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Let us break it down for you:
In other words, WhatsApp Business API allows businesses to access the WhatsApp communications platform through another software that is not a dedicated WhatsApp application.
You can send and receive WhatsApp messages through business communication software or CRM tools when using WhatsApp Business API.
To access and use WhatsApp Business API, companies must either make a direct application with WhatsApp or work with a WhatsApp Partner that WhatsApp has officially identified as a Business Service Provider (BSP) that it works with.
These WhatsApp BSPs will link up your business’ existing communication systems to the WhatsApp ecosystem.
But before we go deeper into unraveling all about WhatsApp Business API, let’s take a look at other WhatsApp solutions and how they differ.
The regular WhatsApp application that is found on smartphones is intended for personal communication.
You create a personal profile using your personal phone number and access it via a dedicated smartphone application or WhatsApp Web on computers.
Several notable features include text messaging with file sharing, voice and video calling, group messaging, and message broadcast.
💡 Additional read: What’s the difference between WhatsApp Broadcast vs WhatsApp Group and when to use which?
It shares all features of the regular WhatsApp app, but also has additional features such as a business catalog, semi-automation for messages, and chat labels specific for business use.
However, it also has some limitations. The WhatsApp Broadcast feature can only send out template messages to a maximum of 256 recipients and require pre-approval from WhatsApp for compliance with their Message Template Guidelines.
Both WhatsApp and WhatsApp Business are free to use and no registration is required to begin using them.
Intended for medium and large enterprises, WhatsApp Business API is capable of supporting most of the common features that the WhatsApp Business app has. This includes a business profile with the verified green tick, text messaging, and semi-automation of messages.
However, it does not have a dedicated smartphone app, as it is intended for use via third-party business communication or CRM tools.
WhatsApp Business API is a paid service and requires registration with WhatsApp before access to use is approved.
WhatsApp Business pricing models differ between different BSPs, but are typically charged according to price per message, message bundles based on the volume of messages, and even by the number of monthly active users.
You can only create and manage groups with WhatsApp Business API. The account cannot participate in the group chat like regular WhatsApp users. Furthermore, group members can only be added to these groups via an invitation message.
Here are the three WhatsApp product offerings at a glance:
💡Additional read: Similarities and differences between WhatsApp and WhatsApp Business
It’s never easy to set up a complex, integrated solution like WhatsApp Business API for your business.
This process may be easier if you work through a WhatsApp Partner, and request for support from their in-person representatives.
But regardless of whether you set up WhatsApp Business API through a WhatsApp Partner or decide to do it in-house with your IT team, here are the common steps to go for every set up of WhatsApp Business API.
Facebook owns WhatsApp, so you’ll first need to set up your Facebook Manager ID.
Then, identify the phone number that will be tied to your business account, and submit the WhatsApp addendum. You will then need to wait for Facebook’s verification of your Facebook Business account. Finally, complete your WhatsApp Business API account application.
From start to finish, this should take you around 5-7 business days, including waiting time for Facebook’s response. However, the process may be simpler for your business if you’re working with a WhatsApp Partner.
Now that we’ve compared the strengths and limitations of WhatsApp Business API and understood its requirements for set up, it’s important to ask ourselves if our business truly needs to adopt WhatsApp Business API.
Now that we’ve compared the strengths and limitations of WhatsApp Business API and understood its requirements for set up, it’s important to ask ourselves if our business truly needs to adopt WhatsApp Business API.
With 2 billion active users and 175 million of them already messaging businesses, you should most certainly market your business on WhatsApp.
And one prime example of how businesses use WhatsApp to market their business is by sending bulk messages to their customers.
Broadcast messages are messages simultaneously sent to multiple people while appearing as if it was personally sent to every recipient.
When using WhatsApp’s broadcast feature or template messaging on WhatsApp Business API, users will need to comply with WhatsApp’s business policy, message template guidelines, and send out the appropriate type of messages.
There are specific standards for these template messages and a wait time of 1-3 business days is needed before WhatsApp approves of their use.
Although you can’t broadcast messages that are of promotional nature, here are three ways to use the feature to market your business:
Events: Expert roundup webinars, Q&A livestreams and other events held can be broadcasted to gather interest and let customers feel more involved with your business!
Updates: Update existing customers when requested features are newly added, or when new store locations are opening near them. Convey to your customers that your business cares and values every customer.
Surveys: Gather your customers’ opinions while conveying that you value their feedback. Ask about comments for your new products, or about their latest shopping experience on your website.
But if you’re using a third-party WhatsApp API solution, you can do even more!
