Many of us use WhatsApp to chat to friends and family, but it’s fast becoming a valuable communication tool for marketers too. With over 2bn monthly active users, it allows marketing teams to deliver branded messages to a broad and captive audience.
Even with competition from other channels, WhatsApp’s popularity is growing all the time – largely because it allows businesses to send pictures, videos, documents, GIFs and reactions. Brands with a business account can access advanced features like a branded profile, image carousels and call-to-action ads, making it a key part of their marketing strategy.
This article will explore the key benefits of WhatsApp marketing, different business accounts and how it all fits together.
What is WhatsApp marketing?
WhatsApp is now the most popular messaging app in the world.
One of the things that makes it so powerful is that it’s inherently personal. You can communicate with users on a platform they feel comfortable with, addressing them by their first name. Using a platform such as Esendex also allows you to segment your audience database, so you can send personalised recommendations based on geographic location or product preferences.
Call-to-action (CTA) buttons encourage customers to click through to your website or app, or to URLs with preview pictures as an alternative.
We’ve got exciting news! We’ve just launched our BRAND NEW Rewards Scheme, where you can earn points for your purchases, plus other members’ only perks. Ready to get started? [LINK] [LEARN MORE]
WhatsApp is becoming a powerful business tool – below it highlights the types of marketing conversations brands can have:
- Build awareness: Promoting products/services, and following up on click-to-ads.
- Sales: Product recommendations, offers, promotions and assisted selling.
- Retargeting: Sending abandoned cart reminders, upselling or promo codes.
- Customer experience: Building relationships through anniversary or birthday messages, offers and personalisation.
Conversational marketing
WhatsApp is particularly powerful as it supports two-way conversations that build trust and loyalty.
Messages are naturally informal and friendly because they take place on a familiar app – but personalisation allows brands to build a deeper connection with customers helping with repeat sales and retention.
[NAME], we’re still holding your items in your basket for you, but don’t wait too long! [PRODUCT] is selling out fast 😱[CHECKOUT NOW]
To save time and get the most out of your campaigns, you’ll find plenty of WhatsApp marketing templates which you can customise in line with your tone of voice and messaging, as well as chatbot integration, enabling you to make product recommendations and answer questions.
“With WhatsApp, conversations are open for 24 hours and the customer can reply straight away. It also has a personalisation field on the side of the conversation window, so anything the customer says can be stored and referred to at a later date.”
– Ashleigh Hobson, product marketing manager at Esendex
Why use WhatsApp for marketing?
WhatsApp has many benefits but it’s perfect for marketing because you can reach customers where they are. Features like quick response and CTA buttons can help with marketing,and increase social media followers or email sign-ups, as well as sales. Over three quarters (76%) of adults use WhatsApp with 65% saying it’s their main communication tool – and globally there’s 2.9bn users in total.
WhatsApp vs SMS
SMS is great for one-way marketing conversations like sales alerts or basket reminders, because it has a 160-character limit. WhatsApp messages can be longer (4,096 characters), more detailed and enhanced with multimedia. For example, marketers can send product demonstrations after a purchase, documents like manuals or pictures to support a sale.
Customers can also reply back to messages and interact with features like polls to help brands with engagement.
However, SMS marketing is still very valuable, especially to reach customers who don’t have WhatsApp downloaded – or when there’s no internet connection.
Read more: SMS vs WhatsApp: which should you choose?
WhatsApp vs RCS
Rich Communication Services (RCS) is similar to WhatsApp because you can send multimedia and have a branded business profile. Messages that aren’t delivered are automatically converted and sent as an SMS, so they will always land.
The key difference is WhatsApp offers end-to-end encryption and is more tailored for marketing with functions like click-to-chat ads and labelling.
WhatsApp vs email
Email marketing is perfect for longer campaigns or newsletters. Communications can be personalised and enhanced with multimedia content.
That said, WhatsApp messages can be more effective because they’re more immediate and less likely to end up in spam folders. WhatsApp is better suited to faster communications like time-limited sales or queries but it should be used strategically to avoid spamming recipients. Email has a 21% open rate on average, whereas WhatsApp is up to 95%.
Real conversations
WhatsApp is very user-centric, which means brands can build loyalty and sales, while customers can get quick answers and discounts from their favourite brands.
Some 71% of customers want natural conversational experiences, which WhatsApp is ideal for as you can personalise messages and templates. Customers can even be sent automatic welcome or away messages, so they’re never left hanging.
Hey [NAME]! Thanks for your message, the [COMPANY] team has headed home for the holidays. We will be back on [DAY] at [TIME]. Please check our website for FAQs, support docs and more 📖
Integration capabilities
Over half of consumers are more likely to shop with a brand they can reach through a messaging service.
