As a tyntec client, you'll already have experienced our fast, friction-free WhatsApp Business Account set up process — now learn how we can help you take the seven critical steps needed to unlock your account's full potential.
Once onboarded, brands are tantalizingly close to realizing the many benefits of owning a WhatsApp Business Account (WABA), whether it be connecting more deeply with mobile-first generations or stripping back friction throughout the customer's journey.
But first, brands must undertake a range of essential processes to not only launch with a fully compliant WhatsApp Business channel, but to ensure the channel will grow successfully and support CX strategies effectively. Use this guide to master what needs to be done, and critically, how the tyntec API for WhatsApp Business can help in many instances:
1. Mastering WhatsApp's Message Templates
Everything (unsurprisingly) begins with a message, but that doesn't mean business can simply start chatting online with customers straight away.
WhatsApp insists that brands first create standardized Message Templates for vetting by the platform so that all of its strict messaging polices are adhered to. For instance, the platform has a zero tolerance policy towards any kind of marketing or advertising in messaging content, and a failure to adhere to such rules will see businesses banned from the service, sometimes permanently.
Message templates themselves are deployed when a customer first reaches out to a company — so consider all relevant contexts when creating them. For instance, if a customer is asking for support out of office hours, the standard message template can state opening hours and when the brand will be in touch. This not only keeps the customer informed but also triggers the 24-hour support window in which a company can reply at no cost.
Learn how to create a standard message template here (including character restrictions and formatting details). Once finalized, the template must be sent to WhatsApp for approval using this form. Alternatively, you can use tyntec's self-service message template API allows users to submit templates as well as retrieve and delete existing templates as well.
Stand out with media message templates
Instead of relying solely on text in message templates, utilize WhatsApp's rich media support. This enables brands to send images and even PDFs in any company-initiated message, creating more engaging content as well as providing useful information to the customer as and when required. Learn more about media message templates here.
Fast feedback with interactive buttons
Deploy interactive buttons to give consumers the ability to quickly select options, instead of requiring them to type their responses each and every time. This helps to remove potential friction, creating a more seamless customer experience. You can find more information here.
2. Getting opt-in
Before a business can begin sending approved message templates to customers, it needs their opt-in first — no ifs, no buts.
For WhatsApp, the customer is king, not the brand. This ethos is reflected by the platform's policy that states businesses must use a standardized opt-in process so proper consent is given by the consumer before any WhatsApp-based messaging can be initiated by the brand. That may sound strict but WhatsApp is committed to protecting its own brand from accusations that it's a 'safe haven' for spammy marketers. For best practice tips on getting legit opt-ins from customers, head here.
3. 'Constructing' the Channel
Time to get 'under the hood' and explore the processes and coding required to leverage WhatsApp Business successfully.
Tutorial #1: Message matters
Learn how to initiate a business conversation in three key stages: Sending a WhatsApp Message Template; receiving a message sent to the WhatsApp Business Account; and responding to a customer-initiated conversation by sending a free-form text message.
Tutorial #2: Go both ways
Master how to build an app that enables the business to handle a two-way WhatsApp Business interaction with a customer — from collecting opt-ins and initiating a conversation using a message template through to receiving a response and following up with a free-form message.
Tutorial #3: Hooked up
Read up on how to set up a server and create a simple webhook app that allows the business to quickly receive customer messages that are sent to its WhatsApp Business phone number.
• View tyntec's full range of dev-friendly tutorials, guides and assets here.
4. Maximizing Channel Visibility
With core programming requirements addressed, now is the ideal time to promote the new WhatsApp channel to customers.
Deploy messaging promoting WhatsApp on the company website and in email signatures using wa.me links; such links automatically connect the business with the customer via the latter's phone number. Also consider raising awareness using organic SERP (Search Engine Results Pages) listings for the Contact Us page, and campaigns with Google Ads.
Promote the WhatsApp channel on product packaging and in advertising such as on billboards or in press ads, preferably with QR codes that can be scanned by the customer in an instant. Also consider IVR phone deflection that enables companies to integrate WhatsApp Business within an IVR tree, and deflect incoming calls to WhatsApp.
Have a look at all ideas to increase your WhatsApp presence here.
5. Dealing with Daily Changes with Self-Service APIs
Use tyntec's range of self-service API options to simplify WABA management, and ensure all critical company details remain up to date. Key functionality includes:
WhatsApp Profile API
Use simple coding to effortlessly change core enterprise details and assets from company logos and public URLs through to contact information and business addresses.
Make sure critical enterprise applications receive real-time information from the WABA by creating the revelant webhooks needed quickly and efficiently.
Message Template Management API
Submit new templates, retrieve and delete existing ones with an easy-to-use API to manage your message templates.
6. Acing Backend Integration
Even the most versatile private messaging platform in the world will be handicapped if it can't connect with existing business systems.
It's why the tyntec API features pre-built integrations to the most popular SaaS solutions including Salesforce, Shopify, Hubspot, and more. Also, to help agents manage customers more efficiently — no matter the chat channel — tyntec offers its Conversations Inbox, a standalone platform that acts as a single unified 'hub' for all chat comms.
7. Introducing Chatbot Automation
Customers are increasingly demanding ever faster responses to their requests so use automation — in particular chatbots — to keep them onside.
The tyntec API enables companies to integrate chatbots into their CX strategy, offering several benefits. For instance, 90% of businesses who have deployed bots have reported measurable improvements in the speed of complaint resolution.
To automate conversations, tyntec is able to partner businesses with automation experts including Cognigy, Air Touch Media, and Swiftell. It also offers access to pre-built integration solutions such as Dialogflow, Rasa, and Microsoft Bot Framework to help in the design and roll out of chatbots within WhatsApp Business.
For more information, deep dive into tyntec's automation resources including The Ultimate WhatsApp Chatbot Guide and How WhatsApp Chatbots Jumpstart Conversational Commerce.
8. Leveraging in the Long Term
To continue benefiting from that WABA investment, commit fully to increasing WhatsApp channel visibility wherever customers are.
First, consider the clout of Facebook and its 2.5 billion users, which gives marketers the ability to reach targeted audiences effortlessly via the social channel's ads service. Now combine that reach with a WABA by including a WhatsApp Click-to-Chat button within a Facebook ad. It means when the customer clicks through, they aren't presented with a generic webpage but instead, are greeted with an instant conversation on a chat platform they know and trust. Click here to learn more.
Website WhatsApp buttons
Start conversations with consumers visiting the business website by deploying WhatsApp buttons wherever they may be useful, i.e., when hunting for more product information or wishing to access after sales support. Once the customer has opted in, they can click on the WhatsApp link, and — because of wa.me links (see Section 3) — can begin chatting with a company agent or chatbot immediately.
Create branded digital stickers that can be used by agents (or chatbots) within WhatsApp Business customer conversations. Better still, make them available to download so consumers can go on to use them in conversations with friends and family, in effect turning them into brand advocates. Learn more about the benefits of stickers here.
No Need to Go it Alone: Partner with a Trusted Provider
WhatsApp is becoming a major player in conversational commerce, offering new and innovative ways to connect, engage and deliver better outcomes for both businesses and customers. To ensure an investment in a WABA is fully realized, partner with WhatsApp Business official provider, tyntec, to access expert advice and proven self-service API functionality that delivers day in, day out.
• To find out more, contact tyntec here to discuss rolling out a new WABA or optimizing an existing account so it delivers a greater return on investment and deeper customer engagement.