You’re likely familiar with the WhatsApp messaging app, but did you know it has a business version? WhatsApp Business makes customer interaction easier for small businesses, featuring tools that help you automate, sort, and respond to messages quickly.
In this blog, we explain WhatsApp Business, how it works, and the pros and cons to help you decide if it’s the right choice for your business.
What is WhatsApp Business?
WhatsApp Business helps companies communicate with their customers. It works exactly the same as WhatsApp Messenger. Still, it has several distinct features specifically designed for small businesses and entrepreneurs, to make customer interaction easier and more efficient.
For example, you can set up automated messages and create a business profile, which you can’t do on the personal version of WhatsApp. These unique tools help streamline your internal process and improve the user experience, making it easier for people to contact you and resolve their issues.
Your customers don’t need to do anything for you to use WhatsApp Business. They simply continue using their personal WhatsApp messenger. However, you must download the free WhatsApp Business app separately and create your professional account.
Key features
Here’s what your business can do with the WhatsApp Business:
1. Business profile
Create a virtual storefront with all the information your customers need to know about your business, such as your opening hours, address, and website address.
To start using WhatsApp Business, you only need your business name, category, and profile image (your logo). However, we recommend populating as much of your profile as possible, to ensure that your customers can identify your company, see all your key information, and contact you confidently.
2. Greeting message
You can set an automated greeting response for customers to receive as soon as they message you. For example, your message could be: “Hi there, thanks for getting in touch. How can I help you today?” Your greeting message is fully customisable, so you can adapt it to your liking and the brand’s tone of voice.
During an ongoing chat, another automatic message is triggered after 14 days of inactivity. That way, you can ensure that no query is left unresolved and that your customers are well taken care of.
3. Away messages
When you run a small business, chances are that sometimes you’ll be away from your phone. Maybe you’ve got a meeting to attend, you’re visiting a client, or it’s after hours.
With the ‘away message’ function on WhatsApp Business, you can set a tailored automatic response, letting customers know that you’re temporarily available and when you’ll be back. That way, you can boost customer satisfaction by delivering 24/7 assistance.
4. Quick replies
Quick replies are similar to FAQs. If there are certain common questions that you tend to receive, you can create a shortcut for those messages in WhatsApp Business. The app allows up to 50 quick replies, and they can include photos and videos.
You can create your own quick replies, or let the app generate them automatically based on the information in your business profile.
5. Labels
Organise your WhatsApp Business messages with labels. You can coordinate them by colour or name, for example, and add the corresponding messages to each label, making it easier to track your conversations.
6. In-app shopping
If you sell products, you can advertise them on your WhatsApp Business profile. Users can then chat and shop with you, all within the app, creating a seamless user journey.
7. Targeted ads
WhatsApp, Instagram, and Facebook are all owned by the same company – Meta. This allows you to create Instagram and Facebook ads with a call-to-action (CTA) button that takes users to your WhatsApp Business page.
This way, you can create an omnichannel advertising campaign, expand your audience reach, and make it easier than ever for your customers to interact with your brand.
8. Analytics
WhatsApp Business analytics will tell you what’s working and what isn’t. For example, if you’ve set up an automatic greeting message, but notice that people aren’t responding to it, maybe it needs rewording, or maybe you need to include a question to prompt an action.
Use this reporting feature to adapt your campaigns and take your small business from strength to strength.
How much does WhatsApp Business cost?
The WhatsApp Business app itself is free to download. You also get 1,000 free conversations every month for free. After that, the app operates on conversation-based pricing.
This means that you are charged based on the category of conversation you initiate with a customer. The categories are:
- Marketing: Conversations relating to your business, products, or services, including offers and promotions.
- Utility: These chats are specifically about a customer’s transaction, including post-purchase notifications and billing.
- Authentication: These messages contain a user’s one-time passcode for authentication purposes.
- Service: These conversations are initiated by customers when they have a general query about your business and products/services.
Charge rates for these messages vary by country and currency. In the UK, for example, it’d cost you £0.028 for one 24-hour marketing conversation (not per individual message). Note that these costs only apply when you contact a customer first.
If a customer contacts you after your monthly allowance, the conversation remains free, as long as you respond and resolve the issue within 24 hours. Visit the WhatsApp Business website for more pricing information.
Pros and cons of WhatsApp Business
WhatsApp Business offers plenty of benefits. Considering its extensive capabilities and low costs, it’s ideal for small businesses looking to improve their customer service operations and increase engagement. However, there are some drawbacks to consider, too:
1. Pros
Here’s why we think it’s useful for small companies:
- Time-saving: With automated messages, you save lots of precious time, which is a scarce resource for entrepreneurs.
- Efficient: Improve efficiency by organising your messages with the label function.
- Affordable: WhatsApp Business is mainly free. It’s free to download and get started, and up to 1,000 free conversations a month is plenty for a small business. So, it’s unlikely that you’ll incur any additional charges.
- Build consumer relationships: As a small business, your potential and existing customers are likely to be your top priority. WhatsApp Business is a great way to engage and retain your target audience with a rich messaging experience.
- Reach customers where they already are: According to Ofcom data, 76% of UK adults use WhatsApp. For most of them, it is also their main online communication service. Using WhatsApp Business, you can easily reach your shoppers where they already are.
- Instant engagement: Speak directly with your consumers from your phone, whether you’re at your desk or on the move.
- Impeccable service: WhatsApp Business allows your business to operate 24/7, even after you’ve clocked out for the day. Impress your audience by offering them a way to get in touch anytime.
- Process payments: The app has integrated payment capabilities, so users can purchase your products directly through it. You can also use it to process their payments, allowing for a quick and easy sales process.
- Secure messaging: WhatsApp conversations are end-to-end encrypted, keeping them private. This gives your customers peace of mind when sharing their information with you.
2. Cons
Despite its impressive offering, there are a few disadvantages to think about, such as:
- Limited access: WhatsApp Business is limited to one device per business account. If you have a team of two or three people, it is tricky for everyone to access it.
- Possible messaging congestion: While WhatsApp Business makes your company more accessible, it could also mean you receive more messages than your small business can handle, leaving a potential backlog or unanswered queries.
- You need internet access: The app can only be used with an internet connection. So, if you’re underground, in a disconnected area, or experiencing connectivity issues, you won’t be able to receive or send messages.
Conclusion
The pros certainly outweigh the cons. However, if you’re unsure if WhatsApp Business is right for you, remember that it’s free to download and use (up to the monthly conversation limit).
So, if you’re shopping around for free customer service solutions that can help your small business grow, why not give it a test run? You can see what you like and dislike, and if it’s a functional option for your company and business needs.
We hope you found this article about WhatsApp Business, and how it could benefit your small business, insightful. Please leave any questions or comments you have below.
