WhatsApp Business Accounts: What are they for?

How to create an account? How to use it? How to implement a bot? How long will it take? Answering the most essential questions

People love messages today even business correspondence is brought to couriers. It is fast, practical and that is why many brands go beyond online chats and open a WhatsApp account. By putting messaging apps into business processes, these brands create prospects for further growth.

Now, because WhatsApp is at the center of the coronavirus response, more and more people install it for information So far, its audience has grown to two billion people.

WhatsApp Business API

In 2018 the launch of WhatsApp Business API was announced, a product that enables open communication with the client, mass mailings, CRM integrations, chatbot implementation and many other nice utilities.

We have gathered all the information whether you are looking for help from a provider, or if you plan to configure it by yourself, or if you are just thinking of using this channel. First things first!

WhatsApp has WhatsApp Business and WhatsApp Business API

The first, WhatsApp Business is suitable for small businesses and freelancers, mostly B2C, in case you have a maximum of 50 clients. Just install it on your personal phone and use it for automated responses, notifications, and customer communication. This is a very useful solution in case you feel like with the size of your business and you do not plan to grow in the future.

WhatsApp Business API : it is a solution for medium and big. It can be used for mailing and automation. Sending emails can be customized, so this solution gives you much more freedom of communication with your customers: it can be integrated with your CRM, ERP systems and with any other of your accounts. Most importantly, customers can respond to you, so you may want to create some communication scenarios and integrate a chatbot. In addition, multimedia content is available: you can send audio, video and photos.

What is Whatsapp Business?

Focus on user needs

WhatsApp does not allow disturbing a user with promotions or advertisements in your first message. A good level of service is the priority for WhatsApp now, and the company invests heavily in the user experience. Therefore, communication between a brand and a user must be quickly accessible, smooth and enjoyable.

And there is a reason for such courtesy. There was a bad experience with Viber when Messenger lost hundreds of users due to the avalanche of spam from companies trying to get new customers. WhatsApp offers a new opportunity to create really pleasant and practical communication with customers: the company is ready to create a new marketing paradigm.

WhatsApp will help you in the following situations:

  • You are a B2C with a large customer base or a large number of incoming customers who constantly go through the channel for help. According to WhatsApp, this number should be at least 20,000 users, but chances are that things will change in the future.
  • Send 2 or more messages to your clients in the context of 2 different events or during the 24-hour period (eg delivery status). In this case, WhatsApp messages are cheaper than text messages. Also, if the ordering process involves a dialogue with a customer (for example, clarification of information is needed), a WhatsApp chatbot and simple chat scenario will make it much easier than a call from a contact center.
  • You are sharing the information that should be available to a customer. Just like checks or booking confirmations, generally everything goes to the mailbox, although users find it unfavorable.
  • Your contact center or live chat receives a huge incoming stream. Well, this communication can be easily automated with the new channel. In addition, you will increase the conversion.
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WhatsApp Business account: What are you going to achieve ?

Once your brand is on WhatsApp, you will get a brand account: a verified badge with a small Check mark next to your name that will be seen in an account profile, chat windows and groups. Plus, you get a short company profile text and easy brand access.

NB: A valid account for a company!

Once you’re inside, You can:

  • Provide service and information to your customers: send messages about the order status, share documents and collect comments.
  • Work with incoming traffic on a new channel: the Chat history is saved, so in case a user forgets something, they can easily get back to you (as opposed to chatting on the website).
  • Personalize your communication through CRM and others back-end system integrations.
  • Implements chatbots and uses an alliance of chatbot-agent or chatbot-call center.

Communication: Types of messages

These are the pre-approved message templates. You cannot use it for marketing or promotional purposes. Also, you won’t be able to change a symbol after validation, so pay attention when writing the text. A message must be adapted to a customer’s request, their order, account or loyalty card. WhatsApp charges a fee for these messages.

Session messages

These are any other messages sent and received in response to a message initiated by the user to your application. A chat begins when a user sends a message to your application and lasts 24 hours. WhatsApp does not charge any fee to send these messages. But keep in mind that WhatsApp is very attentive to spam and user comments: it creates a pleasant and meaningful communication.

Service notifications

These They can be notifications of changes in the account, order or delivery status. You can start a dialogue with your customer in case the order is modified and agreed with the user. You can send files, tickets and any other useful content. This is a great opportunity to reduce the burden on technical support personnel: suggest your customers to use WhatsApp when they want to know the details of the order.

Comments and promotion

When submitting an order your client, you can notify the delivery status. After that, you can start a questionnaire in your service directly in the WhatsApp dialog box and even share a discount for completing your form. In this case, you only pay for the first message started, and all others will be free within the 24 hour period.

