Whatsapp for business is actually good for consumers
Marketers over the world have always wondered how and when will Whatsapp open its platform for them to reach out to consumers.
Businesses were confused as to why a platform so ubiquitous with almost 1 billion daily active users across the globe, loved by users and sitting on so much data had still not allowed businesses to connect with users
There almost came a time when we thought things are going to change when Facebook bought Whatsapp in 2016 for a whopping 19 Billion USD. We all thought now is the time, but to much respite for users it still remained the only platform sans all the ads.
Until recently when Whatsapp on its blog announced that it has launched Whatsapp for Business. Before you start thinking, here comes another sell out, let’s pause and take a moment to realize that Whatsapp for Business, may actually be good for users.
Whatsapp was not open for businesses officially, till sometime ago, however a lot of business was already happening on Whatsapp. We have heard stories of people starting a cooking, bakery or an artifical jewellery business taking orders on whatsapp. We have also heard stories of small businesses saving much on travel by sharing pictures and getting approval on the end product. There are stories of businesses like food delivery, hyperlocal errand services and others taking shape completely on whatsapp. Not so long ago, even movie promotions were happening on whatsapp.
Whatsapp for Business only makes it easier to separate your transactional conversations from personal chats thus reducing chaos.
So, how will it work?
It’s simple, whatsapp will give businesses a verified tick and an official business account which will allow them to send messages to customers.
The power will still be in the customer’s hand where they will be able to block businesses from sending more messages to them. Check below.
How is it good for consumers?
Firstly, this will officially announce the demise of SMS for whatever little use it had. No more searching important information in your SMS inbox amidst all the OTP and spam messages.
Secondly, to some extent it will decrease the dependency on email. No longer searching for important emails amidst all the promotional, spam, transaction, social notifications and updates among others.
Most importantly, it will make conversation between customers and businesses more direct, personal and instant. For example, you have booked a flight and a hotel on MakeMyTrip. Below are some of the questions on which MakeMyTrip can start a conversation with you.
- Sending you a copy of your ticket
- Sending notifications on flight delays etc.
- Information on airport terminal, check-in timings, baggage allowance
- Reminder to leave to reach the airport at the right time
- Traffic updates and assist with cab booking
- Sending weather update on the place that you’re visiting
- Sending tips on getting around, recommendation on things to do
- Reminding you about booking your return trip
- Fare updates on your favorite route
- Communicating on cancellations/refunds if any
- Reviews, complaints, feedback
For the consumer it becomes a one stop solution for everything and avoiding the need to juggle between multiple SMS, emails and more. To some extent, some brands like Goibibo are already making an effort to reduce pre-travel anxiety by emails like below,
but we may all agree that in 2018, whatsapp is an easier medium to access for all age groups compared to emails, besides, it’s extremely easy for emails to get lost in all the chaos that a 2018 inbox is.
The above example was presented for a travel brand, similar such solutions can be crafted for other service brands in banks, online shopping, mobile wallets and more.
If whatsapp and businesses make their products talk to each other in the way it is intended, it will save a lot of time, resources and money for both brands and customers to solve issues, queries and concerns in a seamless way.
The circle will be complete when Facebook completely rolls out its Click to Whatsapp ads and allows consumers to proactively communicate on whatsapp beyond the robotic system triggered messages.
What if this backfires?
It’s completely possible. This move has the potential for it to become as chaotic as our SMS and email inboxes are today. Brands will walk on an extremely thin line between helpful and intrusive. Only time will tell on how marketers and businesses approach this.
All said and done, on the face of it, it makes the life of a consumer easier and organized.
