A Comprehensive Guide on

Learn how to use WhatsApp Business API to grow your

business, support customers in the most efficient way
possible and provide the best customer experiences.

2
 02 Introduction
03 Optimise Customer Support with WhatsApp
05 WhatsApp Business vs WhatsApp Business API
12 WhatsApp Business API for a Business
14 WhatsApp Business API for Customers
16 Inbound and Outbound Support
19 What are WhatsApp Templates?
26 What is WhatsApp’s Business Opt-in?
Table of Contents 29 Improve Customer’s Experience
32 Improve Agent’s Performance
35 Grow Your Audience on WhatsApp
37 WhatsApp Marketing Strategies
40 Get Started with WhatsApp Business API
41 WhatsApp Business’ Privacy Policy
48 Case Study: Lido Learning on WhatsApp Support
52 How Verloop.io Plays a Role
Introduction

When we talk about instant messaging apps, the first

product that comes to mind is WhatsApp. With over 2
billion users worldwide, WhatsApp is the most popular
chat platform available to us.

WhatsApp Chatbots have successfully revolutionised the

idea of conversational platforms. Customers no longer
need to leave the platform to communicate with a
company. Messaging is easier, more casual and most
importantly, non-intrusive.

From a business perspective, WhatsApp is an essential part

of the customer journey. On average, a user opens their
WhatsApp app 23-25 times a day. This unlocks myriad
opportunities to communicate with customers.

02
Optimise Customer Support with WhatsApp

WhatsApp Chatbots enable businesses to have an

online presence on WhatsApp and seamlessly
communicate with customers, solve their problems, and
help the business blossom.

WhatsApp Business API provides you with a customer

touchpoint on a channel your customers prefer.
Meeting customer expectations increases customer
satisfaction and improves retention rates for your
business.

WhatsApp Business API is your one-stop shop for the

above demands. Your business can exceed customer
expectations and provide a great customer experience.

03
 of customers expect brands to respond in less than 24
hours of the first contact.

of customers consider customer service as important as

the product or service they are purchasing from the brand.

Talking about customer

expectations, WhatsApp
of customers prefer using self-service for simple queries.
Business API can help you with
some essential customer asks:

of customers favour humans on the other side of chat

when things get complex.

of consumers say they are more likely to shop with

brands that provide offers and relevant
recommendations

04
WhatsApp Business vs WhatsApp Business API

WhatsApp provides two options to businesses:

WhatsApp Business and WhatsApp Business API.

Let’s look at what they are and how they are

different.

05

WhatsApp Business
WhatsApp Business is a
free-to-download account that
helps small businesses connect with
their customers. With this account, a
small company can showcase its
products and services through a
catalogue and answer customer
questions throughout their shopping
experience.
Name
Your official brand name Verification
Get verified to show you are
the authentic brand and this
is your official account
Logo
Recommended verloop.io
640x640, <5MB
Messages to this chat and calls are now
Encryption
secured with end to end encryption. verloop
may use another company to store, read,
WhatsApp has secured
and respond to your messages and calls.
Tap for more info.
the messages with
This chat is with the official business
end-to-end encryption
Alert account of verloop. Tap for more info.
WhatsApp lets the users Hi Neil, your code is 689532.
know they are engaging -Team Verloop.io 14:53
Messages Templates
with a business account Initiate conversations with
Thanks. Can you resend me the link
for the business center login, pre-approved message
please?
14:54 templates
Sure - you can log in from
https://app.verloop.io/
Share Media
14:54
Can you also provide me some
You can send different more details on WhatsApp
types of media: Business API?
14:55
Image- JPG, JPEG, PNG
Audio- AAC, MP4, AMR, A Comprehensive Guide on
MPEG, OGG, OPUS
Video- MP4, 3GPP
Learn how to use WhatsApp Business API to grow your
business, support customers in the most efficient way
possible and provide the best customer experiences.
Document- Any valid
MIME-type
06
Through the WhatsApp Business App, in addition
to selling and customer support, your company
can generate leads, deliver important
notifications and collect feedback from
customers. You can also set up “away messages”
to let your customers know that you aren’t online
and will get back to them shortly.

