No products in the cart!
Please make your choice.View all catalog
If you’re looking into WhatsApp Business API, congrats on a sound business decision! WhatsApp is the most popular messaging app with a 98% open rate. 🤯
This makes it a must-have channel for customer engagement and support. But which of the three WhatsApp solutions should you choose? There’s a big difference between WhatsApp and WhatsApp Business. The WhatsApp Business API adds even more layers of functionality for marketing.
An API connects two software tools together so they can talk to each other and share data.
The WhatsApp Business API connects a marketing platform or CRM with the WhatsApp business solution. Access is granted through official WhatsApp business partners, mainly marketing SaaS providers.
In short, your software needs a WhatsApp integration to be able to use WhatsApp API to send messages (Sendinblue users, watch this space! 😉).
This is because the WhatsApp Business API isn’t a stand-alone software program, but uses the interface of the partner for campaign creation, performance tracking, and list management.
Thus, the WhatsApp Business API adds a wide range of marketing capabilities to your marketing toolbox and opens up a lot of opportunities, including:
The WhatsApp Business API is a robust integration, built for mid-sized and large businesses with bigger customer care teams and more complex customer engagement tactics. You’d be able to communicate directly with each customer as needed, providing better customer experience and saving time thanks to the automation capabilities.
The easiest way to get access to the WhatsApp Business API is through a business solution provider. This way, you get to use the more user-friendly interface of the platform and don’t have to integrate the API directly to your backend. No developer skills needed!
Without an Official Business Account, the display name is subtly shown next to the phone number, not instead of it.
Here’s a quick overview of the steps needed to get started with WhatsApp for business:
WhatsApp button on Facebook
So what can you do with the WhatsApp Business API?
The business profile in WhatsApp is like a business card. You can add your logo, address, business hours and even products directly. So when people look you up on the app, they can see all this info without going to your website.
Understanding the types of messages WhatsApp supports is important both for using it to its full potential and to budgeting the costs.
First, there are outbound and inbound messages.
One big advantage of WhatsApp messages over SMS is that it supports interactive messages, including images, video, attachments, reply buttons, products, and lists.
An inbound message and an answer with file attached
Another important aspect of WhatsApp Business API is the 24-hour sessions. They’re key to pricing and what’s allowed.
So if a user contacts you on WhatsApp, you have 24 hours to answer in a free form message or exchange as many messages as needed. If more than 24 hours have passed since the customer’s last message, you can reopen the conversation with a template message. This is to ensure end users only get high-quality messages as per WhatsApp guidelines.
If you want to start a conversation, this is outbound messaging and needs to be done with a template. Templates can be created in the Facebook Business Manager or using the WhatsApp Business API partner’s interface. Below, you can see some of the templates available. For now, templates cannot be edited, only deleted. It’s best to use a test account to avoid the need for editing.
Since the WhatsApp Business API taps directly into your CRM, you can use customer behavioral data to send timely and relevant WhatsApp messages.
Just some use cases ideas for you:
You’ll be charged for the messages delivered and a markup for the WhatsApp Business API service provider.
Meta calls it “conversation-based pricing”. This means one charge per 24-hour conversation, no matter how many messages are exchanged during this window. Rates depend on the country of the customer, and whether it was a business-initiated or user-initiated conversation.
The first 1,000 conversations per month are free. You also won’t be charged for conversations that start when a user clicks on an ad or a Facebook CTA button (ads are paid separately however). There is progressive discount on volume. Find out more here.
User contacts a business via a WhatsApp CTA on Facebook, source: techcrunch
WhatsApp has strict policies in place to keep the customer experience positive and to avoid becoming a spam channel. Here are what you should keep in mind.
Messages can be up to 1k characters. You can have up to 250 templates and up to 25 phone numbers per WABA, but unlimited WABAs in one Business Manager.
Quality rating is WhatsApp’s way of measuring the customer experience you provide. Similarly to sender reputation in email marketing, it’s measured by the recipients’ reaction to your messages — if they read and respond, or block and report them. Lower quality rating will impact your ability to send notifications when you need to. To avoid that, follow WhatsApp’s best practices.
Messaging limits are imposed. They depend on the quality of your outbound messages and the volume you send. If your rating isn’t low and you increasingly reach more customers, you’ll get bumped up to a higher tier. Here’s a detailed explanation of the process.
If you already have a business account and use Sendinblue, contact us to join the waiting list for WhatsApp Campaigns Beta. Or keep an eye here and on social media when we announce the official launch.