The one line answer
WhatsApp Business API is the official version of WhatsApp that allows businesses to scale their 1:1 messaging beyond hundreds or thousands of conversations, utilize automation, communicate across multiple team members and integrate into existing systems (billing, order management, CRM, etc). It is not a separate application that one would download and use, but rather a core infrastructure upon which other apps are built (such as BizzRiser), resulting in a familiar WhatsApp-like interface for customers but significantly different features for business owners.
How is it different from the WhatsApp Business app I already have?
The WhatsApp Business app (the green one) has been designed as a simple tool best suited for solo use by one person on one phone. It is great for what it does, and for many small businesses with limited customer support headcount it is actually the optimal choice. However, it does not scale, there is limited automation, it is impossible to reply to the same conversation from multiple phones and it becomes extremely difficult to reply to more than a few conversations at the same time. Using the WhatsApp Business app, a merchant is also unable to send out mass messages to multiple customers, as they would get flagged as spam or blocked.
The WhatsApp Business API cuts out the middleman, so to speak. There is no longer a WhatsApp Business app that one would need to download and use, but rather a technical integration with Meta’s servers directly, which is then layered upon by third party apps (such as BizzRiser) to provide end users with a familiar interface, enhanced automation, team collaboration features and advanced segmentation/broadcasting options. In short, nothing changes for the consumer, who keeps using the same WhatsApp number as before, but everything gets significantly faster and more organized for the business on the receiving end.
What is it actually good for?
When used in combination with the right tools, WhatsApp Business API unlocks a variety of benefits unavailable to merchants using the standard WhatsApp Business app:
- Segmented / mass / broadcast messages to multiple customers as opposed to one by one conversations initiated by consumers
- Automation of responses (so that a customer does not have to wait for a business to reply)
- Team collaboration features (multiple team members replying from the same number)
- Direct linkages to other systems (CRM, spreadsheets, order management, etc)
- Ability to apply for the official WhatsApp verified badge (green tick mark)
Is it right for my business?
This depends. There is no question that WhatsApp Business API is significantly more powerful and flexible than the standard WhatsApp Business app, but until a business reaches a certain level of maturity and complexity in their operations, it can be actually counterproductive to switch over to the API. If you are a solo-merchant with thirty conversations per day and no requirement to reply to them quickly, the WhatsApp Business app will actually serve you better than the API-powered alternatives. However, if you are a growing business that already struggles to reply to messages in a timely manner or one that wants to run promotional campaigns over WhatsApp, the API is most likely right for you.
What does it actually cost?
There are two separate costs associated with using WhatsApp Business API: the infrastructure cost (paid directly to Meta) and the value-added services (layered on top by third party providers such as BizzRiser). The former consists of charges per conversation (depending on the type of message), whereas the latter are typically billed on a per-user or per-automation basis. A detailed overview of typical costs involved can be found in our pricing section, as it is actually rather complicated to detail all of them here in this blog post.
Where do I go from here?
If your WhatsApp customer support is starting to overwhelm you, the next logical step is to contact us and discuss your specific requirements in detail. We will walk you through the costs and benefits involved, but we likely do not need a whole presentation upfront before agreeing that WhatsApp Business API is a good fit for your particular situation.