However, there are a few shortcomings, which is

why we have WhatsApp Business APIs.

07
WhatsApp Business API
There are three kinds of campaigns a company can run
on WhatsApp Business API:
WhatsApp Business API lets medium
and large businesses communicate
Outbound campaigns – When a company sends a
with their customers globally. Given
message to a customer in the form of notifications,
these business types have a bigger
reminders or payment confirmations.
customer base, it’s impossible to
Inbound campaigns – When a customer reaches out to
answer and communicate with all of
the company. This could be in the form of feedback or a
them manually. WhatsApp Business
query.
API allows you to automate your
Outbound + Inbound campaigns – When the company
conversations and send bulk
sends a template to the customer and the customer
notifications.
acknowledges it by replying or asking a query.

08
 Outbound Inbound
Campaigns Campaigns
Giganti Sports Siara Fashion
Hi, your OTP for Hi, I’d like to return my
registration is 2347 and shoes. They don’t fit
your verification number me well.
is 10801336. Please do not
share it with anyone.
Hi Julia, thank you for
reaching out to us.
Please select one of the
options below:
Get Replacement
Get Refund
Outbound
+ Inbound Campaigns
Verloop.io
Hi Aman, we appreciate
your interest in Verloop.io.
We tried reaching you but
could not get through.
We'd love to speak with
you soon. Just reply with
the text 'Call' and our
team will call you within 5
minutes of your request.
Call
Thank you for confirming
your interest.
09
Depending on the campaign, WhatsApp Business
API messages are further divided into Template
APIs and Text APIs. Each of these APIs powers a
specific campaign.
Template APIs power your outbound campaigns.
You can send templates in the form of payment
confirmation, notifications etc. to the customers.
Text APIs power inbound campaigns. They allow
Hi Lee, we are glad to inform you
that your payment for our Weekly
Yoga Class is successful. Here is
the link to join your first class:
meet.google.com/wdg-ysvm-sng
Thanks!

you to reply to your customer with ease.

To ensure a good customer experience, WhatsApp

doesn’t allow you to send promotional content
through outbound campaigns.

10
 WhatsApp Business WhatsApp Business API

Easily downloadable and Need access through a

Access
accessible to all third party

Conversations Manual Manual + Automated

Charged based on
Pricing Free
templates/messages sent

Fully automated and

Away message Limited functionality
unlimited functionality

Companies need to go
Approval Anyone with the app can use
through a verification process

Scale A limited number of customers Unlimited number of customers

Target companies Small-size business Medium- and large businesses

11
The Need for WhatsApp Omnichannel
Business API for Business Presence

Using WhatsApp Business APIs, companies

Lesser Human Brand
have seen some incredible results. Some firms Intervention Stickiness
have reduced their sales cycles from days to
minutes. Some have cut support turnaround
time (TAT) and ticket volumes by up to 40%.
They’ve improved customer engagement
efficiency by 400%.

Benefits a business can see from WhatsApp Improved Support

Business API are: Metrics Automation

Higher
Engagement

2
12
WhatsApp’s Reach
WhatsApp has a global customer base
with over 2 billion users in almost 200
countries. What better channel is there
to reach customers than on the channel
they’re already using? Another reason
for its popularity is its reach expands
beyond age, gender, income level or
location.
Unrivalled Engagement
Users open the app 23-25 times a day,
giving brands greater visibility, higher
open and response rates compared to
other channels. It's also more interactive
with its media-rich messages in the form
of text, buttons, images, A/Vs, links,
documents, catalogues, gifs and maps.
Customers’ Preference
WhatsApp is famed for having one
of the most intuitive and simplistic
interfaces around. Users find it easy
to navigate through it and use it to
its fullest. Because of its ease of use,
your brand can increase stickiness.
13
The Need for WhatsApp Real-time
Business API for Customers Messaging

Customers’ demands and expectations are

Relevant Instant
evolving. They want faster and accurate Information Replies
responses, multiple interaction touchpoints,
24x7 availability and personalised
communication. WhatsApp Chatbot is the
answer to all their requirements.

