What is WhatsApp Business Platform?
WhatsApp as a messaging channel app is all too familiar with the masses. With 2 billion users sending 100 billion messages each day, it's no surprise that Meta (formerly Facebook), has worked tirelessly to expand the platform for businesses with the WhatsApp Business Platform.
WhatsApp Business Platform is an OTT (over-the-top) messaging platform that allows your business to connect and message with customers at scale. This is contrary to the free WhatsApp Business app which suits small businesses that handle few customer queries and a limited product catalogue.
Key Features WhatsApp Business Platform
WhatsApp Business Platform is an excellent solution for medium to large enterprises with voluminous customer queries, expansive marketing, sales and customer service teams as well as a broad product/service catalogue.
Here are the features that a brand can find useful to boost engagement with their customers on WhatsApp.
Rich Media
Like most social apps, WhatsApp allows rich media such as photos, links, PDFs, and GIFs. Think of all the marketing assets that you'd like to share with your audience without having to worry about social media algorithms. By sending rich media to your customers, you can deliver interactive conversational experiences that are engaging and delightful to the eye.
Message Templates and Buttons
WhatsApp’s message templates enable you to send pre-written messages like appointment reminders, delivery updates, and confirmations. You can also implement call-to-action buttons to avoid reinventing the wheel with every message. Quick reply buttons allow you to craft quick responses that customers can use to chat you back without having to write out a complete answer.
Product Messages
Multi-Product & Single Product Messages are interactive message features for WhatsApp Business. It will allow you to showcase and share your products and services directly in the app. This will make it easier for your customers to view your products and make orders thus generating more revenue.
Tips from experts to help you become a WhatsApp pro
Use conversation starters to streamline your conversations and help your customers to respond faster
Make use of a chatbot to optimize, automate and scale up your customer service flow
Create authentic and personalized experiences that make your customers happy
Drive traffic from your Facebook & Instagram ads to start WhatsApp conversations and see a boost in your sales
How different departments can benefit from WhatsApp Business Platform
WhatsApp Business Platform is an excellent choice for dynamic customer engagement, as it can be used for many different use cases.
Customer Service
The platform allows you to amplify customer contact by responding expediently and at scale with rich content like pictures, videos, locations, and more. Ideal for sharing information!
Set up quick replies to keep the conversations flowing and offer the products your customers are asking about within the conversation. It truly can be a one-stop-shop for customer service.
Marketing
Effective marketing involves reaching the right person, at the right time, in the right place. WhatsApp Business Platform can help get your message seen.
Push notifications are a relatively easy way to start getting your message in front of the right eyes. Send marketing offers, as well as notifications that are not particularly time-sensitive. For example New product offers, customer feedback requests and promotions.
The notification feature can also be used to keep your customers involved and informed. Send status reminders of their orders or remind them of upcoming appointments.
Sales
No need to send users to a form on your website and promise to get back to them while you can engage with your potential leads on the WhatsApp Business Platform. Moreover, with the advent of FAQ chatbots, you can provide additional information that your leads seek in order to close that particular sale.
How WhatsApp Business Platform benefits different industries
Is your focus Retail? Then talk with your customers about restocks, returns and refunds on WhatsApp. Or you could send purchase confirmations and delivery status updates.
Are you in the Travel & Hospitality industry? Send your customers flight details, flight changes, upgrades, boarding passes and hotel confirmations!
Working in Financial Services? Warn your customers when suspicious e-mails are going around! Or help your customers with payments and chat with them about their lost credit card.
If you're working in a Governmental institution, WhatsApp can help improve the reachability of your services. Meet your clients on the app they already use!
Is Telco your specialty? Help your customers change subscriptions whilst having a personal chat with them over WhatsApp.
The Entertainment & Media world can also benefit a lot from WhatsApp. Have your viewers send texts via WhatsApp to poll their opinions or send reminders for upcoming shows.
Or are you not into all of the above and do you just want to organize your Logistics? Chat with your customers to set delivery dates and send notifications and receipts over the same channel.
Whatever work field you're active in, WhatsApp Business Platform can add to the customer experience thanks to its extensive range of use cases.
WhatsApp Is The Most Popular Messaging Channel Worldwide
Globally speaking, WhatsApp is the most popular messaging channel by far. Not that surprising, considering that as of January 2022, WhatsApp has 2 billion users. These users are sending approximately 100 billion messages each day! This is an enormous increase (over 66%) compared to 2017 when global users sent approximately 60 billion instant messages on a daily basis.
Most Popular Messaging Channels: Global
WhatsApp is loved by Boomers and Gen X
WhatsApp is the most popular messaging app amongst Gen X (age 45-54) and Boomers (age 55+). While WhatsApp really reigns supreme amongst the Boomers, we see that for Gen X, Facebook Messenger also is a strong contender.
Most Popular Messaging Channels: Gen X & Boomers
The app is less popular amongst Millenials and Gen Z, but still ranks in the top 3 most popular messaging apps for those age groups. It shares 2nd place with Instagram Messaging amongst Millenials and places 2nd on the Gen Z scale, who put Instagram Messaging at the top.
Most Popular Messaging Channels: Gen Z & Millennials
In conclusion, WhatsApp has an enormous reach worldwide, currently holding the title of the number one most popular messaging channel globally. With its rich media, innovative features, and multiple use cases, it's easy to see why the channel would be a great addition to any communication strategy.
