In some countries, WhatsApp is like oxygen – Jan Koum.

With over 2 billion active users spread across 180 countries, none of us can deny WhatsApp’s superiority among all chatting applications. Companies are now leveraging this power of WhatsApp to strengthen their businesses. Messaging has advantages
over other communication channels such as emails. About 90% of the messages are read in just 3 minutes. To improve customer service on a large scale, WhatsApp released an API in 2018.

Application Programming Interface (API) is the unsung hero of our connected world. To give you an example, think of an API as a waiter in a restaurant. The waiter acts as a link to connect customers with the kitchen. In technical terms, it transports requests from the customers and brings back the kitchen responses. WhatsApp API is the waiter that will bring the customers; queries and messages on businesses; systems and will deliver the response to the clients device. At the same time, an API can connect to various clients and carry their requests to our server. This is how WhatsApp Business API is a step ahead of regular chat groups and platforms.

What is WhatsApp Business API?

WhatsApp Business was released in 2018, which provided a platform for businesses to establish their digital presence on WhatsApp. While WhatsApp Business App was a boon for small businesses, it had various shortcomings. There was a need for a more powerful and robust solution for larger companies. To overcome them, shortly after, in August 2018, WhatsApp released its API for larger companies. Let’s have a look at why WhatsApp Business API was needed-

  1. Handle a large volume of messages: WhatsApp Business App can broadcast messages for up to 256 contacts. Though it might be great for local businesses, it was a severe problem for larger companies like Airlines and Travel Agencies. With WhatsApp API, there is no limit on the number of contacts the message is broadcasted. This was one of the most significant advantages it offered over the
    standard WhatsApp Business App.
  2. Multiple devices per account: Since WhatsApp Business was an application, only one user could access it at a time. Certain companies couldn’t integrate it with their customer service team as it required everyone to access the app simultaneously. WhatsApp API solved this problem as it can be used via any tool you desire, allowing companies to answer multiple users simultaneously with their interface.
  3. Supports Integration: WhatsApp API has no built-in frontend. Therefore, you can connect it with your existing CRM and start messaging. You also get an additional advantage of using automated tools such as chatbots to enhance your company’s customer engagement. All these things were not possible with the regular WhatsApp Business App.

As a bonus, you will also get your business profile with WhatsApp Business. That personalizes the brand experience and guarantees a consistent perception of your brand across several channels. Following are the key features that set WhatsApp Business API apart from regular messaging apps-

Authenticity WhatsApp API accounts are not available directly. You’ll need to apply through a WhatsApp partner to get approved. Only once verified, the business profile can be created. WhatsApp Business policy also requires active consent from the user before a business can start messaging them. The verification policy provides a reliable platform, and hence, only authentic companies can contact users.

Spam Control: The messages sent will either be considered a session message or a template message. Responses sent within 24 hours after the customer’s last message are considered as session messages. Any message sent after this time frame is a template message. Template messages are texts with placeholders. Before a template message can be sent, it needs to get verified by WhatsApp. This ensures that the customer’s inbox isn’t spammed with promotional content.

Efficient Messaging Tools: With WhatsApp API, businesses can send texts, emojis, stickers, images, and other multimedia files. This will boost the conversion rate and increase customer satisfaction. As an additional benefit, it allows you to connect through the desired tool and make it possible to answer multiple users across multiple devices.

A Secure and Scalable Solution: All messages sent over WhatsApp are end-to-end encrypted. Users can ensure that their information is safe with your business. Also, the enormous userbase of WhatsApp enables you to connect with your company’s entire userbase.

According to Facebook, 40 million users view a business catalog in WhatsApp every month. The WhatsApp Business API has the potential to revolutionize the way companies contact their customers. With almost 5 million businesses already using WhatsApp Business to level up their customer satisfaction, WhatsApp API is sure to play an instrumental role in paving the way for a better overall consumer experience.

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