Let’s look at what makes WhatsApp Chatbot

their preferred platform of communication. Secure Self-service
Messaging

Timely (and easy to refer)

notifications

2
14
Timely Notifications
The customer’s number one priority is
to get notifications on time. They want
relevant and timely information on
their mobiles. WhatsApp messages are
received without any delay and given
the high usage, customers check these
notifications instantly.
Secure Communication
WhatsApp is known for its end-to-end
encryption. Because of this secured
experience, customers prefer to chat
with businesses on this platform. When
we say ‘secure’ here, we mean only the
sender, receiver and the involved 3rd
parties can view the customer’s
messages and no one else. This sense
of security is why customers prefer
chatting with businesses on WhatsApp.
Real-time Answers
The biggest demand from customers
during support is to get a quick and
real-time response from the company.
Not getting replies is frustrating and
one of the main reasons customers
switch brands. With a WhatsApp
Chatbot, customers can instantly find
answers to simple questions and solve
issues on their own. This improves
customer experience ten folds.
15
Customer Support via the WhatsApp Business API:
Inbound and Outbound
Customers want quality service from your company.
If you fail to do so, there is a good chance your Hi Zoya, let us help you with
customer will leave you for your competitor. You can the right policy. Before we
provide the best customer service by meeting their start may we ask you a few
requirements of relevant, personalised information. questions?

This can be done in two ways: Sure, thanks!

Inbound or Reactive Support: When a customer
asks for help and you respond to them.
Outbound or Proactive Support: When you initiate
a conversation with the customer to keep them
informed.

16
2
Inbound Support:
Reactive Customer Care
In this form of support, the customer initiates a conversation Using WhatsApp Business API for your
with your business. A customer service window is opened and you can inbound customer support helps you to:
chat with your customer by sending personalised auto-replies. For a
detailed message, you can attach rich media (videos, pictures, Respond to customer
locations, calendars, etc.) queries quickly

The customer service window opens for a 24-hour time frame, during Scale your customer
which you can communicate with the customer in real-time using support
interactive chat with rich media. This is a session. Messages shared
during one session will not be charged. Once the 24-hour period is Engage your customers
over, you’ll be able to contact the customer using Templates. Each using rich media messages

time a customer sends you a message, a new session will begin and
the 24-hour customer service window will restart. Overcome time and
location constraints

17
 SMS WhatsApp

Popularity No one checks Always on mode

Outbound Support:
Proactive Customer Care Media Text
Text, image, video,
document, etc.
WhatsApp Business Solutions allow you to
Limited number of The unlimited character
send out messages for active customer Text Limit
characters only can be used in a text message
support. These include messages to remind
your customer of deliveries, orders, and Cost Expensive Cheap

appointments.
Not possible without sending
Branding
Compared to SMS and email, WhatsApp is a long text and link
a better platform for sharing updates and
information. You can send bulk messages Engagement Replying will cost customers
to your customer base using Templates.
Security No encryption
Companies can add a
profile picture, about section,
and multimedia messages as
brand images
Replying is free for customers
End-to-end encryption

18
What are WhatsApp Templates?

WhatsApp Templates are used to send notifications

to customers both in and after the 24-hour Name: What your template is called.

customer service window. There are two things that

Type: The type of media your template is using
we need to remember when it comes to Templates:
like Text, Image, Audio, Document.
Businesses can send these to customers who have
opted-in for this service. Language: The language of your template.
These templates need to be approved by
WhatsApp. Content: The text copy of your template.

Variables: These are custom fields you can call on.

