WhatsApp has become one of the most popular messaging platforms in the world, with over 2 billion active users. The ability to automate and send programmatic messages on WhatsApp can be very useful for businesses and developers. In this comprehensive guide, we will walk through the different methods and tools available to send automated WhatsApp messages.
What are programmatic messages on WhatsApp?
Programmatic messages refer to automated messages that are sent without manual user intervention. These are messages that are triggered and sent automatically based on preset rules and conditions. For example, an e-commerce business can set up automated WhatsApp messages to send order confirmations, shipping notifications, etc to its customers. Other use cases include sending reminders, alerts, notifications, personalized offers, and more.
Programmatic messaging helps businesses and developers:
- Save time and effort by automating repetitive communication tasks
- Deliver timely, personalized, and context-specific messages to users
- Improve customer experience and satisfaction
- Increase user engagement by sending relevant notifications and offers
Methods to send automated WhatsApp messages
There are primarily two methods available currently to send automated WhatsApp messages:
1. Using WhatsApp Business API
WhatsApp Business API allows businesses to integrate WhatsApp into their applications and systems to send automated messages programmatically. The WhatsApp Business API provides flexibility to send various types of messages including text, images, videos, documents, buttons, list messages, location messages, etc.
Here are the key capabilities provided by the WhatsApp Business API:
- Send text, media, contacts, location and document messages
- Receive and respond to messages from users
- Create customized message templates
- Set up welcome messages for new conversations
- Configure reply buttons
- Send messages to groups
- Queue messages when offline
However, WhatsApp Business API access is currently limited to vetted WhatsApp Business account holders only. The API is not open to all developers yet.
2. Using WhatsApp third-party tools
For those without access to WhatsApp Business API, third-party tools and SaaS platforms offer alternate solutions to send automated WhatsApp messages. These tools simulate the process of manually sending WhatsApp messages behind the scene. Popular tools include:
- ChatFuel
- Yellow Messenger
- Wati
- SendPulse
- Chatbird
- ManyChat
These tools provide easy drag-and-drop interfaces to create WhatsApp bots and workflows to send all kinds of automated messages on WhatsApp. They take care of managing the WhatsApp business accounts and sending messages on your behalf based on your configured rules and scenarios.
The main limitation is that these tools can only send plain text messages, while the WhatsApp Business API provides more flexibility with media, buttons etc.
Steps to send automated WhatsApp messages
Now let’s look at the step-by-step process to set up and send automated WhatsApp messages using the WhatsApp Business API or third-party tools:
Using WhatsApp Business API
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Get approved for WhatsApp Business API access
You need to apply for WhatsApp Business API access and go through their review process. WhatsApp approves companies based on their use cases and compliance policies.
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Integrate the API
Once approved, you can integrate the WhatsApp Business API into your software systems and applications using their SDKs and code samples for different platforms like Node.js, Java, Python etc.
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Create WhatsApp business account
You need to set up an officially verified WhatsApp business account. This account will be used for managing conversations and sending programmatic messages.
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Implement your messaging logic
Using the API calls, you can start building your programmatic messaging logic including message content, personalization, recipients list, triggers, scheduling, queuing etc.
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Test and deploy
Thoroughly test your automated messaging implementation. When ready, deploy it your production systems.
Using WhatsApp third-party tools
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Select a tool
Evaluate and select a suitable third-party tool like ChatFuel, Yellow Messenger etc. based on your use case, budget and capabilities needed.
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Create WhatsApp business account
You need to set up an officially verified WhatsApp business account that will be linked to the tool.
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Connect phone number
Connect your WhatsApp business account phone number to the tool so it can access your messages and send messages on your behalf.
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Build messaging workflows
Use the tool’s drag-and-drop interface to set up your programmatic messaging flows including triggers, personalization, branching logic etc.
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Test and go live
Test your messaging workflows thoroughly before deploying them.
WhatsApp guidelines for automated messaging
It is important to ensure your automated WhatsApp messaging complies with their guidelines and terms of service. Here are some key guidelines to follow:
- Always identify yourself correctly and avoid anonymous messaging.
- Provide options for users to opt out of receiving your messages.
- Do not spam users or send too many messages without consent.
- Do not impersonate or falsely represent yourself.
- Do not illegally scrape or obtain user data without permission.
- Comply with all applicable data protection and privacy laws.
Make sure you have consent from users to send them automated messages. Do not bombard users with too many messages which can lead to your account being blocked by WhatsApp.
Use cases for automated WhatsApp messaging
Here are some examples of impactful use cases to leverage automated WhatsApp messaging:
Customer notifications and alerts
Send timely order, shipping, payment notifications to customers. Alert them regarding account activity.
Polls and surveys
Conduct polls, surveys and collect user feedback, reviews seamlessly via WhatsApp.
Appointment reminders
Remind customers about upcoming appointments, interviews, events.
OTP confirmations
Send one-time passwords, codes, links for secure verification and 2FA.
Personalized promotions
Send personalized offers, coupons, discounts based on user preferences and behavior.
Event invites
Send mass invites for webinars, meetings, conferences over WhatsApp.
Alert subscription
Allow users to subscribe to receive timely alerts like for news, traffic, etc.
Benefits of automated WhatsApp messaging
Leveraging automated WhatsApp messaging offers many benefits for businesses and developers:
- Increased efficiency – Automate time-consuming manual messaging tasks
- Cost saving – Reduce cost of hiring dedicated customer support agents
- Faster communication – Instantly reach customers and users at scale
- Personalization – Send tailored, contextual messages to each user
- Higher engagement – Drive more conversions and retention with relevant communication
- Better analytics – Track user behavior and messages performance
- 24/7 availability – Messages can be sent round the clock without human intervention
Key takeaways
Here are some important points to keep in mind:
- Automated WhatsApp messaging helps deliver personalized, timely communication at scale.
- WhatsApp Business API provides more advanced capabilities compared to third-party tools.
- Ensure compliance with WhatsApp guidelines especially around user consent, opt-out, frequency.
- Test your implementation thoroughly before deploying messages at scale.
- Track performance to optimize message content, timing, targeting and effectiveness.
With the massive reach of WhatsApp, the ability to send automated, programmatic messages unlocks huge potential for businesses to engage their audience. When executed responsibly and with consent, it can become an invaluable communication channel for use cases like customer support, notifications, promotions and more.
Frequently Asked Questions
Is automated messaging allowed on WhatsApp?
Yes, WhatsApp does allow automated programmatic messaging in compliance with their guidelines. Businesses need to ensure they have opt-in consent from users and provide options to opt out from receiving messages.
Do I need a WhatsApp Business account?
Yes, to send automated WhatsApp messages you need to have an officially verified WhatsApp Business Profile or WhatsApp Business API account.
What are the limitations of third-party tools?
Third party tools can generally only send plain text messages. Advanced features like media messages, buttons, QR codes are usually not supported without the WhatsApp Business API.
Can I export my WhatsApp chat history?
WhatsApp does not allow exporting full chat history due to privacy reasons. You can only export limited chat history manually or using some third-party apps at your own risk.
Is there a limit on how many messages I can send daily?
WhatsApp does not allow sending broadcast messages to more than 256 users at once. For one-to-one messaging, WhatsApp may block accounts sending too many automated messages without consent.
Conclusion
Automated WhatsApp messaging is a powerful capability for businesses looking to transform their customer engagement. With the right tools and strategies, it enables more efficient, personalized and real-time communication at scale. Responsible automation as per WhatsApp guidelines unlocks the true potential of the platform while preventing misuse. As the API access opens up more in future, innovative use cases for programmatic messaging will continue to evolve on WhatsApp.