In this article, we will explain what the WhatsApp Business Platform is and how it can benefit your business.
In addition to the traditional application for private use, WhatsApp also offers two options for businesses. At first glance, their similar names might make you think they're pretty much the same apps, but in terms of functions, possible use cases, and costs, they are quite different.
Differences between WhatsApp Business and WhatsApp Business Platform
WhatsApp Business App
WhatsApp Business App is a professional app similar to the regular WhatsApp app. It is designed for small businesses to communicate with individual recipients through manually sent messages. It offers a set of built-in business features for communicating with customers such as quick responses, labels, and a company profile. The main drawback of the WhatsApp Business app is its lack of flexibility and the fact that it is limited to one user.
WhatsApp Business Platform
In order to provide medium and large businesses with a scalable and flexible way to use WhatsApp Business, Facebook launched the WhatsApp Business Platform in August 2018. This application programming interface (API) allows businesses to receive and respond to WhatsApp messages from their customers at scale.
Unlike the WhatsApp Business App, no separate operational interface or application is offered for the API. Instead, you must partner with a certified Business Solution Provider, like Sendinblue, that integrates WhatsApp Platform within their platform.
What are the benefits of WhatsApp Business Platform?
With more than 2 billion users, WhatsApp is no longer just the world's most popular messaging application for communicating with friends and family: more and more companies are starting to offer their services on their customers' preferred channel.
Private and secure messaging
The WhatsApp Business Platform has been developed to be secure for everyone by protecting businesses and end-users alike with:
- "Business Profiles" that are unique to each company and that must be verified by WhatsApp before activation;
- End-to-end encryption on all messaging;
- Two-factor authentication (2FA);
- Messages that must be approved by WhatsApp before sending;
- No duplication of phone numbers or accounts to avoid confusion between brands;
- Required opt-in for all contacts to ensure that all communications are GDPR compliant.
High reach and engagement
Businesses must communicate with their customers through the channels they already use. With more than 2 billion people around the world using WhatsApp, there is a high chance your customers have already installed the app on their phones or desktop. By communicating with your customers through a channel like WhatsApp, it makes them more likely to see your message, read the content, and further interact with your business.
WhatsApp Business Platform supports media attachments such as audio, documents, videos, and links. Rich messages enable businesses to capture and retain the attention of customers better than static text messages. This helps boost customer engagement and experience to better promote your brand.
WhatsApp Business Platform also allows you to personalize the content of your messages for each customer with attributes such as their name and their location, including country and city.
Through WhatsApp Businesses Platform, businesses and customers can easily engage in two-way interactions in real-time. Today’s customers want to reach out to businesses and have real conversations, not just respond to one-way messages directed at them. WhatsApp addresses these issues by being the first app built for conversation that delivers quality, reliable two-way messaging around the globe.