A template has several fields you’ll need to fill. It’s
important to understand each of these fields and
what they do. If you don’t, you won’t be able to
follow template guidelines.

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 Naming of Templates Template names can only be lowercase
alphanumeric and underscores (_). You cannot use
any other characters or spaces.

Format of Templates Your WhatsApp templates cannot be more than 1024

When creating a message
template, you need to follow
certain guidelines to get them
approved. The guidelines are:
Content of Templates
characters for a media template and not more than
4096 characters for a standard template. They also
cannot contain newlines, tabs or more than 4
consecutive spaces.
Advertising, marketing or promotional messages are
not permitted.

Format of Variables Variables must be called upon using a double

flower-bracket numeric system – {{#}}. Variables
should begin counting at {{1}}.

20
 Eree Crafts Zen Homestay

Hi Neena, your order with Hi Rohit, we value your

number 188794561 has opinion and would love to
been shipped. You can serve you better. Please
track your package here: click on the link below and
share your experience
https://www.trackyourord with us
Some examples of
erdelhivery.com/ Klr.px/D5cG
templates would be :
Thanks Done. I had a great
time, thank you!

21
 Open WhatsApp Manager in Business Manager

Click ‘Create’

Click ‘Manage’

Click ‘WhatsApp Manager’

How to Build a
WhatsApp Template? Click ‘Message templates’

The step-by-step process for Click ‘Create Template’

making a WhatsApp template
is as follows. Complete the aforementioned fields

Click ‘Submit’

The message template will now be sent for review

Find the status of the review in the Message

Templates tab (optional).

22
What are WhatsApp
Interactive Messages?
With Interactive Messages, WhatsApp
has replaced chunky list messages with
clean buttons that are more responsive
and have better UX. vs

With these Interactive Messages

buttons, WhatsApp Business users can
access information and select the next
steps quickly. By adding these buttons
at the right stage of the conversational Text message List message Reply button
flow, customers can make informed
and quick decisions.
List messages and reply buttons are new messaging features
that give people a simpler way to make a selection when
speaking with a business’s chatbot on WhatsApp

23
Businesses can engage customers with
better UX and reduce friction in customer
interactions. This improves overall customer
satisfaction, reduces cases of abandoned
carts, and ensures more sales.

24
Types of Interactive Messages
WhatsApp considers the following as
Interactive Messages:
List Messages: As the name suggests, this
is a list or menu (of up to 10 options). Using
list messages, businesses can offer a more
straightforward, consistent and
responsive message for users to select.
Reply Buttons: This option shows buttons
(of up to 3 options) to help customers
make quick decisions.
They are a few things you need to keep in
mind before you get started with
interactive messages:
Brands can combine list messages with reply buttons in the
same flow.
Users can select only one option at a time. However, they
can always go back to reopen the previous message and
choose another option.
Interactive Messages cannot be used to send notifications.
Brands can use these messages only during the 24-hour
window that opens up after a user sends a message.
(P.S. If your business sends Interactive Messages outside
the 24-hour window, you will see an error message.)
They do not require templates or pre-approval from
WhatsApp.
Interactive Messages are supported on Android, iOS and
Web platforms.
25
What is WhatsApp’s Business Opt-in?
WhatsApp is very specific about the quality of
customer engagement on its platform. For this
reason, they have taken steps that prevent
companies from sending messages to customers
without their permission and spamming them
with irrelevant messages.
To send a message to your customer, you need
to have their explicit consent with an active
opt-in. The opt-in must be done via a
third-party channel (SMS, email, website, app,
store, etc.) The message should be clear and
leave no room for a misunderstanding.
A template for what WhatsApp Business Opt-ins
should look like.
Receive your purchase confirmation on
Phone number +1 (123) 456 7890
The opt-in should meet the following criteria:
The opt-in should adhere to the format: “receive
[noun], [logo and name], on [number]”
The opt-in should be a visual element (like a
checkbox), have the WhatsApp logo and the
user’s number being used.
26
 Website Homepage | Landing pages | Banners

Existing Channels SMS | Email | Social Media | WhatsApp

Ways to Collect Opt-ins from

WhatsApp Business Third-Party Channels IVRs | ATMs

WhatsApp Opt-in can be collected

on any channel your business uses to
Existing System Process During booking | At the time of purchasing
communicate with your customers.

