previous icon Back to blog
Apr 11, 2021
7 minutes read

What Is WhatsApp Business? Top Benefits of the Most Popular Messaging App

Are you interested in learning about WhatsApp Business and what it can offer as a customer support tool? Introducing a new channel can be time-consuming and tricky – but not to worry. We’ve broken down everything you need to know about WhatsApp Business to prepare you for this new addition to your omnichannel toolkit.

I. What Is WhatsApp Business?

WhatsApp is the most popular global messaging channel. With 2 billion active daily users sending 65 billion messages each day, it’s no surprise that Facebook (the developers behind WhatsApp) expanded their platform to include a business application: WhatsApp Business. 

WhatsApp Business is an OTT (over-the-top) chat app that brings the functionality and convenience of personal messaging to customer communications. More than 5 million business users take advantage of this popular messaging platform today.

OTT messaging apps are third-party alternatives to texting services traditionally supplied by mobile network operators. WhatsApp provides fast and low-cost messages exchanged over the internet through connected smartphones, laptops, desktop computers, tablets, and even smartwatches.

When used in conjunction with other mobile channels, WhatsApp Business becomes an indispensable element of a successful omnichannel marketing strategy.

II. How Are WhatsApp Business and SMS Different?

OTT messaging apps like WhatsApp have rapidly overtaken SMS messaging for their cost, speed, and ability to chat with people worldwide. While WhatsApp Business and SMS function similarly, there are a few key differences:

  • Consumers can only send and receive SMS messages between mobile phones. However, you can access WhatsApp messages on any device with an internet connection, including desktops, laptops, tablets, and phones.
  • With WhatsApp Business, you can chat with anyone in the world virtually free, while mobile carriers commonly charge monthly fees for their texting service with extra costs for international messages. WhatsApp messages bypass SMS roaming fees or fluctuating carrier costs because they’re delivered as an OTT messaging platform, making it ideal for businesses that communicate with customers outside of their regions.
  • SMS messages can be sent to any mobile phone, regardless of carrier, while WhatsApp messages are limited to device owners with a WhatsApp account. Ultimately, sending WhatsApp messages is only useful if customers are active on the platform or as a fallback messaging option (customers receive these messages if SMS is undelivered.)

III. The Benefits of WhatsApp Business

1. Convenient Two-Way Communications

WhatsApp Business gives companies a way to engage in two-way messaging with customers through an app they’re likely already using for everyday chat conversations. The app offers businesses a convenient and direct gateway to a variety of customer communications and campaigns.

2. Improved Customer Care

Gone are the days of frustrating customer service and support calls, long hold times, never-ending routing to agents, and backlogged support emails. WhatsApp Business provides companies with a personal environment to chat with customers in real-time. By providing the information and support your customers are looking for, WhatsApp Business fosters loyalty and trust.

3. Brand-Verified Conversations

Every business must create a “Business Profile” on WhatsApp, a unique business identity that injects branding elements into your WhatsApp conversations. You can add contact numbers, website URLs, store locations, promotional details, and more. WhatsApp Business also lets you add multimedia to messages, including images, videos, and documents.

4. Global Reach

WhatsApp is the most popular messaging app in more than 100 countries, with a global customer base of more than 2 billion, making it a perfect channel for businesses to reach captive audiences. 

5. Automatically Initiate More Conversations 

Once users have opted in to receive WhatsApp messages from your business, you can create template messages that notify customers to take the next step and start a conversation. 

By imposing strict policies for content quality and response times, WhatsApp ensures users don’t receive spammy or irrelevant communications. WhatsApp also requires business users to respond to incoming customer messages within 24 hours using a non-templated message.

6. Added Security With Customer Messaging Opt-In

Managing various regulations and compliance laws can be a huge headache for businesses. 

WhatsApp bakes in security features like end-to-end encryption and two-factor authentication to keep both consumers and businesses safe. WhatsApp Business also verifies your business account upon registration, ensuring customers of your identity when they opt-in to receive your texts and communications.

IV. WhatsApp Business Features

Use Message Templates

WhatsApp Template Messages enable you to send pre-written messages like appointment reminders, delivery updates, and confirmations.

Save Time With Quick Replies

Avoid reinventing the wheel with every message. Quick replies allow you to craft quick responses that customers can use to chat you back without writing out a complete answer. 

Automate Messages

Never miss a message again! Automated messages enable you to respond to customers 24/7, so customers never feel neglected or overlooked. Creating a welcome greeting to new customers’ messages helps your brand promote goodwill while providing introductory information about your company. 

