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Evolution of the WhatsApp API

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Evolution ofAPI of WhatsApp: Extension of Interaction Windows and Impact on Meta ADS

Starting June 1, 2023, businesses using the WhatsApp API for marketing purposes experience a significant change. The platform announced an extension of the interaction window from 24 to 72 hours for customer engagements originating from Meta ads. This update is particularly relevant for businesses leveraging the paid API version of WhatsApp, which is designed to facilitate communication with a large number of customers and seamlessly integrate with digital assets.

Understanding the WhatsApp API

The WhatsApp API offers a distinct approach compared to the familiar WhatsApp Messenger or Business versions. Designed for medium to large businesses, it requires the use of a Business Service Provider (BSP) for account management, introduces a paid chat model and limits the sending of messages to pre-approved templates. Despite these differences, the API version promises stability, the ability to handle extensive conversation volumes, and unique features such as chatbots and in-chat buttons to improve user interaction.

The Cost of the WhatsApp API

The cost of using the WhatsApp API includes several areas: activation on a BSP platform, recurring charges for using the BSP platform, and costs per conversation. Pricing varies across the many BSPs authorized by WhatsApp, each of which has unique pricing models and dashboard features. Understanding these costs is critical for businesses considering the WhatsApp API for their marketing strategies.



Conversations and Interaction Windows

In the context of the WhatsApp API, a conversation does not refer to individual messages, but to an exchange that can occur within a specified “window” following the customer's last interaction. Traditionally set at 24 hours, this window allows for free back-and-forth messaging between a business and its customers. From June 1, 2023, this window will expand to 72 hours for interactions triggered by Meta ads, providing businesses more flexibility in maintaining dialogue with their customers without incurring additional messaging costs.

The Importance of Updating

This extension is a godsend for businesses that don't monitor incoming WhatsApp chats on weekends or holidays. For example, a customer who reacts to an advert on a Saturday morning will now be able to be addressed by the business first thing on Monday morning within the 72-hour window, ensuring that engagement and sales opportunities are not missed due to time constraints.

Leveraging the WhatsApp API and understanding these updates are crucial for businesses aiming to optimize their digital marketing strategies on the platform. Extending the interaction window represents a significant opportunity to improve customer communication and engagement through targeted Meta advertising.

By embracing these changes and strategically integrating the WhatsApp API into their marketing mix, businesses can dramatically improve their outreach and customer service capabilities, nurturing stronger relationships and driving sales in the process.

*For businesses looking to streamline their marketing efforts on WhatsApp, Sendapp provides a simplified solution to create, manage and analyze

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