Simply put, WhatsApp Business allows companies to safely and securely message their customers directly within the WhatsApp messaging platform. One advantage over SMS is that WhatsApp is tied directly to a single phone number and provides a branded business profile rather than a string of digits. This allows consumers to immediately know who they are chatting with or receiving messages from. WhatsApp also provides reliable delivery information, providing companies the additional benefit of knowing what messages have been delivered and, ultimately, read.
There is also a growing trend to use business messaging for ‘conversational commerce’ purposes: enabling sales and support teams to answer product or customer service questions with rich, contextual messages that will, ultimately, facilitate a new transaction or keep a current customer happy.
Since WhatsApp comes preinstalled on many smartphones worldwide, user adoption has skyrocketed and is continuing to grow. That means your customers are probably already using the app. To make that customer connection, all you need to do is set up a WhatsApp Business profile and associate it with your business number And because your business presence is tied to only one phone number (short codes not required!), you can easily include it in all of your marketing programs to entice more customers to make that direct connection with you.
Employing WhatsApp Business as part of your messaging strategy can be a game changer—a necessary tool to help you remain competitive. We've compiled five reasons to consider using WhatsApp Business in your customer communications.
Creating superior brand connections.
Cementing great brand relationships with customers is the holy grail for most businesses. And WhatsApp delivers on that promise by providing businesses with a closed, personal environment in which to communicate one-on-one with their customers. With WhatsApp, companies create ‘Business Profiles,’ a unique, fully-branded business identity. This allows you to provide specifics like email and phone contacts, social media links, store addresses, website URLs, and suitable business details or offers. More importantly, your WhatsApp Business profile gives you the opportunity to inject your brand personality with every customer interaction. And because WhatsApp verifies all business accounts, your customers are assured it’s not an imposter on the other end when they opt-in to connect with you.
Connecting with customers where they already are.
When was the last time your office or home phone rang? Or the last time you responded to direct mail? Traditional communication channels like these—and even more recent digital ones like SMS and email—are no longer solely meeting consumer demand. In fact, they’re being abandoned in favor of more convenient omnichannel solutions. Successful companies understand that to deliver exceptional customer experiences they have to fish where the fish are and be on the channels their customers prefer. In fact, a Dimensions Data study reveals that nine out of ten consumers would prefer using messaging to communicate with businesses, and, according to Nielsen, 56% would rather message customer service than speak on the phone.
Engaging globally.
If your customer base is global, or if your customer travels globally, know this: as of early 2018, WhatsApp is the number one messaging app in 104 countries. And it has the highest smartphone penetration rates as high as 95% in some of those countries. Because it’s free for users, WhatsApp has, in less than a decade, become the most popular app for personal and business conversations. That popularity is unrivaled in Latin America, Europe, Africa, and Asia, with the exception of China who tends to prefer WeChat for business communications. The rise of smartphone penetration in these regions has also accelerated the use of messaging apps as a preferred channel for commercial transactions, as well. If you want to tap into a more global market, WhatsApp should absolutely be in your communications portfolio.
Messaging privately and securely.
Adhering to ongoing in-country regulations and compliance issues is a constant struggle. One of the most significant benefits of WhatsApp is its end-to-end encryption and strict attention to protecting subscriber privacy. The appeal to WhatsApp users is obvious: customers want a familiar but secure way to connect with businesses they’re looking to engage with. And as the need for businesses to remain compliant and secure is a constant balancing act, WhatsApp safeguards companies, as well. Also with two-factor authentication (2FA) baked right into the app, you can rest assure that the users you’re messaging with are, indeed, who they say they are.
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