Here we have listed 7 ways you can

collect them: In-Store Points of sale interactions | Forms

Contact Us Section As an additional platform to get in

touch with the company

Updated Sign Up Forms Opt-ins having preferred options | Using

checkboxes or MCQs

27
Once you’ve collected an opt-in consent from
the user, you’ve taken a step closer to be part Note: You must respect all requests
of their daily life. With this great power comes (either on or off WhatsApp) by a
great responsibility.
person to block, discontinue, or
As mentioned earlier, WhatsApp is very specific otherwise opt-out of communications
about customer engagement. You can send from you via WhatsApp, including
outbound messages to opted-in users and
removing that person from your
these messages are strictly regulated. The
Message Templates need to be approved and contacts list.
follow specific formats.

28
How to Improve Customer’s Experience
With WhatsApp Business API?
WhatsApp Business API can be used as a
touchpoint for various steps in the customer
journey. With WhatsApp, it’s easier for the
customer to contact you and you can reach
more customers too. Let’s look at what you
can do to help improve a customer’s
experience using WhatsApp.

29
2

Identify the Consumer’s
Pain Points
Start by identifying different phases of a
customer’s journey and common friction
points in each phase. Where are customers
asking questions, what kind of questions
are they asking and how you can solve
Too little information on product/service
Pre-Purchase No price information
(Discovery) Option to compare products
Can’t ask for help to make a decision
Problems during the checkout process
Purchase The wrong item was added to the cart
(Shopping) Looking for a physical store

them. Payment failure

Once you’ve done that, you can create

Item doesn’t meet expectations
message templates and set up quick
Need to return/refund
replies to help them solve their queries Post-Purchase
No channel for feedback
(Support)
promptly and accurately. No advice available on set up/installation
No updates on delivery

30
 Generate and qualify leads for the sales funnel

Automate FAQs and support customers pre- and post-purchase

Share products and offerings on WhatsApp catalogue

Use Cases
Allow purchase of products and services
Depending on the industry, you
can implement a WhatsApp Schedule meetings
Chatbot for various use-cases.
Some of the common use cases Share and verify documents
are:
Share notifications on confirmations, reminders and updates

Collect feedback and CSAT from customers

Retarget abandoned carts and re-engage old customers

Update customer’s details

31
How to Improve Agent’s Performance
with the WhatsApp Business API?
In contact centres, one of the most common
problems is an overburdened agent. About
80% of customer questions an agent answers
are commonly asked questions. These
questions can be automated. Additionally,
using some of the WhatsApp Business API
features, agents can be empowered to
answer customer questions quickly and
smartly. Let's see how this is achievable.

32
2
Templates
WhatsApp Business Solutions allow
companies to use Message Templates.
If your customer has opted in for your
service, you can proactively reach out
to them and use these templates to
answer and personalise FAQs quickly.
This reduces the agents’ workload and
lets them utilise their time better.
Avoid Phone Calls
When customers know their queries
can be solved on their own or will get
answered promptly, they will avoid
picking up the phone. This also means
that agents will have fewer phone calls
to answer, which take longer to solve
customer questions. An agent can
easily save 3-5 mins per query.
Customer Contact Tool
WhatsApp Business API can be
connected to your support
automation tool. An agent doesn’t
have to log in to multiple platforms to
get data. Through this one platform,
they can manage questions from
various channels, save time and make
their lives easier.
33
Quick Replies
Using WhatsApp Business API, a company
can set up quick replies (also known as
canned responses). With this feature, you
can enable your agent to respond
promptly when customers reach out. Fast
acknowledgements and resolutions lead
to improved customer satisfaction and
boost the agent’s performance.
Auto-Reply
WhatsApp Business lets you automate replies and
schedule them as per your desired timings. If a
customer contacts you during your “away” hours, they
will receive auto-reply messages. With a WhatsApp
Chatbot, you can take it a level higher and let your
customer have a full conversation. In the event that
your agent is available and the bot can’t handle a
question, the chat can be transferred
34
Grow Your Audience Share your WhatsApp number on your website

on WhatsApp Homepage, Contact Us and social media pages.

