsApp Effectively
Here are some proven tips for businesses to get the most out of WhatsApp communication:
Display a Clear Business Profile
Create a complete profile with business name, description, email, address and customer care information. This builds credibility and trust.
Make Opting In Easy
Use clear call-to-actions across channels directing customers to opt into WhatsApp communication. Simplify the onboarding process.
Personalize Greetings
Welcome new contacts with friendly, personalized greetings. This helps establish rapport. Example: “Hi [name], welcome to [brand]!”
Respond Promptly
Set up processes to monitor WhatsApp messages closely and respond quickly. This improves satisfaction. Assign responsibilities.
Communicate Visually
Make use of photos, videos, gifs and documents to explain products/services. Visuals are more engaging on mobiles.
Offer Quick Links
Share useful quick links to help customers like contact info, brochures, social media, FAQs etc. Create a menu if needed.
Automate Relevant Processes
Identify repetitive queries or workflows like order status, shipping details etc. and automate responses. Saves effort.
Create Engaging Broadcast Lists
Segment your subscribers by preferences to send engaging content like promotions, updates, offers etc. Ensure subscribers consent.
Make Two-Way Conversations
Encourage users to respond or give feedback to messages. This two-way communication builds long-term engagement.
Integrate with Other Channels
Ensure WhatsApp works cohesively with your website, app, emails, ads etc. Develop an omnichannel strategy.
Rules and Regulations for Businesses Using WhatsApp
While WhatsApp offers great opportunities for business messaging, companies need to be mindful of the platform’s regulations. Here are some key guidelines to follow:
Get Opt-in Consent
You can only message users who have voluntarily opted in to receive messages. Consent must be documented.
Honor Opt-Out Requests
If a user opts out of messages, immediately honor the request and delete the contact. Maintain suppression lists.
Don’t Spam or Mass Message
Avoid sending promotional blasts to users en masse. Personalize content and segment recipients.
Protect User Data
Follow data protection laws and only collect necessary user information through lawful means.
Be Clear in Communications
Properly identify yourself, use clear call-to-actions, and avoid vague or misleading language.
Label Commercial Messages
Clearly identify promotional messages as marketing content as per regulations in the user’s country.
Don’t Imply WhatsApp Affiliation
Do not suggest direct WhatsApp endorsement or partnership if you don’t have one.
Comply with WhatsApp Requirements
Review WhatsApp Business messaging policies regularly and comply with all terms and conditions.
Staying compliant ensures your business avoids penalties, blocked accounts or legal issues when using WhatsApp. Check WhatsApp guidelines for your country.
Conclusion
WhatsApp has evolved into an indispensable communication channel that enables meaningful conversations between businesses and customers. Companies can choose from various options like the WhatsApp Business app, Business Solution Providers, Cloud API and Facebook integration to get started with WhatsApp messaging.
An effective WhatsApp strategy requires clear objectives, audience segmentation, locally relevant content and omnichannel alignment. With certain best practices around personalization, automation and compliance, businesses can excel at using WhatsApp to engage customers and drive growth.
WhatsApp business messaging is already delivering tremendous value for early adopters. As more companies integrate WhatsApp across customer touchpoints, its role in marketing and customer experience will continue to grow. Businesses that use WhatsApp thoughtfully will be best positioned to build lasting customer relationships through this channel.