WhatsApp has become one of the most popular communication platforms in the world, including in business circles. To meet the more complex communication needs of businesses, WhatsApp offers two main solutions – WhatsApp Business App and WhatsApp Business API (WABA). Although both are designed for the same purpose, namely facilitating communication between businesses and customers via WhatsApp, there are important differences between these two solutions. In this article, KPSG will explain various things related to WABA so that it can provide new insight for developing your business.
Definition of WhatsApp Business API (WABA)
WhatsApp Business API, also known as WhatsApp Business Platform, is a communications platform designed for medium to large companies that want to use WhatsApp for messaging at scale. Unlike the WhatsApp Business application which has a front-end interface, this API must be connected to messaging software to send and receive messages.
Comparison with WhatsApp Business App
WhatsApp has become a popular communication platform among businesses, offering two main options – WhatsApp Business App and WhatsApp Business API. Although both are designed for the same purpose, namely facilitating business communications via WhatsApp, there are important differences between these two solutions that need to be understood.
WhatsApp Business App:
- Aimed at small and micro businesses, with more limited features.
- Can only be used by one user per WhatsApp account.
- Message broadcasting capabilities are limited, and can only send messages to 256 contacts at once.
- Automation features and integration with other platforms are also limited.
- Suitable for simpler businesses with basic communication needs.
WhatsApp Business API:
- Designed for medium to large companies with more complex communications needs.
- Supports multi-user, so it can be accessed and managed by several people in the organization.
- Much larger message broadcasting capacity, can reach hundreds of thousands of contacts at once.
- More sophisticated automation and integration features, can connect with e-commerce systems, CRM and other platforms.
- Provides more comprehensive analytics and reporting to monitor business communications performance.
- Requires a more complex approval and configuration process with WhatsApp, but provides greater control and flexibility.
WhatsApp Business API Features
WhatsApp Business API offers a variety of advanced features designed to meet more complex business communication needs. These features include much better automation, integration and scalability capabilities compared to the standard version of the WhatsApp Business application.
Scalability:
WhatsApp Business API is designed to be able handling large message volumes with an unlimited number of users. This feature allows businesses to manage customer communications at scale, for both routine operations and intensive marketing campaigns.
Advanced Capabilities:
By connecting the WhatsApp Business API with compatible third-party software, businesses can take advantage of advanced features such as automated conversations, integration with e-commerce platforms, and the use of artificial intelligence to develop more personalized and relevant customer journeys.
Integration:
WhatsApp Business API can be integrated with various popular e-commerce platforms, such as Shopify, WooCommerce, and Magento. This integration allows businesses to connect WhatsApp interactions directly with their e-commerce systems, improving efficiency and customer experience.
Other Features:
Apart from that, the WhatsApp Business API also offers other features that support business communications, such as product catalogs, broadcast messages, labels and conversation analytics. The combination of scalability, advanced capabilities and integration allows businesses to optimally utilize WhatsApp as a communication channel with customers.
WhatsApp API Use Cases
WhatsApp Business API is designed to meet more complex business communication needs compared to the standard application version. The context of using the WhatsApp Business API generally involves medium to large companies that require scalability, advanced features, and better integration with other systems in the organization. The following is the explanation.
Marketing:
WhatsApp Business API enables companies to effectively reach customers and deliver relevant marketing content. Features such as broadcast messages, product catalogs, and automated messages enable businesses to:
- Send the latest offers, promos and product information to customers quickly and at scale.
- Share engaging multimedia content such as images, videos, and price lists to increase customer engagement.
- Build more personal two-way communication with customers via WhatsApp chat.
Sales:
For the sales area, the WhatsApp Business API is very suitable for facilitating interactions and ordering processes with prospects and customers. Useful features include:
- Enables prospects to contact sales representatives directly via WhatsApp, speeding up the sales cycle.
- Use automated messaging to efficiently manage and process customer orders.
- Share an interactive product catalog to help customers explore and select products.
- Provide real-time order updates and confirmations via WhatsApp chat.
Customer Support:
In the area of customer support, WhatsApp Business API is ideal for providing fast and personalized service. Its useful features include:
- Use automated messages to answer frequently asked questions and direct customers to the right solution.
- Enables support agents to interact directly with customers via WhatsApp chat, providing fast and effective solutions.
- Centrally manage support tickets, conversations, and customer interaction history.
- Providing a familiar and comfortable communication channel for customers via the WhatsApp platform.
Summary:
WhatsApp Business API offers a powerful and scalable communications solution for medium to large businesses. With advanced features and extensive integration capabilities, WABA enables companies to improve customer interactions, increase operational efficiency, and achieve marketing and sales goals more effectively.KPSG as a BPaaS and CXaaS service provider is ready to help your business in implementing the WhatsApp Business API to achieve optimal results. With our expertise, we are committed to improving the quality of your customer service and supporting your business growth. Contact us now for further consultation!