WhatsApp Business is the business version of WhatsApp: a way for a business to message customers, with a business profile and tools to reply faster. Customers simply use their own WhatsApp, you reply from a business account.
This guide sets out all the parts of WhatsApp Business, from the choice between the app and the API to customer service, marketing and automation. For each topic you get the essence. If you want to go further, each section refers to the article that works it out in full.
What is WhatsApp Business?
WhatsApp Business comes in two forms:
- The WhatsApp Business app. A free app for business owners and small teams. You get a business profile, quick replies, automated messages and labels to sort conversations (WhatsApp Business).
- The WhatsApp Business API. An integration without its own app, with which you use WhatsApp in software such as a shared inbox or your CRM.
For the customer it feels the same as ordinary messaging. They just see that they are talking to a business. What the app delivers, where the limits lie and how it differs from ordinary WhatsApp is covered in what is WhatsApp Business.
App or API: which form suits you?
The choice depends mainly on how many people reply and whether WhatsApp has to talk to your other systems. A simple rule:
- Choose the app if one or two people answer the conversations, from a phone and a few linked devices.
- Choose the API if a team or several branches reply, if conversations have to land in your CRM or if you want to automate.
The API runs on Meta’s Cloud API, which sends and receives messages from your business number (Meta for Developers). You always use it through software, such as an inbox for your team. How that works, what it costs and how to switch is covered in the WhatsApp Business API.
Using WhatsApp for business
Businesses mainly use WhatsApp for conversations that would otherwise run via phone or email:
- Answering questions about the offering, delivery times or opening hours.
- Booking and confirming appointments.
- Exchanging photos and documents, for example for a quote or a repair.
- Keeping customers informed about an order or a job.
Start with a number that belongs to the business, not with an employee’s personal number. How to create a business account and how B2C and B2B businesses use WhatsApp is covered in using WhatsApp for business.
With your team in one account
As soon as more colleagues read along, you run into the app’s limit. With multi-agent you link up to four devices to one WhatsApp Business account (WhatsApp Help Center). Everyone then works in the same account, without their own login, roles or rights per employee.
If you work with more people, a shared inbox on the API distributes the conversations across your team. When the app is still enough and when it is not is covered in WhatsApp Business with multiple users.
WhatsApp on your website
Your website is where visitors have a question. With a WhatsApp button or a link they start a conversation directly, without saving your number. The app creates that short link automatically, and you can attach a default message to it (WhatsApp Help Center).
A button on your website is placed quickly. The difference lies in what happens behind it: who replies, and how fast? Which options there are, from a simple button to a widget alongside your website chat, is covered in WhatsApp on your website.
WhatsApp for customer service
Many customers would rather message than call or email. For customer service, WhatsApp is therefore often the channel where most questions come in. Two ground rules determine how you set it up:
- The 24-hour window. After the customer’s last message you have 24 hours to reply freely. After that you may only send pre-approved templates (Meta for Developers).
- A person reachable. Automation is allowed, but customers must be able to reach an agent quickly and clearly (WhatsApp Business Policy).
How to arrange the division of work, response times and the role of AI is covered in WhatsApp customer service.
WhatsApp marketing and leads
WhatsApp is also a marketing channel, but with stricter rules than email. You only send marketing messages to people who gave permission, and at that opt-in it must be clear which business they will receive messages from (Meta for Developers).
Most marketing conversations start with the customer:
- Via ads that open a WhatsApp conversation, in the feed and Stories among other places (WhatsApp Business).
- Via a QR code on print, in the showroom or on a trade show stand.
- Via the button or link on your website.
The work then lies in the follow-up: a lead who messages expects a quick answer. How to advertise, send messages and follow up leads is covered in WhatsApp marketing.
Auto replies and a chatbot
Automation starts small. In the app you set up a greeting and an away message, and create quick replies for questions that keep coming back (WhatsApp Business).
A chatbot goes further: it answers the question itself, books an appointment or asks follow-up questions. For that you need the API. A good chatbot also knows when to stop and then hands the conversation to an agent. How to set that up and what you should not leave to a bot is covered in WhatsApp chatbot.
What does WhatsApp Business cost?
The WhatsApp Business app is free. With the API you pay per delivered message from business to customer. The rate depends on the kind of template (marketing, utility or authentication) and the recipient’s country (Meta for Developers).
On top of that you usually pay for the software with which your team answers the conversations, and possibly for setting up integrations and automation.
WhatsApp Business in practice at Bconnect
At Bconnect we see the same pattern in automotive and home and living. WhatsApp starts as a stand-alone app on one phone, and becomes a problem as soon as more colleagues, branches or leads come in. Questions are left lying, nobody knows who has answered what and leads do not reach the CRM.
- In automotive it is about test drives, part-exchange questions with photos and workshop appointments. How dealers set that up is on our page about chat for the automotive sector.
- In home and living it is about showroom appointments, delivery times and bespoke questions, often after a long research phase. More about that is on our page about chat for home and living.
That is why we let WhatsApp come in together with the website chat and email in one inbox, with chat specialists and AI who reply and pass leads with the whole conversation to the sales team. How that works is covered in omnichannel with WhatsApp Business.