Once you’ve created your WhatsApp Print QR codes to your WhatsApp number on your
Business account, you’ll need people to receipts and checkout points.

reach out to you. For this, you need to

provide your customers with easy access to
Ask customers to opt-in for notifications from your
your WhatsApp number. We share some business in receipt emails and newsletters.
methods you can use to grow your audience
on WhatsApp.
Offer WhatsApp exclusive content and offers.

Last but certainly not least, offer great customer service

to existing customers and they will spread the word.

14 35
2
 There are three primary parts of a click-to-chat
WhatsApp link to chat:

The standard link.

Click-to-Chat Link
Using a WhatsApp click-to-chat
link, you can grow your WhatsApp
audience base. You can embed this
link on any of your business pages
and start conversations with your
The phone number you’d like customers to
text when they click the link.
The template text to be displayed in the
entry field when they click the link.
Phone number

customers. This link works on both

https:/wa.me/987654321/?text=hi%20i’m%20verloop
the phone app and the web app.
Standard link
Text to be displayed

A complete link would look like the following.

https://wa.me/text=I'm%20inquiring%20about%20the%20apartment%20listing

36
WhatsApp Marketing Strategies

WhatsApp is a great platform to market your Promote your brand’s WhatsApp number along with your
products and services and generate leads. other social media pages to get more people to talk to
Besides this, it’s also a good channel to build you on this platform. Greet them with automated
your brand name. personalised messages when they show up. Make the
best use of the multimedia messages available to you.
WhatsApp marketing is simple - interact with
customers and engage them in conversations.
Alongside direct marketing, you can carry out Reseller
programs and establish yourself as a thought leader
To build your brand on WhatsApp, first ensure you
through Networking on WhatsApp. Let’s find out how you
have the basics right, like uploading a profile
can achieve that.
picture and writing a clear description of your
brand in the About Us section. This should include
your brand’s USP, new offers and promotions, etc.
In addition to this, you should also run campaigns
to keep your customers engaged.

37
Reselling on WhatsApp

One of the most popular forms of marketing on WhatsApp is

through a Reseller program. A WhatsApp Reseller sells a
product/service that they bought from someone else (re-sell).
It’s an affiliate program where the reseller gets a small commission
on the sale price. Popular with eCommerce companies, this will
help you expand your reach and increase sales. Tip - First find the groups
on Facebook, Twitter and
Instagram and from there
Networking on WhatsApp
find your ideal WhatsApp
Networking on the other hand is more than just selling. Here, you
group.
educate your customers. If you want to be known as a Thought
Leader in your field, WhatsApp Business Groups is a good place
to start. This method lets your customers contact you privately to
discuss anything about the products you sell. There’s a wide
range of business communities you can be a part of to learn more
about your business.

38
 Organise polls for products as a quick CSAT survey

Tips for Small Businesses Allow direct consultations with your company’s SMEs
and Enterprises
Send out alerts using Broadcast messaging options to alert users
WhatsApp has proven to be an about new products, events and sales
effective engagement tool for both
small businesses and enterprises. Small businesses with a niche audience should use WhatsApp to
chat with them regularly
Some of the things your business can
carry out to engage your customers
Use formats other than texts and get creative with messaging to
are:
grab customer’s attention

