Top Marketing Tools: Choosing The Right WhatsApp Business Solution

WhatsApp Business App vs WhatsApp Business API

Ever since its launch a decade ago, WhatsApp has transformed the way friends and family communicate with each other. The speed of communication, being able to view the status of others in your network, and the ability to quickly send messages via text, voice, or other media were all benefits that were hard to resist. Now, thanks to the WhatsApp Business App and the WhatsApp Business API, businesses are enjoying the same advantages in being able to better engage with customers. WhatsApp simply has to be considered as one of your business’s top marketing tools.

The question is: how do you decide whether the app or the Business API is right for your own brand? We’ve broken down what you need to consider before making this decision.

But first… why WhatsApp Business?

We could tell you that 60 billion messages are sent on WhatsApp every day — in 180 countries. Or that the app enjoys 1.5 billion active daily users.

Over 5 million businesses are already using WhatsApp Business

Although these numbers are undeniably impressive, it’s really about evolving consumer habits and how chat apps neatly tie into that. Chat commerce, the intersection of messaging apps with shopping and transacting, is taking off rapidly in the banking, telecommunications, and entertainment industries. The modern, digitally connected consumer has a lot to keep track of, and they simply don’t want to:

• Be forced to visit businesses at a physical store
• Spend time waiting on the phone for a customer service consultant
• Be limited in where and how they can purchase products or services

WhatsApp Business can solve all of these customer pain points.

The WhatsApp Business App

First released in January 2018, the WhatsApp Business App is a free-to-download app perfect for small businesses. The app makes it easier for them to engage with customers. Initially only available for Android devices, the WhatsApp Business app began rolling out on iOS in March this year.

For business owners who were already using their personal WhatsApp number to engage with customers, the app offers the following features to make this process far easier:

• Business profile. Business owners can create a unique, professional business profile with details such as the company website, contact information, and location.
• Messaging analytics. Small businesses can use the app to track the amount of sent and read messages, which provides valuable insight into how specific campaigns are performing.
• Automated responses. This feature means that you can save answers to questions that most of your customers tend to ask, saving time. Responses can also be sent automatically when you are busy and not able to immediately reply.
• Chat labeling. This handy feature makes it possible to categorize chats. For instance, new customers could be grouped together, which means the interactions for those customers will be different.

WhatsApp Business should be one of your top marketing tools

These benefits for small business owners explain why the WhatsApp Business App has proven so useful. For businesses, the greatest benefit is the ability to offer personalized support for their customers — exponentially increasing brand loyalty. For customers, the WhatsApp channel is the fastest, easiest way to track orders or log queries, negating the need to call a business on the telephone or wait for an email response.

Use case examples: WhatsApp Business App

• Leco, an eye care company, uses WhatsApp Business to improve communication between customers and optical specialists — up to 75% of sales are now said to be finalized via WhatsApp
• Nails Bryss, a nail salon in Mexico, sees 95% of appointments being booked via WhatsApp

The WhatsApp Business API

Of course, not every business is small with easily manageable messaging volumes. For medium to large enterprises, especially those with a global customer base, a more robust product than the WhatsApp Business App will be needed — enter the WhatsApp Business API, introduced in August 2018.

With higher messaging volumes comes the need for automation, easy integration with existing communication platforms, and the ability to scale quickly. These are just a few of the advantages of the WhatsApp Business API.

In order to gain access to the WhatsApp Business API, you will have to go through an approval process demonstrating your business’s use case via an Authorized WhatsApp Business Solution Provider like Clickatell. Once approved by WhatsApp, you can enjoy the following benefits:

• Secure end-to-end messaging
• Detailed statistics and analytics reports
• Fully managed verification, approval, and fast on-boarding
• Full management of your business profile, technology integration, infrastructure, and storage services

Why do you need to go through an authorized solution provider? With WhatsApp’s efforts to ensure a secure environment where transactions can take place and consumer trust can be maintained, access to the Business API is subject to a thorough approval process. This means that when customers have the option of reaching a brand on WhatsApp, they’re assured of interacting with a verified business.

Related: How your business can use WhatsApp to enable chat commerce and improve customer experience

Use case examples: WhatsApp Business API

Leading global brands have already found great success in using WhatsApp to communicate with their customer base.

• Uber uses WhatsApp for drivers who need a quick, reliable means of getting their queries answered.
• The travel industry, where timely information is key, is a perfect fit for WhatsApp. Singapore Airlines uses WhatsApp for customers requiring fast, convenient support. KLM Royal Dutch Airlines allows customers to receive flight information and documents via WhatsApp.
• The banking industry is another to lead the charge on WhatsApp for improved customer service and the ability for customers to transact on the channel. Absa Bank in South Africa, UBA Banking Group based in Nigeria, and Stewards Bank in Zimbabwe are all examples of this.
• MTN South Africa, a leading telecommunications provider, has also successfully entered the chat commerce space on WhatsApp, allowing customers to easily purchase airtime and data bundles via the channel.

As one of your brand’s top marketing tools, it’s easy to see why WhatsApp Business can enhance the customer experience. Depending on the size and specific requirements of your business, you’ll need to decide between the app and the Business API.

Either way, making it possible for customers to message your business on an app they’re already familiar with is an excellent driver for heightened brand loyalty in a market that craves convenience, and which business owner would say no to that?

Thanks for reading! If you’re interested in the WhatsApp Business API, try testing with lower messaging volumes via an Entry Package from just $125 per month, then scale up easily. Apply here.