WhatsApp Business API guide by Freshworks

What is WhatsApp Business API?

The WhatsApp Business API is a solution for businesses to help them communicate with their customers using the WhatsApp messaging platform. The API allows businesses to build custom chatbot experiences and automate customer interactions, such as sending notifications, responding to customer queries, and processing orders. It also allows businesses to integrate their CRM or e-commerce platform with WhatsApp, which enables them to send and receive WhatsApp messages with customers directly from their business systems. The API also provides features like message templates, end-to-end encryption, and the ability to handle large volumes of messages.

How does Whatsapp Business API work?

Modern businesses need instant, secure, and direct communication with their customers. Here's how the WhatsApp Business API brings that vision to life, enabling a seamless and powerful integration with platforms like Freshchat.

WhatsApp Business API vs WhatsApp Business app

Deciphering the difference between the two can be challenging, but here's a quick guide to help you out.

WhatsApp Business app: simple and straightforward

• Audience: Tailored for the solo entrepreneur and small businesses.

• Availability: Grab it from Google Play Store (Android) and Apple’s App Store (iOS).

• Key Features: Showcase products, respond in real-time, set automatic greetings, away messages, and even craft a product catalog.

• Support: One-on-one communication—just one agent per WhatsApp number and no room for chatbots.

WhatsApp Business API: power-packed for the pros

• Audience: Designed with medium to large businesses in mind.

• Capabilities: Extensive tools to foster rich customer engagement.

• Key Features: Step up with real-time chats, chatbot integration, and support from multiple agents. Plus, it pairs perfectly with platforms like Freshchat for an even richer experience.

• Expansion: Geared to help businesses flourish on WhatsApp, bridging gaps and making every chat count.

Why use WhatsApp API for businesses

1. Reach: With over 2 billion monthly active users, WhatsApp is one of the most widely used messaging platforms in the world. Using WhatsApp Business API, businesses can reach a large number of customers on their preferred messaging app - WhatsApp.

2. Convenience: WhatsApp is a platform that customers are already familiar with and likely use regularly. By using the WhatsApp Business API, businesses can communicate with customers in a way that feels natural and convenient.

3. Automation: The API allows businesses to automate customer interactions, such as sending notifications and responding to customer queries, saving businesses time and resources.

4. Personalization: The WhatsApp Business API allows businesses to personalize their customer interactions by using customer data from their CRM or e-commerce platform.

5. Integration: The API allows businesses to integrate WhatsApp messaging into their existing systems, such as CRM or e-commerce platforms, which can improve efficiency and reduce the need for manual data entry.

6. Security: One of the most critical aspects of business communication today is security, and the WhatsApp Business API provides end-to-end encryption for customer data.

7. Speed: Per Freshworks’ 2023 CX priorities report, 54% of consumers say fast responses are critical to choosing a brand. WhatsApp Business API provides the speed they’re looking for.

WhatsApp solutions for businesses

Navigating the world of customer support can feel like a maze. But with the right tools, you can turn that maze into a straight path. Let's dive deep into WhatsApp's offering for businesses and how they can elevate your customer experience.

Plug-in and use Seamlessly integrate with leading tools via the Marketplace. Think Freshdesk for support, Stripe for payments, Calendly for scheduling, and more. Create a cohesive ecosystem for smooth operations.

Route automatically Time is the essence of great customer service. Instantly route incoming messages to the apt teams and watch your customer satisfaction scores soar.

Analyze and optimize Knowledge is power. Harness insights from every interaction, understand customer behavior, and pivot your strategies accordingly. Every touchpoint is a goldmine of data.

Take service to customers Don't restrict yourself. With Freshchat, branch out to other potent channels like Messenger, LINE, Telegram, Messages, and more. Be where your customers are.

Break the language barrier Language should never be a hindrance. Personalize experiences in 20+ languages and let auto-translations bridge any communication gaps.

Secure your data In the age of data breaches, stand tall and confident. Trust in a software that prioritizes data security and is GDPR compliant.

WhatsApp Business App 

It is a free app available on Google Play Store and Apple’s App Store that can be directly downloaded on your phone.

With the WhatsApp Business app, you get only the basic functionalities like automatically greeting a user, away messages, and the ability to create a product catalog. It supports only one agent per WhatsApp number and doesn’t support chatbots.

WhatsApp Business API

WhatsApp Business API establishes communication between your customers (using WhatsApp) and your support team. 

When you use WhatsApp Business API, your agents can engage with customers in real-time, with context, and a unified view via Customer Messaging Software. Offers everything you’ll need to grow your business on WhatsApp, including WhatsApp chatbots and multi-agent support.

