WhatsApp is one of the most popular messaging apps in the world, with over 2 billion monthly active users. In recent years, WhatsApp has also emerged as an important channel for brands to engage with customers. A WhatsApp channel allows brands to have conversations with customers and provide support, similar to traditional messaging apps. However, WhatsApp offers some unique advantages that make it an attractive option for businesses.
What are the benefits of WhatsApp channel for brands?
Here are some of the key benefits of using WhatsApp as a channel for brands:
- Huge reach – With over 2 billion users, WhatsApp provides access to a very large audience spread across different demographics and geographies.
- Real-time communication – WhatsApp allows brands to have real-time conversations with customers and respond to queries instantly.
- Personalized engagement – Messages on WhatsApp feel more personal and intimate compared to other digital channels.
- Rich messaging – WhatsApp supports features like images, videos, documents, voice messages and more to enrich conversations.
- Cost effective – WhatsApp business solutions are free or relatively inexpensive compared to other customer service channels.
- Seamless customer experience – Customers can transition easily from personal chats to business chats without installing any new apps.
- Analytics and automation – WhatsApp business solutions come with tools to automate messages and analyze performance through dashboards.
The personal, intimate nature of WhatsApp combined with its rich features make it a great platform for brands to engage with customers and nurture relationships.
What are the different ways brands can use WhatsApp channels?
WhatsApp channels are highly versatile and can be used by brands in many different ways, including:
- Customer support – Instantly respond to customer queries, address complaints and provide assistance.
- Lead generation – Use WhatsApp to qualify leads, understand needs and drive conversions.
- Surveys and feedback – Conduct polls, collect feedback and understand customer sentiments.
- Promotions and offers – Run exclusive deals, send coupons and promote products through WhatsApp.
- Product updates – Notify customers about new product launches, features and updates.
- Event reminders – Send event invites, reminders and updates to drive engagement.
- Loyalty programs – Engage members through targeted content, rewards and perks.
- Notifications and alerts – Send shipping confirmations, order updates and security alerts.
- Content marketing – Share useful tips, how-to guides and engaging content.
Brands across diverse sectors from e-commerce to financial services are using WhatsApp innovatively to achieve their business goals.
What are some best practices for using WhatsApp as a business?
Here are some tips to ensure you use WhatsApp effectively and ethically as a brand:
- Get customer consent before adding them to WhatsApp lists.
- Ensure opt-out is easy – Provide clear opt-out instructions in messages.
- Personalize messages with names, avoid spamming with mass broadcasts.
- Answer swiftly, be helpful and patient for best customer experience.
- Set up automated greeting, away and busy messages to manage expectations.
- Make conversations two-way – Don’t just broadcast, listen to customer too.
- Train customer service agents well inWhatsApp etiquette and voice replies.
- Use rich media like images and videos, but don’t overwhelm customers.
- Monitor performance with built-in analytics to optimize campaigns.
- Integrate WhatsApp with your CRM and other systems to manage conversations.
Following best practices ensures your WhatsApp business channel provides value to customers and builds trust.
What are the different WhatsApp Business API tools?
WhatsApp provides the following tools under its Business API offering to simplify business integration:
WhatsApp Business App
A separate app designed for small businesses to manage conversations at scale and use features like quick replies, greeting messages and labels.
WhatsApp Business API
An advanced API to integrate WhatsApp into business systems. Provides automation, analytics and enables custom development.
WhatsApp Template Messages
Pre-approved templates that businesses can use to speed up conversational flows for common use cases like alerts and notifications.
WhatsApp Cloud API
An API hosted by WhatsApp to simplify development and eliminate the need to host infrastructure.
WhatsApp Business Development Suite
An online platform with resources, documentation and sandboxes to easily get started building on WhatsApp.
These tools allow businesses ranging from startups to enterprises to build on WhatsApp in a structured and scalable manner.
What are the steps to create a WhatsApp channel for my business?
Follow these key steps to launch your own WhatsApp channel:
- Get a business WhatsApp number – Either a dedicated virtual number or your regular business landline/mobile number.
- Create a WhatsApp Business Profile – Add business name, description, email, address and other details.
- Install WhatsApp Business App – On your mobile or use WhatsApp Web for managing chats.
- Set up auto-replies – Configure greetings, away messages and respond to FAQs.
- Build engagement flows – Draft pre-approved templates for common interactions.
- Promote your WhatsApp number – Via website, packaging, storefront or ads.
- Train agents on WhatsApp etiquette – For handling chats professionally and effectively.
- Monitor performance – Use dashboards and reports to identify areas of improvement.
Start small, learn from early customer interactions and expand the capabilities of your WhatsApp channel progressively.
What are some examples of brands using WhatsApp channels creatively?
Here are a few examples of innovative WhatsApp campaigns run by brands:
1. Hellmann’s: Recipes on Demand
- Hellmann’s set up a WhatsApp channel where users could request recipes by ingredient.
- Users would simply send a message with an ingredient they had available.
- Hellmann’s AI bot would reply with an appropriate recipe using that ingredient.
- The campaign generated high engagement rates with minimal human effort.
