Introducing a guide to the WhatsApp Business API Have you ever wondered what an API is? The acronym API stands for 'Application Programming Interface', an essential software mediator for communication between two different platforms.
Consider, for example, being in a restaurant and selecting your favorite dish from the menu. The kitchen takes care of the preparation, but the crucial link in this process is the waiter, similar to an API, who relays your choice to the kitchen and then serves you the dish.
The WhatsApp Business API works in a similar context. Companies wishing to implement this API must opt for a specific vendor and integrate the API into their system to enable its multiple functionalities. This advanced tool makes it easier for companies to improve their communication channels through options such as automating responses, broadcasting messages via WhatsApp, implementing chatbots and using interactive elements such as WhatsApp buttons.
To understand it simply, we can view the WhatsApp Business API as an advanced extension of the WhatsApp Business application. While the app is geared towards smaller businesses with features such as business profiles and autoresponders, its capabilities are relatively basic, especially for businesses that handle a large volume of daily customer interactions.
Investing in great tools often comes at a cost, and in the case of the WhatsApp Business API, this translates into per-conversation fees. However, the return on investment manifests itself in terms of conversion. Not only does this platform offer security and confidence for both businesses and customers, but it also provides a number of advanced features. These include instant replies, chatbots, multiple active session capability, extended broadcast, and customized messages specific to WhatsApp Business. All of these features are designed to boost businesses' online presence and improve their sales.
The opportunities are limitless! Using platforms such as Shimli, companies can incorporate the WhatsApp Business API, accessing a wider range of functions and significantly optimizing the efficiency of their workflows.
When communicating with customers through the WhatsApp Business application, only the company's phone number is displayed.
In contrast, by using the WhatsApp Business API, businesses can obtain an Official WhatsApp Business Account. This account displays the company name instead of the phone number, making it easier to identify even if the customer has not previously registered the number. In addition, a badge in the form of a small check mark appears next to the company name, reinforcing its authenticity and trustworthiness.
The inclusion of this green WhatsApp Business verification seal not only reinforces the corporate image, but also prevents the account from being blocked, thus eliminating the need to face the complications and consequences of not being able to use that number again on WhatsApp.
WhatsApp offers the possibility of using interactive messages to encourage customer participation. This type of messaging makes it easier for users to select and communicate about your company's products or services in a more direct and simple way.
Think of this as back in school days, when multiple choice questions were generally preferred over extended answers on exams. The reason is similar. This approach makes interactive WhatsApp Business messages more effective, resulting in higher response rates and conversions compared to traditional text-only based messages. Interactivity simplifies communication and makes it more engaging for customers.
Message list: WhatsApp allows businesses to engage customers through list messages with up to 10 options, making message flow simple, consistent and efficient.
Reply buttons: Business users can design 3 buttons for their customers to select. It can even be combined with list messages when customizing an interactive message flow.
For businesses that do not use the WhatsApp API there are limits and increased risk of being blocked, these limits are set to control the amount of conversations a business can initiate with its customers in a 24-hour period. There are five different levels of message limits, depending on the verification status of the phone number and business profile on WhatsApp.
Businesses with unverified number: If a business has registered its phone number on WhatsApp Business but has not completed the verification process to confirm that it is a business number, the limit is 250 new conversations in a 24-hour period.
Businesses with verified number and approved name: For businesses that have gone a step further by not only verifying their phone number but also getting their business name approved by Meta, the limit of conversations they can start increases. These businesses can start up to 1,000 new conversations within 24 hours.
The integration of the WhatsApp API brings with it a cost structure defined by Meta, which is based on the specific usage of the conversation. These charges are determined by the duration of each interaction, applying to periods of up to 24 hours, and also depend on the nature or category of the conversation initiated.
In addition, it is important to consider that the cost may vary depending on the geographic location of the user. This means that the price for using the WhatsApp API could differ from one country to another.
Apart from the conversation fees charged by Meta, companies will have to pay a subscription or provider fee to the WhatsApp BSP. Shimli offers reasonable pricing based on your needs.
User-initiated versus business-initiated conversations, user-initiated conversations, also known as service conversations, occur when customers send the first message. The conversation charge applies when a company responds to a user within the 24-hour customer service window. There are no additional charges regardless of the number of messages sent within the 24-hour window.
In contrast, business-initiated conversations are charged when a business sends a message to initiate or continue a conversation outside of the 24-hour customer service window. To do this, you must use a pre-approved message template for one of three use cases: Utility, Authentication and Marketing. User-initiated conversations are usually cheaper than business-initiated conversations. This is because WhatsApp wants to incentivize effective customer service on its platform.
This alternative represents an optimal solution for small companies or for those who do not intend to use the platform for large-scale communication campaigns. Through this method, companies can establish a direct and efficient channel with their customers by simply scanning a QR code. This way of connecting to WhatsApp is simple and low-cost.
Connecting to WhatsApp via QR, an unofficial integration, offers small businesses an agile way to access a system similar to a CRM or multi-agent platform. Its use is very practical, as companies do not need to comply with extensive requirements, such as having a website or carrying out additional procedures. It is enough to have an active phone line and internet connection to be able to link to this service through a QR code scan.
Through WhatsApp QR, companies can link several lines on the same platform without additional values, configure chatbots, transfer chats between agents, among other features. However, there are some restrictions. For example, to send mass messages there is a limited number of messages you can send, otherwise, if this limit is exceeded, the line may be blocked or penalized.
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