More time-saving messages include:

  • Notify customers of wait times
  • Follow up with links to FAQ resources
  • Prompt users to schedule a time to chat

Gain Peace of Mind With Built-in Security

WhatsApp prides itself on offering “security by default.” Unlike other messaging apps, the app encrypts messages and calls end-to-end. Each message has a unique lock and key, so only senders and recipients can read the contents — not even WhatsApp. 

Get Desktop and Web Convenience

Respond to customers via smartphone, mobile, or desktop browser. Having accessibility that spans across device types and locations is a powerful way to ensure you’re always at the pulse of your customer communication.

Create a Branded Business Profile

Providing information like your business address, contact information, and website URL informs customers and helps them find you online and in person.

Organize Your Chats

Mobile messaging moves fast. Ensure customer messages never fall through the cracks by labeling to your conversations. Add colors or labels to designate departments, sort by conversation types, and quickly retrieve messages.

Get Delivery Data Stats

Know if and when your messages have been received or read, giving you valuable feedback on your delivery and messaging efforts.

Create a Catalog 

Promote up to 500 products or services with a catalog displayed on your business profile. Catalog links can be shared on social media to help customers discover your business and contact you directly for sales and support questions.

V. How to Use WhatsApp Business

Here are a few of WhatsApp Business’ features and use cases that some of the world’s leading businesses rely on to deliver world-class omnichannel experiences:

  • Send Alerts & Notifications: Use WhatsApp Business to notify or alert your customers of time-sensitive information, such as an itinerary change, system outage, or shipping alerts.
  • In-App Booking & Scheduling: Create your own WhatsApp Chatbot to let customers easily book appointments with your business.
  • Send Appointment Reminders: Help your customers remember their appointments and avoid frustration over rescheduling.
  • Streamline Customer Service: Support agents can communicate with customers in real-time to answer questions and resolve support tickets. 
  • Simplify User Verification: WhatsApp allows you to send multi-factor authentication messages, such as one-time passwords, with enhanced security and encryption.  
  • Send Customer Surveys: Get valuable feedback that enhances your customer service and product development efforts.

These are a few of many types of industries using WhatsApp Business:

  • Retail
  • Ecommerce
  • Health Services
  • Finance
  • Travel & Hospitality
  • Fundraising & Nonprofits
  • Real Estate
  • Government
  • Entertainment & Media

Check out 3 creative ways to use WhatsApp Business. 

VI. Why Choose a WhatsApp Chatbot?

WhatsApp has shot to fame in recent years, with more than 2 billion users worldwide at the last count. It's still growing at approximately half a billion users every two years. Today it's estimated that WhatsApp processes more than 750,000 messages every second. 

Interestingly, statistics show WhatsApp to be a popular platform for people of all ages, from 15 to over 50s, with surprisingly little difference in adoption rate. This makes WhatsApp a viable option for pretty much every business out there. 

With the bulk of your customers making use of the WhatsApp messaging app, it makes sense to leverage WhatsApp in your business. Go where the people are, we're told time and again. And this is exactly what over 5 million businesses have done so far. 

The WhatsApp chatbot can be leveraged to handle large volumes of customer queries by automating frequently asked questions. You can also use the WhatsApp chatbot to engage your customers with timely and relevant notifications. Last but not least, you can leverage the WhatsApp chatbot to provide an end-to-end commerce journey to your customers.

The marriage between the capabilities of Conversational AI and the power of WhatsApp Business API makes it a no-brainer for brands to add WhatsApp to their communication stack! 

VII. Enabling Commerce on WhatsApp

Commerce on WhatsApp has emerged as a clear winner in the Conversational Commerce race in India. If you’re selling products and services to consumers in India, commerce on WhatsApp can add significant value to your revenue.

With the launch of new interactive elements, brands can now send product catalogues & provide a seamless shopping cart experience to their users.

The ability of commerce on WhatsApp to provide an end-to-end shopping experience on a single chat screen makes it a go-to platform for your business. This gets more powerful with the launch of non-transactional notifications on WhatsApp.

Learn more about how Commerce on WhatsApp can help you.

VIII. Seamlessly Manage Your Multi-Channel Customer Chat Apps With CM.com

If WhatsApp Business is just one of the tools you plan to use to engage your customers, how will you integrate it seamlessly with your other platforms?

WhatsApp Business is just one of the popular OTT mobile messaging platforms offered by CM.com. As Business Solution Provider for WhatsApp Business API, CM.com enables messaging through the WhatsApp Business API

CM.com also delivers WhatsApp Business as a messaging channel integrated seamlessly into the Mobile Service Cloud. Our multi-channel platform provides all the benefits of an omnichannel, mobile-driven buyer’s journey -- providing marketing, support, service, transactions, payments, and sales simultaneously throughout multiple messaging channels. 

CM.com’s intuitive Mobile Service Cloud reduces your staff's workload, optimizes productivity, and maximizes efficiency while improving your service quality.

