The best marketing tools

IS Since its launch ten years ago, WhatsApp has transformed the way friends and family communicate with each other. The speed of communication, the ability to see others' status on the network, and the ability to quickly send messages via text, voice, or other media were all advantages that were hard to resist. Now, thanks to the WhatsApp Business app and the WhatsApp Business API, businesses enjoy the same benefits of better engaging with customers. WhatsApp simply should be considered one of your company's best marketing tools.

The question is: how do you decide if a business app or API is right for your brand? We've explored what you need to consider before making this decision.

But first… why WhatsApp Business?

We could tell you that 60 billion messages are sent on WhatsApp every day, in 180 countries. Or that the app has 1.5 billion daily active users.

While these numbers are undeniably impressive, they're really about evolving consumer habits and how chat apps are seamlessly integrating them. Chat commerce, the intersection of messaging apps with shopping and transactions, is rapidly taking off in the banking, telecommunications, and entertainment sectors. The modern, digitally connected consumer has a lot to keep track of and simply doesn't want to:

• Being forced to visit businesses in a physical store
• Spend time waiting on the phone for a customer service consultant
• Be limited on where and how they can buy products or services

WhatsApp Business can solve all these customer pain points.

The corporate WhatsApp app

First released in January 2018, the WhatsApp Business app is a free download perfect for small businesses. The app makes it easy to engage with customers. Initially available only for Android devices, the WhatsApp Business app began rolling out to iOS in March of this year.

For business owners who were already using their personal WhatsApp number to interact with customers, the app offers the following features to make this process much easier:

• Company profile. Business owners can create a unique and professional business profile with details such as their website, contact information, and location.
• Analysis of the messages. Small businesses can use the app to track the number of messages sent and read, providing valuable insights into the performance of specific campaigns.
• Automated responses. This feature allows you to save answers to questions most customers tend to ask, saving you time. Answers can also be automatically sent when you're busy and can't respond immediately.
• Chat labeling. This useful feature allows you to categorize chats. For example, new customers could be grouped together, meaning that interactions for those customers will be different.

WhatsApp Business should be one of the best tools marketing

These benefits for small business owners explain why the WhatsApp Business app has proven so useful. For businesses, the biggest benefit is the ability to offer personalized support to their customers, exponentially increasing brand loyalty. For customers, the WhatsApp channel is the quickest and easiest way to track orders or register inquiries, eliminating the need to call a business or wait for an email response.

Examples of use cases: WhatsApp Business App

• Leco, an eye care company, uses WhatsApp Business to improve communication between customers and optical specialists: up to 75% of sales are said to be finalized via WhatsApp
• Nails Bryss, a beauty salon in Mexico, sees the 95% of appointments booked through WhatsApp

The WhatsApp Business API

Of course, not all businesses are small with easily manageable messaging volumes. Medium and large businesses, especially those with a global customer base, will need a more robust product than the WhatsApp Business app: enter the WhatsApp Business API, introduced in August 2018.

With higher messaging volumes comes the need for automation, easy integration with existing communication platforms, and the ability to scale quickly. These are just some of the benefits of the WhatsApp Business API.

To gain access to the WhatsApp Business API, you will need to go through an approval process that demonstrates your business's use case through a authorized WhatsApp business solution provider Like Clickatell. Once approved by WhatsApp, you can enjoy the following benefits:

• Secure end-to-end messaging
• Detailed statistics and analytical reports
• Fully managed verification, approval and onboarding
• Complete management of the company profile, technological integration, infrastructure and storage services

Why is it necessary to use an authorized solution provider? As part of WhatsApp's efforts to ensure a secure transaction environment and maintain consumer trust, access to the Business API is subject to a thorough approval process. This means that when customers reach a brand on WhatsApp, they can be confident they're interacting with a verified business.

Major global brands have already seen great success using WhatsApp to communicate with their customer base.

• Uber uses WhatsApp for drivers who need a quick and reliable means of answering their questions.
• The travel industry, where timely information is crucial, is a perfect fit for WhatsApp. Singapore Airlines uses WhatsApp for customers requiring quick and convenient support. KLM Royal Dutch Airlines allows customers to receive flight information and documents via WhatsApp.
• The banking sector is another factor responsible for WhatsApp's improved customer service and ability to transact on the channel. Absa Bank in South Africa, Nigeria-based UBA Banking Group, and Stewards Bank in Zimbabwe are all examples.
• MTN South Africa, a leading telecommunications provider, has also successfully entered the WhatsApp chat space, allowing customers to easily purchase data bundles and airtime through the channel.

As one of your brand's key marketing tools, it's easy to see how WhatsApp Business can improve the customer experience. Depending on the size and specific requirements of your business, you'll need to decide between the app and the business API.

Either way, allowing customers to message your business on an app they're already familiar with is an excellent driver for increasing brand loyalty in a market that craves convenience—and what business owner would say no?