What are the benefits of Whatsapp business API?

Automation

Use chatbots to assist customers with purchases, payments, and repeated queries. Help your agents be more productive by automating repetitive tasks with Freshchat and WhatsApp Business API integration. Per Freshworks’ latest Customer Service ebook, 41% of customers prefer chat conversations for customer service.

Convenient commerce

With WhatsApp’s capability to deliver an online store experience and showcase products with rich media, you have an opportunity to improve sales while delivering great customer support and service.

Proactive notifications

Proactively share updates related to an order, service request, appointment, or payments. This reduces the need to ask follow-up questions and avoids repetitive queries.

Trusted engagement

A verified business profile ensures the legitimacy of both the business and the end-user, which means that you and your customer are operating in a protected environment.

Effortless conversations

On WhatsApp, chat is a two-way street where businesses and customers can interact effortlessly in real-time and on the go.

Familiar rich text chats

Leverage the familiar WhatsApp interface to send text messages, images, and videos to your customers and talk to them the same way they would talk to their friends.

WhatsApp business template messages

The strength of your communication lies not just in the content but also in the format. With WhatsApp Business Template messages, you have three main categories to tap into: Authentication, Utility, and Marketing. Here's a peek into each:

Authentication: These come to the rescue when users need one-time passwords. Ideal for scenarios when users misplace their password or need added security layers.

Example: "Hello, Jake! Here's your one-time password to reset your account: 4892. Stay secure!"

Utility: Think of these as your regular updates. From account updates, delivery alerts, to friendly reminders, they've got you covered.

Example: "Hi Emily, your package with tracking ID 4568GHY is out for delivery and will reach you by 5 p.m. today!"

Marketing: Who doesn't love a good deal? Send out sizzling promotional offers, make announcements about that shiny new product, or entice with discount schemes.

Example: "Heads up, Sam! Our summer collection just dropped. Check it out and grab a 20% early-bird discount. Dive in!"

Remember the golden rule: if your conversation sees a silence of more than 24 hours, you'll need a Template message to reconnect. This ensures your messages are always welcomed.

WhatsApp business session messages or service conversations

While template messages are the unsung heroes of the structured outreach, WhatsApp business session messages or service conversations shine when responding organically to user-initiated chats.

Picture this: a conversation blooms over a span of 24 hours, starting from the last user message. As this window closes, you have two cards to play. Wait for the user to reignite the chat or send a compelling Template message that nudges them into action.

Top WhatsApp Business API features to delight your customers

Chatbots

Assist your customers 24x7 with common queries, help them with product recommendations, share order updates automatically and deliver an effortless online store experience on WhatsApp.

Read More…

Multiple agents

Respond instantly and support your customers at scale with the help of multi-agent functionality. WhatsApp API for Business integrated with a customer messaging software improves your team’s productivity by

• Providing a unified inbox to your agents for seamless collaboration

• Setting up assignment rules on the go

• Automatically assigning chats to respective teams based on the type of questions

• Reassigning customers and tasks to other agents/ teams with a note.

Message templates

Share alerts that can help you proactively connect with customers. All message templates are first approved by WhatsApp to ensure a high-quality user experience and stop spam. Businesses can:

• Send order and payment updates

• Recommend products based on a recent purchase

• Send back in-stock alerts

• Alert customers on relevant offers and deals

Interactive buttons

Direct your customers to your website, ask them to pay for their order or let them call your support team using the interactive button message templates. 

WhatsApp offers two types of interactive button templates:

Call-to-action buttons: Encourage your consumers to visit your website or call your support team. These message templates can have up to two buttons per message.

Quick reply buttons: Receive instant customer responses with the ‘Quick reply button’ template and respond in real-time. With this template, you can have up to three buttons in one message.

WhatsApp Business API pricing

Let's break down the math without the maze. When you use WhatsApp's Business API, you're tapping into a world of scalable marketing. But how does the billing work?

• Session-based billing: Consider every chat 'session' as all the messages exchanged within a 24-hour window. You're billed for each session, regardless of the message count within that period.

• Message categories: The cost varies slightly based on the message type - be it authentication, utility, or marketing. Remember, geography also plays a part, as rates differ across regions.

• Starting with a BSP: Interested in WhatsApp marketing campaigns? Initiate your journey with a WhatsApp Business Solution Provider (BSP). A pro tip: the first 1,000 sessions monthly won't cost a dime. But, always be on the lookout for any additional BSP charges.

WhatsApp Business API use cases across industries

eCommerce

- Build a full-fledged e-commerce store on WhatsApp.