Engage with customers in real-time using automation and live

chat integrations

39

How to Get Started with the
WhatsApp Business API
To kick start your WhatsApp Business API
account, you need to follow the below steps:
2
Find a Third-party API provider that will fulfil your business
needs. In this step, consider the cost, facilities, design etc.
Fill out your company details and the duration of your plan
with this Third-party provider. During the application
process, businesses are asked several questions to
determine API qualification. Applications for certain
sectors are restricted – like porn, government entities, and
healthcare.
Once the verification process is complete, set up your
WhatsApp account with your company profile picture,
description, etc.
Start conversing with your customers.
You can change or renew the plan as per the Third-party
company’s policy.
40
WhatsApp Business Privacy Policy

At the beginning of 2021, WhatsApp announced

changes to its Terms and Privacy Policy. To make
things clear, WhatsApp’s parent company
Facebook has moved the date of this change.

Let’s look at what’s changed and what remains

the same.

41
2
 Conversational commerce is picking up and WhatsApp is becoming one of the
leading platforms to help businesses go digital.

What’s New? WhatsApp Commerce Policy has introduced services like Carts and Shop through
which customers can browse through your catalogue, select multiple products and
send the order as one message. This way, customers can stay on WhatsApp
throughout the shopping journey.

For businesses too, it’s easier to track orders, manage demand and share
notifications. And if your business has this feature on Facebook or Instagram, you
can now use it on WhatsApp too. However, this feature isn’t available to everyone.
WhatsApp Shopping WhatsApp is slowly releasing it worldwide.
Features
With the new changes in place, if a customer interacts with your business’
WhatsApp Shop, you can collect customers’ data to personalise their shopping and
support experience. With this data, businesses can also show relevant ads on
Facebook and Instagram.

To keep communication transparent, WhatsApp will show a message to the

customer, informing them about the information collection.

42
 WhatsApp Businesses and Business Solution Providers (BSPs) will have the option to
use Facebook’s secure hosting services to host their numbers on WhatsApp. This
option will make it easier for small and medium-sized businesses to get started on
WhatsApp.

In line with industry standards, if a company chooses to use Facebook’s hosting

service, Facebook will use the messages it processes on behalf of and at the
instruction of the business.
Facebook will not directly use the messages. Businesses will have to explicitly opt-in
to use these messages for their marketing purposes, which includes advertising on
Facebook.
Facebook Hosting
Services Similar to the customer intimation during shopping on WhatsApp Shop, if a business
is using Facebook’s hosting service, WhatsApp will inform the users with a label
message (see the image). The goal is to be transparent about the end-to-end
encryption status of a chat.

It should be noted, this change has nothing to do with the underlying technology of
how BSPs and some businesses host the enterprise client with the on-premise
Business API. This remains unchanged.

43
When a business chooses to When a business chooses to
host their chat themselves use Facebook’s hosting services

Home Store Home Store

Messages and calls are end to end encrypted. This chat is with the official business account
No one outside of this chat, not even Whatsapp, of Home Store. This business uses Facebook to
can read or listen to them. Tap to learn more. manage its Whatspp conversations. Tap to learn
more about privacy in this chat.

This chat is with the official business account

of Home Store. Tap to learn more.
I’d like to order some dinnerwear
sets please.
14:54
I’d like to order some dinnerwear
sets please.
14:54

14:55

Thank you for messaging Home Store!

Here’s a sneak peek of our new
Premier Collection 14:55
Thank you for messaging Home Store!
Here’s asneakpeek of our new
Premier Collection
Can you also provide me some Can you also provide me some
more details on WhatsApp more details on WhatsApp
Business API? Business API?

44
14:55 14:55

A Comprehensive Guide on A Comprehensive Guide on

What’s Not Changing?

Customer’s personal messages’ security and privacy remain unchanged.

Any chat between two users and the groups they are part of are as secure
as before.

User’s personal Facebook will not be able to read or listen to their personal information in
chat privacy chats or calls. Personal messages are protected by end-to-end encryption
and this doesn’t change even now. To clarify, WhatsApp has shared
infographics with the users.