Reach out and get a free demo of the Mobile Service Cloud today!

Looking to Implement WhatsApp Business Solution for your Organization?

Was this article interesting?
Share it!
CM.com
connects tens of thousands of companies with millions of consumers via their mobile phone each day. Behind the scenes, from our innovative platform, CM.com makes sure companies can use these millions of messages, phone calls and payments to become part of people’s lives.

Latest Articles

whatsapp business features blog
Feb 21, 2023 • WhatsApp

WhatsApp Business Features to Boost Your eCommerce Business

WhatsApp Business gives business owners a presence on one of the world's most popular social messaging apps which allows them to communicate more effectively with their customers and help their businesses grow in the online marketplace. Here are just some of the features that have already made the WhatsApp Business Platform an essential part of people's eCommerce practices across the world.

whatsapp-business-blog-image-conversational-commerce_payment
Jan 25, 2023 • WhatsApp

How to Use WhatsApp Business for Conversational Commerce?

Conversational Commerce is a type of eCommerce that focuses on two-way conversations with customers via the use of online chat tools. It's a concept that's actually been around for quite some time, with former Developer Experience Lead at Uber, Chris Messina, describing it as "the intersection of messaging apps and shopping" back in 2015.

whatsapp-business-blog_image-product-messages
Jan 25, 2023 • WhatsApp

Showcase Your Products With WhatsApp Business Product Messages

You might already be using WhatsApp Business as a communications channel for things like customer service, customer feedback, and marketing. However, what many people have yet to discover is the power of WhatsApp Product Messages as a highly innovative and effective way to boost your sales potential on one of the world's most popular online messaging channels.

whatsapp-business-blog_image-service-automation
Jan 25, 2023 • WhatsApp

How to Use WhatsApp Business for Service Automation

The process of refunding or replacing a product is an inherently sensitive situation that can quickly turn into a source of tension or frustration for customers and businesses alike. Let's face it, when we as consumers are looking for a refund or replacement of a product that we’re unsatisfied with, the idea of having to scroll through lengthy pages of information that may or may not be relevant to what we need to know doesn't exactly fill us with joy; nor does the idea of spending extended lengths of time on hold with customer service.

whatsapp-business-blog_image-tracking-order-updates
Jan 25, 2023 • WhatsApp

How to Use WhatsApp for Tracking and Order Updates

Even the most easy-going among us can get a bit nervous if we don't know what's going on with our order. We've all been there, combing through our emails from the past month searching for payment confirmation, or fretting about whether our product has accidentally been shipped three-quarters of the way around the world to an unknown location, never to be seen again.

whatsapp-business-blog_image-customer-feedback
Jan 25, 2023 • WhatsApp

Collect Customer Feedback With WhatsApp Business

Customer feedback is a vital part of any business as an essential point of contact between the buyer and the seller. However, obtaining good quality feedback can have its obstacles, not least because the process of giving and collecting information in the form of traditional customer surveys can often be time-consuming and tedious for consumers and businesses alike.

Increase Your Conversions Rate With WhatsApp Business
Jan 25, 2023 • WhatsApp

Increase Your Conversions Rate With WhatsApp Business Assisted Sales

You don't need a degree in psychology to know that some customers are more risk-averse than others when it comes to making a purchase. When shopping online everyone has, at some point, been in the position of hovering over the 'confirm payment' button with that little voice at the back of their minds telling them they're about to make a mistake. Sometimes we throw caution to the wind regardless of any doubts we may have and buy the product anyway; in many cases, we abandon our carts and go elsewhere to find what we're looking for.

whatsapp-business-blog_image-abandoned-carts-stock-wishlist
Jan 25, 2023 • WhatsApp

How WhatsApp Business Can Help With Abandoned Carts Recovery

Picture the scene as a customer: we've made the decision that we're going to buy something and we've added it to the cart, but for whatever reason, we don't follow through with the transaction. Sometimes we forget that we've added items to the cart; other times the phone rings just as we're about to click pay and we forget about it. On other occasions, we see something at the last minute that we don't like the look of that makes us think twice about buying.

whatsapp-business-blog_image-deals-offers
Jan 25, 2023 • WhatsApp

Increase Conversion With Promotional Messages on WhatsApp

In an age of mass marketing, as well as constant TV, internet and email advertising, it’s safe to say that sales periods can be something of an overwhelming experience for consumers around the world. Inundated with information from companies, people could be forgiven for wanting to switch off their phones, radios and televisions and ignore all forms of marketing until the sales period is all over. As an eCommerce owner, you should always be looking to avoid this by diversifying your marketing strategy in a way that suits your customers needs and sensibilities.

Is this region a better fit for you?
Go
close icon