Have you been thinking about using WhatsApp API for business but are unsure what it is or how it works? We have created this first-hand guide to answer all your WhatsApp Business API questions. Here, you’ll learn how to create an account, manage contacts and send a message successfully.
What is WhatsApp API?
WhatsApp API, also known as WhatsApp Business Platform, is designed for medium to large companies looking to use WhatsApp for messaging at scale. Unlike the WhatsApp Business App, the API does not have a front-end interface and must be connected to a messaging software to send and receive messages.
This gives businesses the freedom to choose a software solution that fits their business needs and have access to advanced features, such as automating conversations and appointment booking, AI tools, sending broadcasts, and more to create personalized customer journeys.
If you're still deciding between WhatsApp API and WhatsApp Business App, the next section is for you. However, if you've already decided on the API and wish to learn more, feel free to skip ahead.
WhatsApp API vs WhatsApp Business App
The WhatsApp Business App is intended for micro to small businesses, as it comes with limited multiuser, broadcast and automation capabilities. This makes it difficult for you to handle high volumes of messages and contacts.
The API, on the other hand, supports unlimited users and high volumes of broadcasts. When paired with the right WhatsApp API software, businesses can manage conversations with advanced AI and automation and ensure smooth contact synchronization with e-commerce platforms and CRMs, among other advanced capabilities.
Now that you know what you can do with the API, let’s see if it's right for your business.
Is WhatsApp API Right for Your Business?
We’ve compiled a list below to help you decide if you should get WhatsApp API:
1. Business size and message volume: If you’re a medium to large company that deals with a high volume of messages, then the API is your best choice. This will allow you to manage messages efficiently by connecting it to an AI-powered customer conversation management software like respond.io.
2. Integration with e-commerce platforms: Unlike the WhatsApp Business App, you can integrate WhatsApp API with popular e-commerce platforms such as Shopify, BigCommerce, WooCommerce and Magento.
5. Regions: If you’re operating in regions where WhatsApp is among the most popular messaging apps, such as in Malaysia, Singapore, the United Arab Emirates (UAE), Mexico or the United Kingdom (UK), WhatsApp API allows you to reach customers at the scale required for business growth and success.
<call-out> By using WhatsApp API and respond.io, Qobolak doubled lead conversions. Read the full story here <call-out>
In the next section, we’ll show you the features of WhatsApp API that you need to be aware of.
Turn conversations into customers with respond.io's official WhatsApp API. ✨
Your business can use WhatsApp API to chat with leads and turn them into customers. While it doesn’t have these features natively, software like respond.io have built these features to ensure businesses can maximize WhatsApp API to increase their productivity and revenue.
1. Support for Multiple Agents
The WhatsApp API is designed to support a large number of agents. This means you can manage conversations concurrently to handle high message volumes. It also allows various team members to work on incoming inquiries without delay.
Each agent can view real-time updates, access previous conversations, and maintain continuity, ensuring that customers receive prompt, informed responses. With this multi-agent support, businesses can scale their customer service efforts, keeping up with demand and minimizing response times.
2. Respond at Scale With Automation
If your business faces a large number of inbound messages, your agents might not be able to reply to all of them. To free up their time, you can set up WhatsApp auto reply to instantly respond to lead inquiries.
As a result, agents are free to perform more important tasks like closing sales or following up with prospects.
3. Integrate Third-Party Software
WhatsApp API also allows for integration with third-party tools such as CRM systems, e-commerce platforms, and automation software. These integrations can facilitate follow-ups, view the status of a customer in a lifecycle and automate tasks like lead capture.
It fills in the gaps to make your sales and marketing efforts holistic, ensuring that no customer falls through the cracks.
4. Gain Enhanced Analytics and Insights
Track metrics like delivery rates, read rates and response times to provide a clear picture of customer engagement. These insights help optimize communication strategies, ensuring messages effectively reach and resonate with the target audience.
More importantly, it allows you to identify underperforming agents or weak processes to improve them. This leads to higher customer satisfaction, better retention rates, and an overall improvement in brand reputation.