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 WhatsApp Business API requires you to provide a quality experience to the
users. To that end, WhatsApp has clearly defined what messages are
allowed and what are not.

Allowed Messages

Customer Support: When customers start a message to seek support or

make a purchase. For example, support queries, product purchase, return
request and such activities.

Customer Notification: When businesses share messages to improve

customer experience. For example, sharing invoices, order confirmations,
User experience delivery status, etc.

Two-Step Verification: This is to add an extra layer of security to the

WhatsApp Business API Client.

Prohibited Messages

Marketing/promotional messaging in templates

Newsletter or subscription-type messaging, including content subscription

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When communicating with
customers, businesses should
keep the following in mind:
You can send or reply to only those customers who have
agreed to be contacted by you.
You must respect the customer’s request to block, discontinue, or
opt out of your communication service. To honour the request,
even if you are obliged to delete the contact details from your
database, you should.
You must not confuse, deceive, mislead, or spam a customer with
wrong and irrelevant information.
You should not ask customers to share sensitive data like
payment card numbers, bank details, etc
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Case Study - Lido Learning
Lido Learning is committed to project-based learning.
Their powerful online classes software helps students learn,
practice, and develop tangible skills.

How Lido Learning Moved to 100% Chat After Automating

Support on WhatsApp:

72% Improvement in Agent First Response Time (FRT)

64% Improvement in Agent Productivity

64% Chats Resolved by Automation on WhatsApp

>22% Form Fill Rate on WhatsApp Campaign

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 The support team managed all their
queries through CRM, email, and phone
calls. Maintaining user history in a unified
place was difficult.

The existing support setup wasn’t

capable of scaling without hurting
Challenges their Opex.

Customers were less receptive to

in-app campaigns. The goal was to
collect actionable insights from parent’s
feedback, which wasn’t happening.

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 With Freshdesk integration, agents could
create and view tickets and customer info
in one place, thus, improving response and
resolution times.

Unlike on phone and email support, agents

could handle concurrent conversations via
Solutions chat, which led to a 72% improvement in Agent
FRT. The WhatsApp Bot deflected about 64%
of the chats in just about 3 months, thereby
increasing agent productivity.

Parents and students were channel-agnostic

and preferred WhatsApp better. When Lido
Learning sent out WhatsApp campaigns, the
form fill rates were >22% as compared to
~10-15% on the platform.

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We use Verloop.io to send Proactive
Messages to which we want users to reply.
Because we know Verloop.io has an excellent
way to build customer journeys to streamline
the communication.

- Aditi Kothari | Product Manager |

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How Verloop.io Plays a Role

When it comes to WhatsApp Business APIs, the

features that you receive while building your chatbot
depends on your Third-party provider.

Verloop.io helps you deliver delightful customer

experiences. We provide more than just a WhatsApp
Chatbot. We’ll guide you through possible
use-cases, WhatsApp Opt-In links, compliance, and
provide, proofread and develop acceptable
templates for your business. This way, we ensure that
you not only have WhatsApp APIs but also that you
continue to keep them.

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 Intelligent Bot Bot learns from previous data to create smart ML
models

Multilingual The conversational AI can speak 15+ languages

Context-based routing to connect the right agents when

Agent Fallback the bot is unable to respond

You scale your customer support Get user profiles for targeted campaigns and
Profile Users
and also measure it and ensure recommendations

your user’s data is secure. Some

other features that set Verloop.io Dashboard Get complete visibility into your support team and metrics

apart from its competitors are:

Seamlessly transition between Verloop.io and other tools
Integration in your tech stack

Enterprise-grade security for businesses of all shapes and

Security
sizes

eCommerce, Banking and Financial Services, Travel,

Industries
Insurance, Real Estate, Edtech, Logistics, Foodtech

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 Lets talk!
Write to us Book a Demo

@Verloop.io @Verloop.io @Verloop.io