WhatsApp can be integrated with customer relationship management (CRM) or customer service software, so you can push marketing and sales messages, and answer customer queries. Ecommerce software can also be integrated to complete purchases in-app.
According to WhatsApp, these features help you to encourage orders:
- Product catalogues: A storefront with products in a collection.
- Catalogue links: Catalogues or links can be sent to customers on WhatsApp, Facebook or Instagram.
- Broadcast: Alert groups of customers to new offers or sales.
- Assisted sales: Customers can click ads to start a conversion and be guided through the sales process.
Best practices
To ensure your WhatsApp marketing is successful, messages need to be engaging and offer value.
Opt-in
To market using WhatsApp, customers must have opted in to receive messages, just as with any form of mobile communication. You need to explicitly ask for consent, which can be done at various touch points like post sale or following a customer service interaction.
The better experience they’ve had, the more likely customers are to opt-in. To increase your chances, explain what they will get from the marketing messages, for example, early access to sales, a birthday or anniversary gift, or special offers and promotions.
Engaging content
Your message needs to stand out to capture audience attention and make an impact.
While WhatsApp has a longer character limit compared to SMS, the content should still be snappy and concise, so your customer doesn’t lose interest. Use interactive features where possible like suggested reply buttons, so the conversation is smooth and convenient.
Tailor your messaging so that it’s value-driven. Instead of letting your customer know you’re having a sale, surprise them with a helpful and personalised sales alert, based on their past behaviours and preferences. Use first names in messages and ensure any recommendations you make are relevant.
Keep the tone conversational and friendly using emojis, GIFs and pictures, and finish with a strong, action-based CTA like ‘Buy now’ or ‘Learn more.’
Show off your business account
A business account gives you access to advanced features that can help you build trust with customers.
If you’ve reached OBA status, applying for a green tick will demonstrate your professionalism to customers, and help to strengthen your branded profile.
Measure your performance
Use metrics like read receipts to check how well a campaign has performed, and make any adjustments on future ones. With our business platform, you’ll get downloadable CSV reporting with performance insights.
Benefits of WhatsApp marketing
Here’s a quick summary of some of the biggest benefits of using WhatsApp for marketing:
- High open and engagement rates: High open rates when compared to email, and interactive features to improve conversions and drive traffic
- Personalisation: Grab attention and encourage repeat business
- Generate revenue: Boost sales by alerting customers to promotions or send personalised checkout reminders
- Nurture leads: Use click-to-add functionality to generate enquiries
- Automation: Create a seamless customer experience with automations that save your team time and money
Cost efficiency
The WhatsApp Business Platform is cost effective, especially if you use automation and templates to speed up the time it takes to deliver communications and campaigns.
Instead of being charged for every message sent, messages are priced per conversation, making it more cost effective. As of November 2024, the cost for marketing conversations is £0.0382 and business customers get 1,000 free conversations per month.
You can also try the platform out with a free WhatsApp Business Platform trial from Esendex. As part of this, you’ll receive 1,000 free conversations initiated by customers and 250 free conversations you can start yourself.
WhatsApp in action
Rhenus Home Delivery, part of the global Rhenus Logistics Group, automated its customer service communications by integrating WhatsApp with a chatbot. The organisation had used telephony during prescribed office hours to manage its customer service operations but wanted to reduce call centre volumes and make it easier for customers to get quick answers to their questions around the clock.
The benefits of the WhatsApp and chatbot combination became clear in weeks rather than months resulting in faster customer service resolution times, lower cost per enquiry and a significant reduction in call centre volume.The solution was so successful that Rhenus subsequently moved all of its customer care to WhatsApp and chatbot removing the need for telephone support.
“The combination of chatbot automation and WhatsApp has also had a direct impact on our bottom line, as we’ve improved our response times, reduced our call centre volume – and the costs associated with both.”
Read the full story.
How to get started
Getting started with WhatsApp can be daunting, so here’s a step-by-step guide.
- Find a reliable provider
Find a trusted WhatsApp provider who can handle integrations and support you with implementation.
Esendex is a Meta Business Partner, so has the expertise and experience to manage the channel successfully. As well as access to message templates, chatbot integration via an API, the platform is also ISO 27001 accredited to support data privacy.
“It’s best to use a WhatsApp Business Solution Provider (BSP) like Esendex. We have a direct link to Meta, offer scalability and free expert support, which is included within the package.”
- Build your profile
Set up your business profile with your brand colours, logo and business information [link to branding blog]. This will help you ensure brand consistency but also show customers that you’re a legitimate business.
With Esendex, apply for OBA and a green tick to complete your profile.
