Version:

1.0
Updated: 08 20 21

Getting started Why consider WhatsApp for

customer engagement
with the WhatsApp The WhatsApp Business API is a customer engagement force multiplier.

Business API
Offering a branded and engaging experience, it’s among the fastest
growing applications for business messaging. Getting started with any
new channel can be daunting, but with this guide, you’ll have nearly
everything you need to get started building more engaging customer
experiences.

A new way to engage with customers

While you’ve likely used the consumer WhatsApp app, you may be
less familiar with the role that the WhatsApp Business API plays
for businesses globally. With more than 2 billion monthly users—
that’s nearly half of all global smartphone users—WhatsApp is a
conversational messaging channel with global reach. While WhatsApp
can be used to complement an SMS use case, there are a few features
that set it apart from other business messaging channels: it’s internet-
based for higher deliverability, branded, and highly interactive.

Reliable message delivery

One of the greatest challenges of reaching an international audience can

be navigating the complex matrix of carriers and telecommunications
providers. Since WhatsApp relies on the internet for connectivity, rather
than the global carrier ecosystem, businesses often see much higher
message deliverability—especially in international markets.
Getting started with the WhatsApp Business API 08 20 21 2

As an added benefit, WhatsApp offers more granular

message statuses than SMS, such as read status. This
means you’re not just limited to a status confirming the
recipient network or the handset but also if it has been
read by the end-user. This level of detail allows businesses
to build more detailed reporting and analytics, and build
fallback workflows for critical information.

Branded profiles to promote trust

Consumer studies show that when users are able to

message with businesses, more than 70 percent of
respondents feel more confident about a brand. With
Business Profiles, WhatsApp takes that a step further by
extending a business’ brand to highly valuable real estate:
the phone lockscreen. Business Profiles include your logo, a
website, and description, allowing businesses to customize
the experience their customers have — much like they
would on a website or mobile app. Plus, there’s no app to
download or develop.

Once a WhatsApp Business Account application is

approved, businesses can begin to interact with consumers.
Only approved accounts feature a logo and profile
information, so consumers can trust the identity of the
business.
Getting started with the WhatsApp Business API
Certain brands may also be eligible for an additional level of verification
as an Official Business Account, which results in a green checkmark
appearing in the profile and on chat messages. This symbol means
WhatsApp has verified that an authentic, notable brand owns this
account. While very few businesses—fewer than 10%—will receive
official business account status, every approved profile has the benefit
of their brand appearing with each message.
Text-based, rich interactions
We know that consumers are turning to messaging as a preferred
communication channel. Overwhelmed by as many as 63.5 notifications
per day, they’re muting notifications from non-essential mobile apps
that serve a singular function or aid a one-off transaction. As a result,
only 12 percent of consumers prefer a company’s mobile app for
receiving communications from a business. These shifts in technology
and preferences are driving consumers to seek out more secure,
authentic communications.
WhatsApp bridges the gap between a branded experience offered by a
mobile application, and the ubiquity of a messaging app. For businesses,
this becomes an opportunity to streamline existing processes, provide
asynchronous customer care and support, and offer a greater degree of
interactivity than SMS alone.
Additionally, features like Click-to-WhatsApp ads on Facebook, quick
URLs, and QR codes can provide a direct, contextual entry point to
communicate with your business. Although WhatsApp, like SMS, relies
on a phone number, the actual connectivity is through the internet,
enabling rich interactions between businesses and customers anywhere
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in the world.1 For this reason, many in the business text messaging
industry are working to make the common text message more similar to
this connected experience provided by OTT channels like WhatsApp.
Conversational and highly interactive
Aggregate usage data shows messages sent over the WhatsApp
Business API are 5-10x more likely to result in a response than SMS.
While the world of business text messaging is only starting to embrace
bidirectional workflows, or more conversational use cases, WhatsApp
is conversational at its core. As an added benefit, WhatsApp allows
businesses to see information about a user, such as a profile name,
allowing you to respond in a more personalized manner. This level of
personalization helps businesses to build a relationship, contextualize
conversations and ultimately drive engagement.
WhatsApp features like multimedia support, quick actions, and buttons
can guide users through your screening or routing process, without the
need to repeat information, or parse natural language. Providing users
with a set of choices makes it easier to create logic-driven workflows
and help customers resolve issues in less time.
With new, highly-interactive features, businesses can simplify common
processes and consumers are left with a business messaging experience
that more closely resembles their day-to-day interactions with friends.
1. There are some geographic limitations for WhatsApp today, including sanctioned
countries and countries where access is limited by governments.
Getting started with the WhatsApp Business API 08 20 21 4

