When should WhatsApp be used?
First and foremost, every company needs to be clear about what its communication strategy toward customers should be. Customers are the foundation of any company. You want to keep them, not lose them, and certainly not frustrate them. Customers, in turn, have expectations of the company, not only regarding the product or service offered, but also regarding communication. When customers have a request, they want to be able to raise it quickly and easily.
Communication channels such as email, social media or chat features are already often available on a company's own website. If a company decides to add WhatsApp as well, it must be aware that a prompt response is expected here, too. The company should also keep in mind that anyone can dash off a WhatsApp message in no time, including customers who are simply bored and looking for a bit of entertainment. In other words, not every WhatsApp conversation will necessarily lead to an order and generate revenue. It may also just mean effort and wasted time.
What solutions are available?
There are basically three ways to communicate via WhatsApp:
1. From a private WhatsApp account to a private WhatsApp account
This is the most common way we know and use WhatsApp: two people communicate, each from a private account. The prerequisite is that one person has previously shared their phone number with the other. Once the other party has accepted the chat at the start of the conversation (i.e. has not blocked it), the conversation can begin.
2. From the WhatsApp for Business app to a private WhatsApp account
This type of communication is suitable for small and medium-sized businesses. Here, the "WhatsApp for Business App" is downloaded from the app store and installed on a mobile phone. We recommend not installing the app on a private smartphone, as all saved contacts are automatically added to the WhatsApp Business account. Communication again takes place with a customer's private WhatsApp account. When communicating with customers, care must be taken to comply with the commerce guidelines set by WhatsApp (WhatsApp Commerce Policy). The advantage of this app is that the company profile can include the website, opening hours, availability, etc., and a product catalog with images, prices and much more information can also be added. This makes it a simple but effective solution for smaller businesses such as florists, bakeries, etc. to stay in touch with their customers efficiently.
However, since the Business app can only be installed on one smartphone, and can therefore only be used on that device or with the corresponding desktop version, access is limited to one or at most two people.
3. From the WhatsApp for Business API to a private WhatsApp account
The WhatsApp for Business API is intended for larger companies. The API can be obtained from the solution providers recommended by WhatsApp (Partner Directory: Optimize your Facebook Marketing using Partners). Such solution providers often also operate a multifunctional desktop solution that a company can use right away. With this solution, multiple employees can communicate with several customers at the same time. However, this communication must also comply with the WhatsApp commerce policy. In addition, there are restrictions on sending newsletters.
What about data privacy?
The basic rule is: a customer may only be contacted via WhatsApp if they actually want to be. Customers can express this by explicitly giving the company their number (with the app version) or by agreeing to the corresponding privacy policy (with the API version).
What are the costs?
The WhatsApp for Business app is currently free of charge. The API is a different story: since the API has to be obtained through a solution provider, costs are incurred. Additional costs may arise when the company starts a conversation with the customer. Conversely, there are no costs when a customer contacts the company first. As soon as the customer gets in touch with the company via this API, a 24-hour window opens during which the company can communicate with the customer free of charge.
Header image: Photo by Mourizal Zativa on Unsplash