- Import your contacts
With the business platform, you can contact customers who have opted-in with ease by importing your customer list into the platform. From here you can then segment into groups based on personas, behaviour or preferences.
- Integrate with your CRM
Speak to an expert at Esendex to find out how to link WhatsApp with your CRM system.
You’ll be able to improve customer management and keep an eye on communications, so you can jump on any potential sales or leads.
Strategy ideas
There’s lots to consider when it comes to WhatsApp marketing, so here are just a few ideas to build into your strategy:
- Customer service: Work with your customer service team to ensure customers receive a consistent and branded experience when contacting them.
- Sales: Share discounts, sales alerts, time-limited sales and basket reminders.
- Promotions: Run your VIP or loyalty programmes.
- Notifications: Send event invites and updates.
- Engagement: Use multimedia including pictures and videos to enhance messages, and features like polls or feedback surveys to boost interactions.
- A/B testing: Test your WhatsApp campaigns to gain key insights on what’s working and what’s not.
Hi [NAME]. Our big end of season sale starts NOW! 🎉 Grab savings of up to 75% off. Reply STOP to unsubscribe. [SHOP NOW]
Types of WhatsApp accounts
Businesses can choose from a range of options, depending on their needs.
The key thing to note is that the WhatsApp Business Platform allows you to unlock all marketing features.
| WhatsApp business | WhatsApp Business Platform | ||
|---|---|---|---|
| Account type | Personal | Business | Business |
| Suitability | Messaging friends and family | Small businesses | Medium to large sized businesses |
| Cost | Free | Free | Monthly fee |
| Uses | Sending two-way messages, pictures, videos, voice notes and voice/video calls. | Marketing to a small customer base i.e. micro campaigns. Voice and video calls. | Run large-scale marketing campaigns, bulk messaging, segment and group customers. |
| Integrations | None | None | Chatbot, customer service software and CRM. |
Find out more about the differences in our blog, WhatsApp vs WhatsApp Business vs WhatsApp Business Platform.
WhatsApp Business App
The free app is perfect for smaller businesses who want to deliver a professional service without the cost of an enterprise-level system. It allows them to share business information, promote products or services, and send interactive marketing messages. Welcome messages can also be sent and bulk messaging to customers who have saved your number.
With a standard business account, brands can link five devices and get access to simple reporting. But you can’t apply to be an official business account (OBA).
WhatsApp Business Platform
The WhatsApp Business Platform, also known as the WhatsApp Business API, is a specialist app for brands who want to use WhatsApp as part of their multichannel strategy.
You get all the features of the business account and more:
- Verified business profile: Branded with your logo and colours
- Virtual shop front: Include information like business hours, description and website link
- Green tick: With OBA status, you get a famous green tick to show you’re a verified business
- Click-to-ads: Get leads and enquiries from Instagram and Facebook by running ads that open in WhatsApp
- Image carousels: Show off product launches or lines in a visually striking way
- Chatbot integration: Automate messages to save time and provide a consistent experience
- Customer service or CRM integration: Connect WhatsApp with your business software
- Quick response buttons: Offer customers a quick and interactive conversation
- Label: Messages can be labelled and sorted to prioritise conversations
- QR code: Scanned to direct traffic to your website or start a conversation
- CSV reporting: Read receipts and open rates to get a full picture of performance
- Bulk messaging: Send to customers who have opted in
- Segmentation: Customers can be grouped for personalisation and relevancy
- Agent routing: Ensure customers are speaking to the right advisor
Working with a Business Solutions provider like Esendex, with expertise and experience in WhatsApp marketing, can help you to get the most from your campaigns and ensure compliance with laws like GDPR. You’ll also need an API – available through the platform – if you want Official Business Account (OBA) status, with the all-important green tick.
Esendex users can easily add WhatsApp to the platform, and manage it alongside other channels like SMS and email. You’ll have an unlimited number of users and devices, and up to 25 numbers can be linked to your account.
“Most medium to large sized businesses come to us to enquire about WhatsApp because they know they need it and their customers are actually demanding it.”
Get Started
WhatsApp is the go-to app for messaging, which makes it essential for marketers. With a range of marketing features and high open rates, the versatile tool is a cost-effective and impactful solution.
Find out how the WhatsApp Business Platform can support your multichannel marketing strategy.
Mary Henry
Mary has extensive experience in communication, PR and journalism - most recently across SaaS businesses. A keen researcher and storyteller, Mary is highly skilled in making complex concepts accessible, and in putting customers at the heart of her communication. She has supported all kinds of businesses to tell their brand, product and people stories - from global multinationals to start-ups across retail, travel/leisure, banking/finance, government and educational institutions.