Prioritizing your channel strategy

The benefits of a branded and interactive
channel are simple, but sometimes getting
like WhatsApp or Facebook Messenger, it’s
best to start with the geography of your You’ll want to
started can be anything but. When deciding
how to launch WhatsApp as a new channel
consumer audience. When thinking holistically
about all messaging channels you intend
carefully consider
for your business, it’s helpful to think about
geography, use cases, and your overall
to offer, it might be best to start with a use
case. Either way, you’ll want to carefully
the who, what, and
business objectives. For rich messaging
channels that involve an application download,
consider the who, what, and the why to ensure
maximum impact.
the why to ensure
maximum impact.

Business Goals Geography

Where will you see the Who are your consumers?
greatest improvements What are their preferences
in CSAT/efficiency? Expanding to and needs?
new customer
engagement
channels

Use Cases
What content will you be sending?
What features would improve
the customer experience?
Getting started with the WhatsApp Business API 08 20 21 5

Start with geography WhatsApp Priority

(based on approximate device penetration) Countries / regions
First, it’s important to ensure that WhatsApp
Critical, preferred
is already adopted by consumers in your target Tier 1 Brazil
means of communication (not SMS)
region. WhatsApp has broad appeal, globally
— and that appeal is only growing. App Annie’s Mexico and rest of Latin America
2021 State of Mobile report found the overall Primary means of communication; Middle East (esp. Saudi Arabia and
Tier 2
time spent by consumers in Social Apps, which SMS is the alternative United Arab Emirates)
includes messaging apps like WhatsApp and Africa
Facebook Messenger, and social media apps,
increased 325%. India
Southeast Asia (esp. Indonesia,
Highly relevant channel,
Geography isn’t just about where your Malaysia, Singapore) & Hong Kong
Tier 3 but shares engagement with
company is based, but where your customers SMS/other channels Western Europe (esp. Germany,
are, and what any expansion goals might Italy, Portugal, Spain, France, United
be. If you’re looking to establish or build a Kingdom)
footprint in a country where WhatsApp is a
Secondary/tertiary means of USA, Canada, Eastern Europe,
dominant consumer channel, many consumers Tier 4
communication Central Asia, Vietnam
will expect to be able to message with your
business over WhatsApp. Tier 5 Not relevant China, Japan

Lastly, while consumer preferences are always
a great indication of how a new channel will
be received, there are also cost considerations
that might drive your business decision.
In some regions, for instance, WhatsApp
messages are less expensive than market
SMS rates.
Smartphone penetration is growing rapidly. According to GSMA, more than half of the world’s
population has mobile internet access. Unlike other next-generation messaging channels,
WhatsApp supports iOS and Android devices as the reachable audience only continues to grow.
Ultimately, adding a new channel is about ensuring that consumer preferences will support
adoption, so starting with WhatsApp strongholds is a great way to improve customer satisfaction
and business outcomes.
Getting started with the WhatsApp Business API 03 10 21 6

Identify use cases

With consumer preferences covered, it’s a good idea to

focus on the job to be done, or the use case. Identifying new
use cases can start with consumer requests, or operational
inefficiencies that a trusted, highly-engaging channel can
help to address. Common consumer requests include:

• Self-service for common inquiries without the need

to call or visit a physical location (i.e., balance or
transaction information)
• A method of getting support that doesn’t involve waiting
on hold or waiting for a reply to a webform
• Proactive notifications about an order or account.