The broadcast feature on NovoChat bypasses all these limitations for WhatsApp Business and WhatsApp Business API! Broadcast a variety of message templates as you deem suitable that best markets your specific business to leads and customers.
Chatbots are artificial intelligence (AI) software that uses natural language processing (NLP) and machine learning to simulate a conversation with a user in a natural manner through messaging apps, websites, or mobile apps.
WhatsApp chatbots are primarily designed to identify and assist customers with commonly encountered requests and problems.
As such, they attend to lower-level requests so that human attention can be spent instead on more higher-level work and more complex requests from customer’s WhatsApp conversations with you.
In other words, they are a substitute to lessen the workload of your human team for incoming WhatsApp messages, but should not completely take over your business’ WhatsApp account.
By providing menu-based interaction and utilizing keyword recognition capabilities, chatbots may be employed via WhatsApp Business API and WhatsApp API solutions to relieve lower-level workloads off your human team.
Chatbots can be employed to support the two above-mentioned ways.
For marketing, chatbots can automatically welcome new leads and customers, share with them your WhatsApp business catalog items for in-app viewing, or partner with your broadcast message campaigns for greater synergy to better reach your intended audience.
For customer service, chatbots can answer frequently asked questions like business hours, product details, purchase and refund policies, and point to resources for commonly-faced troubleshooting enquiries.
It should also provide fallback messages that allow customers to chat with a CS representative in the event where the chatbot cannot adequately answer the complex questions posed.
MessageBird is a communications platform-as-a-service (CPaaS) solution that offers omnichannel communication on a cloud platform. Its unified portal allows businesses to track all interactions with customers and easily view customer data.
Account type: WhatsApp Business API account
Standout feature(s): Centralized inbox, chatbot (add-on), website widget
Integrations: Voice calls, WhatsApp, SMS, Instagram messaging, email and Google business messages
Pricing: From $0.005 per WhatsApp message + Startup: Free, Pro: $50 per month, Pro Plus: $150 per month, Custom: Request for quote
NovoChat is an omnichannel messaging solution for sales communications. Built for small and medium businesses, NovoChat enables businesses to conduct multi-agent customer support straight from your web browser.
It’s broadcast feature also bypasses all strict WhatsApp guidelines, such as the 24-hour session window, 256 recipient limit, and template rules.
Account type: WhatsApp Business account integration
Standout feature(s): Bulk message broadcast, centralized inbox, website widget
Integrations: WhatsApp, Messenger, Telegram, Slack, and more
Pricing: Pro: $74 per month (3,000 messages per day), Business: $249 per month (12,000 messages per day)
Twilio is a cloud contact center platform that enables omnichannel communication with customers. Although it supports a variety of other features such as voice and video calls, you can select and pay only to use their WhatsApp Business API messaging.
Account type: WhatsApp Business API account
Standout feature(s): Centralized inbox, chatbot (add-on)
Integrations: WhatsApp, SMS, email
Pricing: Varies depending on feature subscribed
Vonage Communications API is a communication suite that offers a variety of API solutions, accessible from the Vonage platform. Set up and access a variety of messaging platforms and communication tools, paying only for what you choose to use.
Account type: WhatsApp Business API account
Standout feature(s): Centralized inbox, chatbot (add-on)
Integrations: Voice and video calls, SMS, WhatsApp, Messenger, Viber, and more.
Pricing: Varies depending on feature subscribed
WATI is a WhatsApp engagement tool for B2C businesses to serve and notify their customers via WhatsApp. Their native no-code chatbot builder makes the building and implementation of a chatbot a hassle-free experience.
Account type: WhatsApp Business API account
Standout feature(s): Centralized inbox, message broadcast, no-code chatbot, website widget
Integrations: WhatsApp, Google Sheet, Shopify, Woocommerce WordPress
Pricing: $49 per month (15,000 messages per month), $0.005 per message after limit
You’ve made it to the end of this guide, you should be a pro by now 😎
Now for the ultimate question — should you use WhatsApp Business API?
As we’ve mentioned throughout this article, it really depends on your business.
Regardless of whether you decide to use WhatsApp Business API, WhatsApp API, or WhatsApp’s other solutions, never forget to consider what your business needs are and how each solution can bring value.
Several factors such as budget, existing software employed, and number of users should be points of consideration as well.
For more content on how to use WhatsApp for your business, check out our blog!
If you’d like a hassle-free start in using API solutions for your business’ WhatsApp communication needs, give NovoChat a try and get started with us today! 👇👇👇
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