2. The Wall Street Journal: Personalized News Digest
- WSJ created a WhatsApp channel for people to opt-in for a daily news digest.
- Subscribers received a morning briefing with top personalized news for them.
- The digest used reader data to deliver relevant content to each user.
- Allowed WSJ to increase subscriptions and build trust via WhatsApp.
3. Sephora: Virtual Beauty Advisor
- Sephora launched a WhatsApp channel that acted as a virtual beauty advisor.
- Customers could ask for product recommendations, tips and tutorials.
- The bot provided personalized responses powered by AI.
- Helped Sephora improve customer experience and engagement.
These examples showcase how WhatsApp channels when designed creatively can deliver value to customers and drive business growth.
What are some common mistakes brands make with WhatsApp marketing?
Some common mistakes brands should avoid are:
- Sending bulk promotional messages without consent
- Using WhatsApp primarily as a broadcast channel
- Neglecting to respond to customer questions in a timely manner
- Failing to integrate WhatsApp with CRM and helpdesk systems
- Not having well-defined opt-in and opt-out processes
- Sharing customer data from WhatsApp with third-parties without permission
- Using WhatsApp communication outside of the approved template ecosystem
- Automating messages excessively without any human intervention
- Not monitoring performance or using analytics available in tools
- Poorly trained agents who don’t follow WhatsApp etiquettes
Avoiding these mistakes and aligning campaigns with WhatsApp business best practices is key to success.
What are some tools that can help manage WhatsApp business channels?
Here are some popular tools used by businesses to manage their WhatsApp presence:
| Tool | Key Features |
|---|---|
| WhatsApp Business App | Official app from WhatsApp for small businesses. Has pre-approved templates, labels, chat list filters. |
| Chatlayer | AI platform with automation, sequencing, analytics. Has team inbox and easy CRM integration. |
| Chatdesk | Omnichannel customer support with advanced automation. Has ticketing, real-time translation. |
| Commbox.io | Suite of conversational tools for marketing, support, operations. Pre-built integrations. |
| Wassenger | Bulk messaging platform with segmentation, drip campaigns. Good deliverability. |
| Applozic | Messaging SDK to add chat to apps and sites. Supports bots, messaging APIs. |
| Smooch | Unified messaging platform across multiple channels. Has bot store, live views. |
| Mailup | Pre-approved templates for transactional use cases. Advanced analytics and reporting. |
Choosing the right tools that align with your business needs and integration capabilities is important for managing WhatsApp effectively.
What is the importance of integrating WhatsApp with a CRM platform?
Integrating WhatsApp with CRM systems like Salesforce, Zoho or HubSpot has the following benefits for brands:
- Tracks complete customer journey – From lead generation to after-sales support.
- Centralized conversations – All chats accessible in one dashboard.
- Enhanced segmentation – Send targeted broadcasts based on CRM data.
- Improved response time – Real-time alerts to respond faster.
- Synced contacts – No need to add manually, synced from CRM.
- 360-degree view – CRM records updated with WhatsApp activity.
- Seamless hand-offs – Easily transfer chats between sales and support.
- Better reporting – CRM reports include WhatsApp metrics.
An integrated CRM approach optimizes how brands use WhatsApp to acquire, engage and retain customers.
How does WhatsApp Business API pricing work?
WhatsApp has introduced tiered pricing plans for its Business API:
| Plan | Monthly Active Users | Price Per Month |
|---|---|---|
| Starter | Up to 1,000 | Free |
| Small Business | 1,001 to 10,000 | $32 |
| Medium Business | 10,001 to 50,000 | $160 |
| Enterprise | 50,001 to 500,000 | Custom |
Monthly active users refer to unique users that have interacted with the business account at least once in the last 30 days.
Unused messages and continuing active users from the previous month are rolled over. Businesses only pay for incremental users beyond their current tier.
The pricing model makes WhatsApp affordable for SMBs, while larger enterprises can discuss customized solutions.
What are some alternatives to using WhatsApp for business?
Some alternatives channels brands can consider beyond WhatsApp are:
- SMS – For critical alerts and notifications to reach all users.
- Email – To nurture leads with specialized email campaigns.
- Social media – Facebook, Instagram, Twitter for promotions, social customer care.
- Live Chat – Instant messaging via website or app with chatbots.
- IVR Calls – Automated calls with pre-recorded responses to frequently asked questions.
- PUSH Notifications – To re-engage and nurture app users.
- Web Push – Send web push notifications to website visitors.
- Direct Messaging – Via own app or platform like Twitter, FB Messenger.
Evaluating these other channels and using a strategic omnichannel approach maximizes customer engagement.
Conclusion
WhatsApp has emerged as a critical channel for brands to engage customers in a personal, intimate and real-time manner. With over 2 billion users, it provides easy access to a huge audience across demographics and geographies.
Brands have seen great success in leveraging WhatsApp creatively for use cases ranging from customer support, promotions, to content marketing and notifications. Integrating it with CRM and using tools to automate messages are key to scale.
Following WhatsApp business best practices and avoiding common mistakes helps build trust and drive business growth. While alternatives like SMS, email and live chat exist, WhatsApp’s ubiquity makes it a must-have channel for brands today.