Use Cases

Incoming Communications

People love new technology solutions if you are they are useful. Once a new channel like this emerges, it quickly facilitates great participation. Try and experiment with this channel: add chatbots, share multimedia files, links and promotional materials.

Leads of an advertising campaign

With WhatsApp you get a high conversion rate. A tap on a CTA button in your ad can attract a user to chat with a brand. Typically, potential customers are referred to a landing page or website, and only after that, they can turn to the brand through some channel. Here they can get all the information they need right away. And messages are free.

Related:  Tips for businesses to get started with chatbots

HR bot

In the event that your human resources department spends too much time making calls and introductory interviews, consider implementing a Human Resources chatbot that addresses frequent questions. This works well for both inbound and outbound traffic: you can start a job chat on a WhatsApp channel with the candidate database.

Backup service

Works well on in case you cannot communicate with your client. A great use case for service companies. For example, a customer left their phone number on the form on your website and now does not answer. You can send a text reminder inviting them to the WhatsApp chat. The incoming message is free.

WhatsApp is not a panacea, you don’t need to bring your entire customer base to this channel. It depends on your objective and format of communication with customers. If you send alerts that do not involve more communication, there is no sense to relocate on WhatsApp, save money. Consider this channel an additional interactive one.

Whatsapp Business Registration Process

With Provider

Truth be told, WA registration is a pretty sad process , so you may want to seek help from an official partner who provides the framework for building a WhatsApp bot. They will take care of all the procedures and provide you with a proper API for the connection. Of course they will be in contact with you throughout the process.

In addition to channel integration, a provider is responsible for integration with CRM and other back-end systems. They adjust activated emails, help with message templates, inbound traffic processing, and customer base update.

Technology Steps

1. Complete an application to open a WA account and send it to the provider. When your request is accepted, the provider will send you a notification form and guidelines to sign.

2. Get a confirmed business account from the Facebook business manager. Choose the mobile phone number you are going to use and obtain verification (use your documents and certificates to guarantee verification on the first attempt). Or you can transfer account administration rights to your provider. This process can take up to 2 weeks.

3. Then fill out the form with the company information that will be shown in your account. After that, create templates and submit them for approval. You will also have to wait a couple of weeks.

Now choose the implementation variation, access the WhatsApp channel and start a dialogue with your customers!

No provider

Here are two options: You can implement a WhatsApp Business API Client through Docker or an Amazon AWS cloud solution. WhatsApp has a guide for both options.

OR

All settings can be done through Facebook’s Business Manager. You create your company account, you register with Facebook’s Business Manager. Here is the description of the process.

After installing it, there are authentication and registration processes. Both actions require certificates, which you will obtain after verification of the profile and telephone number. You can download the certificate in Facebook’s Business Manager following these instructions.

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After that you go to the configuration and tests. You will find the description of the most important steps in the account configuration.

Incoming traffic

As in the case of our clients, we know that the business is It is primarily concerned with HSM scenarios and avoids inbound traffic. This is a misstep. Because this traffic brings leads that you can turn into sales, and customers who are more loyal and open to new ideas. All you have to do is make this communication exclusive.

In case you already use chatbots, things will be much easier: we suggest you to use already adjusted dialogs for WhatsApp and the same scenarios that you have for WhatsApp Business. Review these scenarios and come up with the menu to make it clear to your customers what queries your new channel may be addressing.

If you’ve never had a chatbot before, but are chatting with your customers through a widget on a site web, mail or contact center, we suggest you analyze the dialog boxes, answer the most frequent queries and create some scenarios. for chatbots

In case you have never had experience in chatbot development, we suggest you look for a professional company, so you don’t have to do it from scratch spending time and money. They will take you through the entire process, from stage to programming. You will get a nice and smooth solution + experience that you can use to build bots yourself later.

Outgoing traffic

Since all the outgoing messages after the first user reply are free and not require WA approval, make sure your message creates a need to reply to you. Therefore, you will have the opportunity to create a dialogue: offer services, loyalty programs, special offers, etc. Improve your chatbot all the time: the better you talk to your customers, the more often they come back.

Seek to do a personalized promotion, which you can send immediately after the customer responds to you. In this first stage, you can adapt the customer participation mechanics integrated in your CRM to this new channel; this will make the entire process smooth and enjoyable.

Obtain customer consent

After all of the above has been done, it begins to form the database you plan to add to the WhatsApp channel . This consent to send messages in an application is mandatory. Keep in mind that the formulation must be clear: the user must be aware of the information that will be used and sent through WhatsApp. This consent supposes an action: the user has to write a check or fill in the phone number.

Time scales

The whole process can take up to 2 months. Please note that this is a relatively new solution and the integration may run overtime due to the WhatsApp backend process (for example, last year, from mid-July to the end of August, test access did not work, because the API job was available). To speed up the process, you can start the scenario, HSM templates, and base development right after your request has been accepted.

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