Enterprises are excited about the WhatsApp Business API. What are the reasons for all the fuss? Find out why.
Since its creation, WhatsApp has revolutionized the way we communicate. Many chat apps have been created since then, but none with the same success or user reach of WhatsApp: with over 1.5 billion users around the globe and 60 billion messages sent a day. It’s no surprise that the business world has been looking forward to engaging customers with a global, user-friendly and rich medium like WhatsApp.
Then the WhatsApp Business solution came with the potential to leverage omnichannel communications, support the rise of conversational commerce, and bring personalization to customer conversations. A powerful WhatsApp Business API for enterprises is facilitated by solution providers like tyntec.
But what are the reasons for all this fuss?
First of all, there’s customer demand. 78% of customers want the option to text businesses, because texting became the primary way we communicate. SMS messaging partially fulfills this need, but it lacks the conversational easiness and multimedia functionalities that we're now used to. The fact is, chat apps have seamlessly integrated into our lifestyles, and now we simply cannot stop using them. Secondly, from a business point of view, there’s a real need to modernize customer communications. How businesses communicate with customers needs to reflect how the world has changed since the beginning of texting. Now, customers demand personalized answers, real-time communications, and instant gratification. Omnichannel interactions have become the rule, not the exception. Waiting on hold to speak to a customer service representative is increasingly growing as an unacceptable practice.
WhatsApp Business Solution: A Powerful Business Messaging Channel
The WhatsApp Business solution has the potential to change the game. Since WhatsApp comes preinstalled on many smartphones worldwide, user adoption has grown exponentially. That means your customers are probably already using the app. For companies, this represents an immense opportunity to create branded connections with your customers – and much more.
Using the WhatsApp Business API helps companies engage customers from one-way notifications like appointment reminders, shipping alerts, payment notifications, verification codes, and boarding passes, to two-way customer support conversations and surveys. With the new API businesses can leverage immediacy and personal touch, while being able to reach users internationally. What’s more, its encryption and verified accounts bring the security businesses — and users — crave in an increasingly digital world. When used appropriately, the WhatsApp Business solution can help enterprises deliver the omnichannel experience customers require with the security they need.
But the advantages of the WhatsApp Business solution don’t stop there:
1. Powering Conversations
With the WhatsApp Business solution, it’s easier for companies to engage in two-way conversations and personalized interactions. Businesses and customers can interact directly and in real-time. While the WhatsApp solution can be used for notifications and alerts, it is in customer service and conversational commerce where it really shines. Customers can ask questions as if they are inquiring in a physical store location or over the phone.
Sending Outbound Notifications with the WhatsApp Business Solution
In addition, WhatsApp Business solution makes it simple for enterprises to personalize the content of messages for each customer. Personalization includes user attributes such as the customer’s name, user behavior (previous purchase orders for example) or location (country, city).
These two-way, personalized conversations wouldn’t be possible without WhatsApp Business solution's reliable two-way messaging capabilities on a global scale. Companies that wish to leverage the WhatsApp Business API do not need to worry about long numbers or short codes, or be limited to country-specific telecom regulations. All enterprises need is to create a “Business Profile”, a unique, fully-branded business identity. You can add core information, from email and phone contacts to social media links, store addresses, website URLs, and more. WhatsApp verifies all business accounts, creating a security layer for your customers — so they're sure that it’s not an imposter on the other end — when they opt-in to connect. Because WhatsApp Business solution is tied directly to a single phone number, the consumer immediately knows who they are chatting with or receiving messages from. The WhatsApp Business solution also provides reliable delivery information, providing companies the additional benefit of knowing what messages have been delivered and, ultimately, read.
The WhatsApp Business solution makes conversational engagement simpler – for users and enterprises alike.
2. Enabling Trusted Engagement with Secure Messaging
As previously mentioned, the verified business profile provides a trusted channel between companies and users to communicate. This secure channel goes both ways; with WhatsApp Business solution, both the business and end-user can be assured that they are not interacting with a scammer. For users, they can see on the company's account it they are verified by WhatsApp. Also, businesses know that users are genuine because of WhatsApp's built-in two-factor authentication.
Another beneficial aspect, is that WhatsApp powers end-to-end encryption and provides strict attention to protecting subscriber privacy. Additionally, the end-user opt-in plays a crucial role in setting up your service. This gives companies, the user, and WhatsApp the assurance that all parties have agreed to the conversations — as well as being GDPR compliant.
3. Unleashing Conversational Commerce
Conversational Commerce represents the phenomenon of consumers chatting with company representatives via chat apps to get customer support and personalized recommendations — some examples from an end-user's perspective would be asking companies questions and a click-to-purchase feature within the chat apps. In that context, the consumer may engage with a human agent, a virtual assistant, or both.
At the moment, implementation has been patchy. But the promise of the WhatsApp Business solution may just be what Conversational Commerce needed to make the transition from theory to practice.
The idea of a messaging app acting as a commerce platform is nothing new. WeChat, the main chat app in China, has implemented commerce a few years back. While a few features might be still missing in this early access stage, the use of WhatsApp Business solution will unleash conversations between customers and companies to facilitate transactions and keep consumer satisfaction high.
With WhatsApp-enabled Conversational Commerce, businesses will be able to collect customer feedback, connect with multiple customers at once with the help of Artificial Intelligence (AI) and provide personalized customer support on the go — without hassle.
4. The Indisputable Leader in Messaging Worldwide
Are your customers spread all over the world? WhatsApp remains the indisputable leader in the messaging app market in 104 countries. If you want to tap into a global market, the WhatsApp Business solution should absolutely be in your communications portfolio.
However, many companies with local or regional footprints also want to leverage the power of WhatsApp — and rightly so. WhatsApp provides high penetration rates in every region — from Saudi Arabia (73%) and Germany (65%) to Brazil (56%). Businesses wishing to use the WhatsApp Business API need to provide a local number (landline, mobile or even toll-free) and can utilize the language of choice to communicate with customers.
Regardless if your customers are in multiple countries or just one; if WhatsApp is your customers’ messaging app of choice, using the WhatsApp Business API to enhance interactions will be a smart move.
The Omnichannel Promise Becomes Concrete – with tyntec
Omnichannel engagement’s promise is to connect all of the communication channels into one experience flow. The use of the WhatsApp Business as a primary channel is a huge step in this direction. Of course WhatsApp is not the only relevant messaging app out there nor will it entirely replace other channels. For the time being, SMS, MMS, RCS, Facebook Messenger, Viber, and more are here to stay. But the use of WhatsApp – with its enormous user reach — will bring more clarity to incorporating omnichannel in the long term.
Successful companies are eager to upgrade customer experiences to meet — and hopefully exceed — customer expectations. The WhatsApp Business API, even though still in early access, has the potential to accelerate this journey.
tyntec is ready to take you there. At this stage, we help companies gain access to the WhatsApp Business API. Once approved, you'll have access to an easy API backed up by a secure, GDPR-compliant technology framework that lets you focus on engaging your customers. We'll help you throughout the entire process. After all, your success is our success!
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