WhatsApp is well-suited for each of these common use

cases — and, as an added benefit, employees are able to
spend more of their time focusing on critical needs. A Twilio
consumer study found more than 70 percent of consumers
who used messaging apps to speak with a business said
they were ‘satisfied’ or ‘very satisfied’ with the experience.
When it comes to self-service tools, nearly half of
respondents from the same study said they’d be likely to
offer self service tools, if offered. Simple logic flows or more
complex bot integrations make WhatsApp a great channel
both for first-line interactions, and for allowing an agent or
employee to engage in a secure, archivable way.
Getting started with the WhatsApp Business API
For each use case, there are key metrics and features you’ll want to consider for a successful implementation. Here’s an example of
how you might approach solving for common customer needs with the WhatsApp Business API:
MOST COMMON USE CASES
Common
customer needs
I need help with...
Conversational care
WhatsApp-based
conversations, typically
Use case
between two or more
humans for sales and
support
Impact metric Resolution time
Employee efficiency
Messaging-based support
is something customers are
asking for—and it allows
employees to field multiple
inquiries at once, rather
than one-at-a-time
Natural user flow
QR codes or quick URLs
How the WhatsApp
allow consumers to quickly
Business API helps
launch a WhatsApp
Business Profile and
resolve an issue
Simplified routing and
resolution
With Quick Reply Buttons,
users can tap to respond,
allowing businesses to
quickly triage issues
Where can I find..?
Self-service
WhatsApp-based
interactions using a logic-
driven workflow or an
intelligent assistant
Call containment
Quick replies and
integrations
WhatsApp drives
more interactions with
each message. Using a
logic-driven menu with
set options, or a bot
integration helps guide the
consumer
Consumer profile
The end-user’s profile
name and phone number
are returned with inbound
messages, creating a
more complete view of
the customer and allowing
brands to personalize
support
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EMERGING USE CASES
What’s the status of..? I’m interested in... Secure logins
Notifications Marketing and promotions User Verifications (OTP)
Interactive notifications, Conversational marketing One-time passcodes
including appointment and pre-sales integrated delivered over WhatsApp
reminders, order with Instagram and to authenticate login or
notifications, and account Facebook ads sign-up
updates
CSAT Lifetime value (LTV) Conversion rate
High deliverability Integrated advertising Reduced fraud risk
For emerging markets, Click-to-WhatsApp ads WhatsApp is a modern,
WhatsApp messages can drive conversations with app-based route that is not
have higher deliverability businesses from Facebook susceptible to expensive
as they bypass the complex or Instagram toll fraud attacks that take
telco ecosystem advantage of global telco
Interactive campaigns
networks
High engagement Using bots or interactive
Read receipts allow templates, businesses Improved deliverability
businesses to ensure can drive conversational WhatsApp one-time
a message is received, and interactive marketing passcodes expand reach
and features like buttons campaigns without using both wifi and cellular
allow for simple two-way requiring consumers to connections to deliver
interactions download a new app passcodes
Business profile
Brand logo and profile
helps convey trust and
extends the business
identity to every
interaction
Getting started with the WhatsApp Business API
Expanding your customer engagement strategy
Adding new channels to your customer engagement strategy does
not need to be an all-or-nothing endeavor. In fact, many businesses
starting with a new channel will deploy their use case in select regions
to better understand performance, and deploy more globally over
time. WhatsApp can both augment an existing use case — simplifying
the interactions for both consumers and employees — or support an
entirely new business process.
Messaging, more broadly, has the potential to streamline intensive
business processes, like onboarding, user vetting, support interactions,
and more. Combining reach, trust, and high engagement, WhatsApp can
provide a better customer experience and improve business efficiency.
As businesses have seen the power of the WhatsApp Business API, use
cases have become more novel and advanced. When designing your
launch plan, consider including enhancements, such as the following:
• QR codes for an easy entry point to a customer conversation
• Quick Reply and Call-to-Action buttons to encourage message
engagement
• Message templates that simplify outreach from businesses to
consumers.
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What to know before you get started
Now that you’ve considered a framework for launching WhatsApp, you’ll
want to consider certain channel-specific features and requirements.
Register your brand
To create a trusted relationship with consumers, WhatsApp requires all
businesses to go through a registration process to enable WhatsApp
on a phone number. Business Service Providers (BSP), like Twilio, help
businesses navigate this process and help to ensure compliance with
the WhatsApp Commerce Policy and the WhatsApp Business Policy.
Certain verticals, or types of businesses are not permitted to use the
WhatsApp Business API, at this time, so it’s best to become familiar with
the WhatsApp Commerce Policy.
Gather opt-ins
Much like other digital channels, businesses must ensure messages are
wanted by consumers. Respecting opt-ins and opt-outs is the best way
to preserve consumer trusts in a channel — and that extends to using
WhatsApp, as well. In addition to eroding consumer trust in the channel,
not gathering opt-ins is both against WhatsApp and BSP policies, and
can result in an account’s message throughput being limited. Like SMS,
the opt-in process should make clear to consumers who is sending
the messages and what types of messages consumers are opting into.
Businesses can easily incorporate opt-in by having a consumer enter a
Getting started with the WhatsApp Business API
phone number on a web form, checking a box
to indicate consent, or giving consent during a
customer care conversation.
Consider templates
There are two types of message types: session
messages and template messages. A “session”
is a 24-hour window of interactions between
businesses (or bots) and consumers. For as
long as the consumer continues to engage, the
session extends — until 24 hours after the last
interaction by the consumer. Messages sent
during this 24-hour session are considered
session messages and can be free-form.
Messages sent outside of the 24-hour session
must use a template. For businesses to initiate
a conversation with users who haven’t sent
them a message in the last 24 hours, they
must start with a template message.
Templates are messages with content that
WhatsApp must approve before it can be
used. Templates can contain rich content and
commonly include personalization fields, so
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they are great ways to convey information to
consumers, like appointment reminders, order
statuses, or account notifications, or to initiate
a longer conversation with a consumer.
Warm-up your sender(s)
As noted earlier, WhatsApp is a conversational
messaging channel. If your users are starting
the conversation, your senders will have
no messaging limits. However, when it
comes to sending notifications, or initiating
conversations with a template message,
WhatsApp requires businesses to “warm up”
senders (numbers). This warm-up period
involves proving that messages being sent
are wanted by consumers. Over time, as your
Quality Rating improves, the limit on outbound
message recipients increases. Twilio has
worked with the largest global enterprises to
quickly and easily achieve scale, and we can
help expedite the warm-up period.
Getting started with the WhatsApp Business API 08 20 21 10

More than 2.2B WhatsApp users are at

Change log

08 20 20 Initial release

your fingertips, with Twilio

WhatsApp can open up new possibilities for how you engage with your
customers — but it can also be challenging to navigate the nuances
of such a promising channel. It’s important to partner with a BSP with
the knowledge and expertise to help launch your messaging-based
engagement strategy.

Twilio provides dedicated onboarding support, reliable use case APIs,

and tools to drive your customer engagement strategy, with WhatsApp,
email, SMS, video, and more. With the Twilio Platform, a WhatsApp
Business Account can be integrated with Twilio Studio for logic-based
flows or self-service menus, the Programmable Messaging API for high-
volume notifications, or Twilio Flex and Twilio Frontline for customer-
care and sales conversations.

If you’re ready to explore WhatsApp, get in touch.

Millions of software developers use Twilio’s platform

and communication APIs to help businesses build more
meaningful relationships with their customers.