5. Ensure Security and Compliance
When handling sensitive customer information, there’s no room for compromise. WhatsApp API is built with strict compliance and security standards, and end-to-end encryption is used on all messages. This ensures only the sender and recipient can read the content
Furthermore, WhatsApp complies with data privacy regulations such as GDPR, helping businesses meet legal requirements for customer data protection. By maintaining high-security standards, businesses using the WhatsApp API can assure customers that their information is safe, building trust and enhancing the brand’s reputation for secure communication.
With that said, let’s look at how you can get quick WhatsApp API access.
It is compulsory for businesses to have a Meta Business Portfolio (formerly known as Meta Business account) and a phone number that is not tied to any WhatsApp Account when applying for WhatsApp API.
You still need one more thing before you can set up a WhatsApp API account: a WhatsApp Business Solution Provider.
Choose a WhatsApp Business Solution Provider (BSP)
Once you have a phone number and a Meta Business Portfolio account, you need to choose a WhatsApp Business Solution Provider (BSP). It is a third-party company that helps you get access to WhatsApp API.
They are approved by WhatsApp and often provide solutions to enable businesses to send messages, manage customer interactions and integrate with other business tools. So, what do you need to know to pick one?
First, consider a BSP that integrates with WhatsApp Cloud API so that you can enjoy the latest WhatsApp API updates. You’ll also avoid expensive set-up, hosting and maintenance fees. Most importantly, choose a WhatsApp partner that doesn't apply markups on messaging.
Respond.io fits these criteria and is the perfect choice as a WhatsApp BSP. Other WhatsApp BSPs include Sleekflow, Wati and Trengo.
<call-out> Respond.io is also a badged Meta Business Partner, which means it is recognized by Meta for its expertise in business messaging. <call-out>
Next, let’s look at the steps to get a WhatsApp API account.
3 Easy Steps to Set Up WhatsApp API Account
Now, it’s time to set up a WhatsApp API account. We’ll show you how easy it is to set it up on respond.io.
Connect Your Facebook Account and WhatsApp API Account Start by linking your Facebook account to the WhatsApp API account.
Verify Your Number You'll need to verify your phone number via a phone call or text message.
Start Messaging Once verified, you can begin messaging and responding to customers using the WhatsApp API.
WhatsApp doesn’t allow businesses to message customers anytime to prevent spam. That is why customers must message a business first, and only then can a business start conversations with customers who have previously messaged them.
WhatsApp's Conversation-Based Pricing
This leads us to the two types of conversations allowed on the API: user-initiated conversations, also known as service conversations and business-initiated conversations.
Service Conversations: User-Initiated Conversations
Service conversations are initiated by customers. When they message you, a 24-hour customer service window will open for you to reply to them. Once the 24-hour window ends, you can no longer reply to customers unless they send you a new message, which will reopen the window.
Businesses can send any type of message during the 24-hour window, provided they abide by WhatsApp’s Business Messaging Policy. To message customers outside the 24-hour window, they must use message templates.
Business-Initiated Conversations
Message templates are pre-approved messages used to reopen the 24-hour customer service window or start a new conversation. After 24 hours from the contact’s last incoming message, this is the only way businesses can initiate conversations.
However, there are limits to how many business-initiated messages you can send. If you just created your WhatsApp API account, you’ll start with 250 business-initiated conversations in a rolling 24-hour period.
Once you’ve verified your business, it’ll increase to 1,000 and can eventually reach unlimited sending capacity.
WhatsApp API Price Structure
You must pay fees to use WhatsApp API. These fees depend on factors like the type of conversation (service- and business-initiated conversations), region, the volume of messages sent and markup on WhatsApp API fees. To get an idea of the fees you’ll need to pay, you can use this WhatsApp API pricing calculator.
To avoid additional costs on top of WhatsApp’s compulsory charges, choose your BSP wisely. Respond.io offers WhatsApp API without charging any markups or additional fees. Next, let’s look at the common uses of WhatsApp API.
5 Most Widely Used WhatsApp API Use Cases
The features that WhatsApp API offers to businesses open up a ton of possibilities. Its versatility allows companies to integrate WhatsApp into their core operations, enhancing everything from sales and marketing to customer support. Let’s look at the five most common WhatsApp API use cases.
Lead Generation and Sales Automation
If bulk messages isn’t for you, then consider WhatsApp API to generate leads and automating your sales processes. Gain more leads at the top of your funnel and then efficiently process them to ensure your agents talk to the most promising leads.