- Use chatbots to create an end-to-end buying experience. 

- Share details such as - order status, payment confirmation,  time of delivery, delivery confirmation with your customers.

- Use chatbots to assist customers with customer support requests such as updating delivery address, order cancellation, refund status.

- Reduce cart abandonment rate with back-in-stock reminders, and recommendations based on recent purchases, relevant offers, and deals.

- Notify your customers about new product launches relevant to them.

Read More…

Banking and finance

There are two types of financial transactions. One, where the client would prefer human interaction; and two, where the client would like complete autonomy. For the latter, here’s how the WhatsApp API can be useful:

- Help customers avail self-service for basic tasks such as

• Opening an account

• Getting an account statement

• Blocking a card

• Finding an ATM nearby

- Share installment reminders or information on premium services

- Share relevant offers such as credit card discounts and/or partnerships

- Product recommendations on recent purchases such as signing up for a new credit card, line of credit or installment plan.

Read More...

Delivery services

- Help customers place an order directly from WhatsApp

- Use chatbots to help customers with

• Order status

• Payment confirmation

• Updating delivery or order details

• Order cancellation

• Refund requests

- Get delivery confirmation (with OTP)

- Collect delivery feedback

Read More...

Travel and hospitality

70% of travelers prefer to be notified via messaging and 54% of Millennials prefer messaging to calling for lost luggage and other help. With WhatsApp Business API:

- Share hotel bookings, boarding passes, and communicate any delay or rescheduling.

- Address any queries related to the travel and stay.

- Share custom deals based on users travel preferences

- Notify customers about flight prices they are tracking

- Send cart abandonment reminders for flights not yet purchased.

WhatsApp Business API: components

Diving into the world of WhatsApp for Business? Understanding its key components is crucial. Here’s a breakdown:

Business profile

• Your company's handshake with the user.

• Update with a fitting cover photo, snappy business description, and essential contact details.

• Make sure to sprinkle in your address and website for added context.

Phone number

• The essence of your communication bridge.

• Use your existing number or invest in a fresh one.

• Reminder: Ensure the chosen number isn't tied to another WhatsApp account.

WABA (WhatsApp Business Accounts) & phone numbers

• Managed via Facebook Business Manager.

• Each Business Manager can oversee multiple WABAs.

• A single WABA can be linked to up to 20 phone numbers.

• Verification status dictates phone number connections. Unverified? You're capped at 2.

Messaging limit and Its dynamics

• Unverified businesses can reach out to 250 unique contacts every 24 hours.

• Verification upgrades this, with tiers at 1,000, 10,000, 100,000, or even unlimited.

• Regular, quality engagement can swiftly propel you to the next messaging tier.

• Remember: Consistent, non-flagged, quality communication is your ticket to seamless upgrades.

How to create a WhatsApp API account

Ready to get started? Here's a guide on setting the stage:

Prerequisites:

• A business profile—think of it as your virtual storefront.

• A dedicated phone number, either existing or new.

• Facebook Business Manager access—this becomes the command center.

• Verification status (ideally verified) to maximize messaging potential.

Apply:

• Head to the official WhatsApp Business website.

• Follow the step-by-step application process.

• Await approval. Upon receipt, you're set to start.

Tips for successful implementation & maximising use

Want to ensure your WhatsApp Business API journey is smooth? Here's your quick-check guide:

• Profile perfection: Keep your business profile crisp, clear, and informative.

• Quality over quantity: Engage meaningfully. It's not about the message count but the content.

• Stay updated: Regularly update your status, offers, and information to keep users in the loop.

• Response rate: Aim for swift replies. Time is of the essence in customer communication.

• Integration is key: Seamlessly integrate with tools like Freshchat for maximized utility.

• Feedback loop: Regularly collect feedback to refine your approach and serve better.

• Training: Ensure your team is well-versed with the platform and its nuances.

• Data protection: Prioritize security to ensure customer trust and data protection.

• Stay alert: Keep an eye out for updates and new features from WhatsApp Business API to always stay a step ahead.

Freshworks + WhatsApp integration: A complete business solution

Plug-in and use Use the Marketplace to connect with tools like Freshdesk, Stripe, Calendly, etc

Route automatically Route incoming messages to the right teams instantly and increase CSAT.

Analyze and Optimize Derive insights from customer touchpoints and make business-critical decisions.

Take service to customers Use Freshchat with other digital channels like Messenger, LINE, Telegram, Messages, etc

Break the language barrier Personalize your agent and customer experiences in 20+ languages. Automatically translate incoming messages.

Secure your data Use a robust and secure software that’s GDPR compliant.