Nearly everything you need to know about WhatsApp.

Introduction

Welcome to this comprehensive guide on WhatsApp. We'll cover everything from setting up your account and understanding sending limits and pricing, to utilising WhatsApp efficiently within CRM Solution. Let's dive in!

What is WhatsApp and Why Does it Matter?

WhatsApp is a messaging platform which boasts over 2 billion users globally. Unlike SMS, WhatsApp is worldwide, anyone with a WhatsApp account and internet connection can use it. Further, WhatsApp can be significantly cheaper than standard SMS messages.

Setup

When setting up WhatsApp within a subaccount, you'll need a Facebook Meta business account and a WhatsApp Business profile. Follow the prompts to link accounts and fill in business information. 

*Note: You will need a Facebook Meta Business Account. (Learn what a Meta Business Account is here.)

We will also utilise a "WhatsApp Business Account" and a "WhatsApp Business Profile", if you do not have one, this is completely normal, the process outlined below will create one for you if you do not have one to select.

WhatsApp Sending Limits

Keep in mind the sending limit of 250 business-initiated conversations per rolling 24 hours until Facebook Meta verification is complete. After verification, the sending limit increases to 1,000. From here, your limit will increase or decrease depending on your rating and sending habits as determined by Facebook Meta's policy and rating practices.

Learn more here: WhatsApp Messaging Limits (Meta HelpDoc) 

WhatsApp Conversations

Unless a customer sends you a message, you must utilise a Template to send a new message to a customer. In general, there are two ways to open a WhatsApp conversation (1) when a customer messages you or (2) when you message a template to a customer.

Types of WhatsApp Conversations

• Business-Initiated: Messages sent by businesses to customers using a template. There are four categories of templates and the templates are created and reviewed by Facebook Meta before they can be used. You can only send templates to customers until they respond, if they do not respond, you can only send templates.
  

• Customer-Initiated: Messages initiated by the customers sending a message to the business. When a customer messages you, it opens up a 24-hour window where you can send any template or free-form message to them.
  

• Free Entry Conversations: Initiated when customers interact with a WhatsApp Ad or a Facebook Business Page WhatsApp Action Button, allowing for a 72-hour window for businesses to respond. The business must respond within 24 hours of customer free point entry, after the business responds, the 72-hour timer begins.

Conversation (Template) Categories

When opening a new Business-initiated conversation, you must utilize a Template. The template will be reviewed and approved (or denied) by Facebook Meta. Below we will review the types of template categories.

• Marketing — Enables you to achieve a wide range of goals, from generating awareness to driving sales and retargeting customers. Examples include new product, service, or feature announcements, targeted promotions/offers, and cart abandonment reminders.
  

• Utility — Enables you to follow-up on user actions or requests. Examples include opt-in confirmation, order/delivery management (e.g., delivery update); account updates or alerts (e.g., payment reminder); or feedback surveys.
  

• Authentication (To be Released) — This enables you to authenticate users with one-time passcodes, potentially at multiple steps in the login process (e.g., account verification, account recovery, integrity challenges).
  

• Service (To be Released) — Enables you to resolve customer inquiries.

How to Create a WhatsApp Template

Templates are used to begin business-initiated conversations, though this is not their only use. You will need to create and have Meta (owner of WhatsApp) approve your templates. 

Opening a New Conversation

Unless a customer sends you a message, you must utilize a Template to send a new message to a customer. Until a customer responds, you can only send approved templates to customers. 

For example, in CRM Solution, unless the customer sends you a message within 24 hours, you will see a prompt to send a template. You can only send templates until the customer responds.

Conversations are opened when you send a template message or free-form message under the following conditions.

[Business-Initiated] Marketing, Utility, and Authentication Conversations

Marketing, utility, and authentication conversations are opened when you send an approved marketing, utility, or authentication template message to a customer and no open conversation with that category exists between you and that customer.

For example, if an open authentication conversation exists between you and a customer and you send them another authentication template message within 24 hours, a new conversation is not opened. If you send them a marketing message, however, a new marketing conversation is opened, resulting in two open conversations.

[Business-Initiated] Service Conversations

Service conversations are opened when you are within a customer service window, you send a free-form message to a customer, and no open conversation of any category exists between you and the customer.

For example, if an open conversation of any category exists between you and a customer and you send them a free-form message within 24 hours, no new conversation is opened. However, if no open conversation exists and the customer messages you (which starts a customer service window) and you reply within 24 hours with a free-form message, a new service conversation is opened.

[Customer-Initiated] Customer Service Windows

When a customer messages you, a 24-hour timer called a customer service window starts. If you are within the window, you can send free-form messages or template messages. If you are outside the window, you can only send template messages.

Multiple Conversations

It is possible to have multiple open conversations between you and a customer. This can happen in the following situations:

An open marketing, utility, or authentication conversation exists between you and a customer and you send them a template message of a different category within 24 hours.

An open service conversation exists between you and a customer and you send them a template message within 24 hours.

Duration of Conversations

Marketing, utility, authentication, and service conversations last 24 hours unless closed by a newly opened free-entry point conversation.

Free-entry point conversations last 72 hours.

WhatsApp Pricing

Unlike SMS, WhatsApp charges per conversation. Only business-initiated conversations are charged. The charge varies depending on the Template Category and country. All Customer-initiated or Free point conversations are free and are not charged. You must have a WhatsApp Subscription on the Sub-Account as well. 

[New Business-Initiated Conversation]: The amount charged is based on the template category used and the recipient's country.

[Customer-initiated Conversation]: No charge

[Free Entry Point Pricing]: No charge

Template Pricing (New Business-Initiated Conversations)

*Pricing is subject to change from time to time as per Meta’s policy.

Conclusion

WhatsApp, when integrated with CRM Solution, offers powerful tools for efficient communication and automation in your business workflows. Explore the possibilities today and enhance your business's messaging capabilities!

FAQs

If a contact sends me a WhatsApp Message, and then an SMS message, can I reply on both?

Yes, you will select the option you want to reply to. Also, we have color-coated and labeled all inbound messages by channel. WhatsApp is a Channel and SMS and a Channel. The only part is you will need to select the correct channel when replying.

Can I use an Existing WhatsApp Number?

Yes, but there are restrictions. To utilise CRM Solution (or any application-to-person system like it) you have to utilise a WhatsApp business account. You cannot use an existing WhatsApp number if it belongs to another WhatsApp account. This includes your personal WhatsApp Number. To change this, you need to release the number from an existing WhatsApp account. Then it can be added to an existing WhatsApp Account.

Learn how to remove from an existing account here:

Troubleshoot connecting your WhatsApp phone number to your business's Facebook Page 

How to delete a phone number from the WhatsApp Business Platform