WhatsApp can be leveraged to generate leads through tools like chat widgets, click-to-chat ads, and QR codes. These entry points make it easy for potential customers to connect with businesses, starting a conversation that can be guided toward conversion.
You can also nurture leads efficiently to reduce no-shows and increase the number of converted leads. By using scheduled broadcasts, businesses can send appointment reminders and follow-ups to customers.
Marketing and Promotions
With a 98% message open rate, WhatsApp messages are an excellent way to market and promote your products. It’s almost certain that your messages will be seen and acted upon, making it a powerful tool for customer engagement and marketing campaigns.
Business can achieve this by using broadcast, a bulk messaging feature. They allows businesses to send targeted promotional messages to a wide audience, enabling them to reach customers effectively and efficiently. Messages can include rich media such as images, videos, and links, which enhance engagement and make the communication more dynamic and appealing.
<call-out> WhatsApp broadcast should be sent to customers who have opted-in to receive your marketing messages. Sending cold messages could get your account banned. <call-out>
Common use cases include announcing product launches, events, or running time-sensitive campaigns.
Customer Support and Service
WhatsApp API enables business to improve customer satisfaction by offering faster response times. 83% of customers expect to interact with someone immediately when they contact a company. Businesses can meet these expectations by leveraging WhatsApp API’s advanced capabilities like WhatsApp Business Calling API.
With features such as message templates, automation, and even AI integration, businesses can streamline processes and handle customer inquiries with greater efficiency.
Surveys, Feedback, and Customer Insights
Lastly, you can use WhatsApp API to collect customer feedback to drive continuous business improvement. The feedback collected can be analyzed to uncover actionable insights, helping businesses identify areas for improvement and align their offerings with customer expectations. This proactive approach fosters customer satisfaction and loyalty while supporting long-term growth.
Businesses can collect feedback through surveys sent post-purchase or after customer support interactions.
Still not convinced? Then read how WhatsApp API enabled businesses of various industries to find success.
How to Integrate WhatsApp API with Your CRM
Integrating the WhatsApp Business API with your CRM can supercharge customer engagement by enabling businesses to leverage WhatsApp’s direct communication channel alongside robust CRM capabilities. This integration simplifies communication, improves customer relationship management, and enhances the overall experience for both customers and businesses.
Benefits of CRM Integration for Customer Engagement
With a CRM integrated into WhatsApp API, you stand to gain these benefits:
3 Steps to Connect WhatsApp API with CRM Platforms
Integrating WhatsApp API with platforms like respond.io is straightforward. Here’s how to get started:
Step 1: Obtain WhatsApp API Access
It’s essential to have a WhatsApp API account as it is not possible to integrate WhatsApp Business App with a CRM. Learn how to create WhatsApp Business API account with respond.io.
Step 2: Choose 1 of these 3 methods to integrate.
Use a Make account to integrate nearly any CRM with WhatsApp on respond.io.
Use a Zapier account to create Zaps to sync your CRM with WhatsApp on respond.io.
Using your chosen integration method, configure the data you want to sync. This ensures seamless information exchange between your CRM and respond.io, allowing you to message customers on WhatsApp without switching platforms.
Tips for Optimizing Integration
To make the most of your integration and ensure smooth implementation, here are a few best practices.
1. Collect Email and Phone Number
For most CRMs, every lead or customer must have a unique identifier, like their email address or phone number. Luckily, when a lead contacts you on WhatsApp, you get their phone number automatically. If you need an email address as well, set up an automation to ask for it. Then, sync these important details in your respond.io contact list and your CRM.
2. Merge Contacts to Avoid Duplicates
Often, a lead may contact you on a different channel other than WhatsApp, e.g., web chat, Facebook Messenger, and you’ll want quickly identify this. Respond.io recognizes duplicates automatically if you get contacts with the same email or phone number and you’ll be prompted to merge. When you integrate with a CRM, you can reflect these updates in your CRM as well.
3. Segment Customers for WhatsApp Broadcasts
Sending information from your CRM to WhatsApp helps you identify target audiences for WhatsApp bulk messages. CRMs are often used to segment audiences for emails, but by integrating with WhatsApp, you can get valuable segmentation details to group contacts for broadcasts.
Next, let’s look at the challenges and solutions in using WhatsApp API.
