“The rate of change is not going to slow down anytime soon. If anything, competition in most industries will probably speed up even more in the next few decades.” — John P. Kotter
If there is one thing we can be sure of, it’s that things will change! Marketing—digital marketing in particular—is one of the fastest-changing and evolving fields in business. Keeping up with new tools and opportunities is essential for any business that wants to remain competitive in an ever-changing marketplace.
WhatsApp is the most widely used messaging app with the highest number of active users worldwide. With this massive user base and popularity, it’s a great way for businesses to reach out to their customers.
Introduced in 2018, WhatsApp Business offered an even more effective business companion. WhatsApp also launched a Cloud API in April 2022, which simplifies the integration process with the WhatsApp Business Platform.
You’re probably already familiar with using WhatsApp Business to communicate with your customers. WhatsApp Business API is generally an enhancement of what you’re already using. What is the difference between the two and how can both of them help you reach and communicate with more people?
Let’s compare the features and benefits.
TARGET AUDIENCE:
Small businesses are the main target audience for WhatsApp Business. It allows you to automate, organise and promptly reply to messages easily.
The WhatsApp API is intended for medium-sized and larger businesses that require large-scale communication with a wider client base. It incorporates WhatsApp messaging features into business applications.
PLATFORM:
WhatsApp Business is a mobile app available on Android and iOS.
WhatsApp API is an API that integrates with existing business systems, requiring development and technical setup.
FEATURES:
WhatsApp Business:
- Creating a business profile with essential information like address, business description, email and website.
- Using automated greeting messages, quick replies, and away messages.
- Organising and managing chats and contacts with labels.
- Showcasing products and services in a catalogue within the app.
WhatsApp API:
- Handling large volumes of messages, suitable for bigger enterprises.
- Integrating with CRM systems, customer support platforms, and other business applications.
- Implementing chatbots and automated workflows to manage customer interactions efficiently.
- Receiving real-time notifications for incoming messages and status updates.
SCALABILITY:
WhatsApp Business is suitable for handling individual or small group interactions.
WhatsApp API is designed to manage large volumes of customer interactions efficiently.
COST:
WhatsApp Business is free to use and has no setup cost.
WhatsApp API typically involves setup, maintenance, and usage costs, often managed through WhatsApp Business Solution Providers (BSPs).
So, businesses can communicate with their customers on WhatsApp, using both WhatsApp Business and WhatsApp API, but their functions and scalability are distinct. Businesses can improve their customer communication strategy by choosing the best tool and being aware of the distinctions between these two alternatives.
Apart from those already mentioned, let’s look at their advantages and disadvantages:
WHATSAPP BUSINESS:
ADVANTAGES:
- Easy to set up and accessible to businesses of any size – no additional technical expertise needed
- Better customer engagement and higher response rate than traditional channels
- Improved customer support
- Increased security and encryption options
- Enhanced accessibility and convenience – two devices can be used simultaneously
DISADVANTAGES:
- Limited customisation options
- No personalised broadcast messages
- Only 5000 messages can be sent per month
- No integration with other applications
- Only one automated message allowed – difficulty in responding to customer messages on holidays and after-hours
- Unverified accounts don’t receive the automatic green checkmark like API accounts
- Only a few products can be displayed in the catalogue
- Only two devices can be used – smartphones and computers or laptops
- The automation function is basic – no chatbots or complex message logic
WHATSAPP API:
ADVANTAGES:
- Integration with various applications for incoming messages – social media and CRM applications
- Omnichannel dashboard – incoming messages are automatically distributed to customer service agents
- Unlimited message sending that can be automated and scheduled.
- Personalised customer message templates
- 24/7 auto-reply feature
- Automatically verified account and access
- Chatbots for prompt responses, scheduling appointments and monitoring orders
- End-to-end encryption
DISADVANTAGES:
- Restricted access and approval for smaller businesses without a registered WhatsApp BSP
- Restrictions from fully accessing the function of group chats – only able to respond
- Communication is only allowed for those who have opted-in
- Initial message limit of 1000
- Pre-approved templates for all bulk messaging
- Relevant, extensive metrics are only available with a WhatsApp BSP partner
CONCLUSION:
It’s clear that WhatsApp for Business is easy to use and helpful, and WhatsApp API offers additional features for bigger businesses. With enhanced client interaction and assistance, scalability, and compatibility with current systems, the API offers a strong option.
By using WhatsApp Business and the API, businesses can provide safe, effective, and customised communication, which will eventually improve consumer satisfaction and brand awareness.
Some disadvantages exist, but there are so many advantages that it will likely revolutionise customer service over the next half-decade. Understanding each platform is crucial for maximising its potential.
Written by Nana, our WordWhizz