Challenges and Solutions in Using WhatsApp API
While WhatsApp API integration offers immense value, it also comes with certain challenges. Addressing these proactively can help you make the most of this powerful tool.
Overcoming High Costs and Message Limits
WhatsApp API charges based on conversation tiers, which can quickly add up if not managed well. Here are some strategies to manage costs:
Leverage service conversations: They are a free, 24-hour messaging window where businesses can message customers without being charged.
Keep messages relevant: Ensure that your messages are targeted to a specific audience so that your messages are always relevant to them.
Analyze usage patterns: Track how many messages are sent to identify patterns and areas where costs are increasing.
Compliance and Policy Adherence
Maintaining compliance with WhatsApp’s policies is crucial to avoid your account being suspended or banned. Here’s how to ensure adherence:
Understand WhatsApp’s Guidelines: Familiarize yourself with WhatsApp’s business policies, including acceptable message types and template usage.
Always ensure opt-ins: If you are sending broadcasts, ensure that you only send it to leads that have opted in to your messages.
Monitor Quality Ratings: WhatsApp evaluates message quality based on user feedback. If you find that your quality rating drops, change the copy in your messages to improve their quality.
Stay Updated:WhatsApp’s Policies and Terms of Service change from time to time. Regularly check for updates from WhatsApp and adjust your practices accordingly to avoid infringing on them.
Now that you’ve equipped yourself with everything that you need to know about WhatsApp API, let’s look at the businesses that won big with it.
WhatsApp API Success Stories: Big Wins for Businesses
Using WhatsApp API has tangible benefits for businesses, allowing them to achieve their business goals from increasing conversion rates to improving customer satisfaction.
Find out how these businesses achieved their business goals through WhatsApp API.
Qobolak
Qobolak, an education placement company, leveraged the WhatsApp Business API via respond.io to streamline communication and boost student lead conversions.
A key factor in their success was the use of WhatsApp broadcasts to promote events and updates to a wide audience effectively. Over eight months, Qobolak achieved a remarkable 95% increase in lead conversions.
800 Storage
800 Storage, a Dubai-based self-storage company, enhanced its customer engagement and operational efficiency by using WhatsApp API . This integration enabled multi-user access, allowing sales and support teams to manage a high volume of inquiries effectively.
By implementing automated conversation routing and assignment, 800 Storage ensured that customer messages were directed to the appropriate teams promptly, increasing conversions by 30%.
Lamarsa Coffee
Lamarsa Coffee, a leading coffee equipment retailer in Malaysia, significantly enhanced its sales and customer engagement. This integration enabled multi-user access, allowing multiple agents to handle sales conversations simultaneously, thereby improving response times.
It also implemented automated routing to directed customer inquiries to the appropriate teams based on the nature of the request, reducing manual handling and accelerating response times.
Additionally, the company utilized segmentation tools to send targeted bulk messages about promotions and updates, effectively nurturing leads throughout the sales cycle. These strategic initiatives led to a 50% increase in sales across six countries within a year.
It has also developed a conversation-led growth framework to help businesses maximize business results through conversations. Below are some key highlights of how you can use WhatsApp API with respond.io:
There are multiple partners in the market, and the count keeps going up. To avoid incurring unnecessary costs, we suggest you work with a BSP that doesn’t add markups per message sent or received. Also, avoid BSPs with account setup or maintenance fees.
Is it hard to get a WhatsApp API account?
Fortunately, it is getting easier and easier. Applying for an account through respond.io only takes a few minutes. If you face any blockers, our support team is here to help.
How many agents can share a WhatsApp API account?
This depends on your BSP’s plan. If you are a respond.io user, you can choose between four types of plans and pay only for what you need.
Can I use chatbots with WhatsApp API?
Indeed! Respond.io users can access Respond AI, which consists of an AI chatbot builder, AI Assist and AI prompts, which are a set of tools to help agents reply promptly, professionally and accurately.
Further Reading
We hope you found this ultimate guide useful. Check out these articles if you want to learn more about business messaging.
Serene Tan is the Head of Content at respond.io. Before joining the team in 2020, she was an ex-teacher with stints in Australia, Singapore and Japan. Serene is also an MBA graduate from the University of Wales Trinity St David and a certified social media marketer. With her profound understanding of the business messaging landscape, she educates companies on accelerating growth and driving results via customer conversations.
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