Connecting with customers has evolved from traditional marketing strategies to more personal interactions, meeting consumers where real-time engagement happens. An example of this is conversational marketing, which utilizes messaging apps like WhatsApp Business. Over the years, I’ve observed how WhatsApp Business has become a valuable tool for small business owners due to its convenience and the app’s ability to customize messages based on the target market.
In this article, I’ll outline the steps on how to use WhatsApp for business as a guide for small business owners, and provide some tips and best practices to maximize the app’s capabilities.
Why use WhatsApp for your business
Before I dive into the steps for using WhatsApp for business, let me share a few key points on why this platform is one you shouldn’t miss.
Growing monthly active users
WhatsApp is the third-most used social media platform (following Facebook and YouTube, and tied with Instagram). The number of WhatsApp users has increased exponentially throughout the years; early this year, the app recorded three billion monthly active users. According to the same source (Statista), in the United States alone, over 85 million people use WhatsApp. This is a sign that not only are consumers going digital, but they are also leaning toward a more personalized approach when dealing with brands.
WhatsApp’s monthly active users throughout the years. (Source: Statista)
Consumers can message you directly
With a cross-platform messaging app like WhatsApp, you give consumers the power to communicate with you in a personal yet professional manner. Businesses can send voice messages, images, and even quick updates while maintaining their branding, which I personally appreciate.
To support this, a study by WARC and Meta revealed that “71% of online adults are more likely to purchase from a company they can contact via messaging.” Another study from Forrester found that “50% of US online adults surveyed use chat to make purchases.”
How to set up WhatsApp for business: Step-by-step guide
WhatsApp Business is free to download and simple to get started with. Below is a step-by-step guide on how to start using the app, along with the key features that you need to configure.
1. Download the WhatsApp Business app
The first step is to download the app from either Google Play (for Android users) or the Apple App Store (for iPhone users). Make sure to select the “Business” version of the app to keep your professional communications separate from your personal messages.
After installing and launching the app successfully, don’t forget to verify your business phone number.
Input and verify your number to start using the app. (Source: WhatsApp)
When setting up your WhatsApp Business account, I recommend using a dedicated business phone number from a reliable virtual phone number provider such as Grasshopper. For just $18 per month, Grasshopper enables you to choose a business phone number that you can share with your team members. Sign up for a free trial to get started.
2. Build your business profile
Once your phone number has been verified, the next step is to create your business profile. Click on Settings, then Business Tools, and then tap Business Profile. Here are the details you need to provide to complete the setup:
- Business name
- Business category
- Logo or profile image
Type your business name and select a category. (Source: WhatsApp YouTube account)
Aside from the essential details, you also need to provide information like location, store hours, email address, and website.
Input your specific business hours, address, and website. (Source: WhatsApp YouTube account)
Filling in these details will enable leads and customers to find you easily and reach out to you right away.
3. Create a product catalog
Think of this step as a digital storefront where your products and services are being showcased, right on the app. To build your catalog, complete with photos, pricing, and descriptions, go to Business Tools and click Catalog.
Having a catalog lets business owners upsell as they address inquiries. (Source: WhatsApp YouTube account)
4. Set up auto-replies
From the same dropdown (Settings > Business Tools), select the type of messages you’d like to configure: greeting message, away message, and quick replies. These three are the most critical auto-replies to capture all potential and existing customers’ inquiries.
There are three main types of messages you can customize: greetings, away messages, and quick replies. (Sources: YouTube and Brevo)
Select Away message and activate it by toggling the button to its right. You can then start editing your message. Repeat these steps to customize your greeting messages and quick replies. Make sure to configure the schedule and recipients to align with your business operations.
Toggle the “Send greeting message” button to enable it. (Source: YouTube)
5. Label your chats
Keep your communications organized by creating color-coded labels and adding them to important customer messages. You can make up to 20 labels. For instance, if you’d like to mark all new inquiries, you can assign a specific color to them. You can do the same for pending orders, customer feedback, repeat customers, or even completed orders, depending on how your business operates.
To add a label to any chat, simply tap and hold the chat, then tap the label icon . Create a new label (or select an existing one). Lastly, tap Save. If you need to apply multiple labels to a chat, there’s an option to stack them.
Assign specific labels to chats to keep track of them. (Source: WhatsApp)
Other features you can take advantage of to maximize your WhatsApp Business include the following:
- Click-to-chat URLs: Generate a custom WhatsApp link that customers can use to send you a message without saving your phone number on their devices. This feature makes it easier for people to contact your business as you can just display this link on your social media pages, online ads, or in emails, and they can click on it whenever they need assistance.
- Facebook and Instagram integrations: These social media platforms, including WhatsApp, are all owned by Meta, so it’s easy to integrate links, run ads, and sync messages. Through these integrations, you can direct customers and leads to your WhatsApp Business account.
How businesses use WhatsApp: Real-life examples
WhatsApp Business supports various industries, including retail, automotive, technology, telecommunications, and the restaurant sector. To give you an idea of how brands are utilizing it, here are a few examples:
Technology: Lenovo
Lenovo, a popular tech brand, utilized WhatsApp Business to set up a self-managed scheduling system. Specific to its Indonesian market, Lenovo let customers book technical service appointments using the app. As a result, the Lenovo team was able to reduce long queues in its retail stores and prevent delays in providing services.
Beverage: Powerade
Through the WhatsApp Business platform, Powerade, a brand created and distributed by The Coca-Cola Company, was able to create an immersive mobile experience for its audience and Olympic Summer Games fans. Some of the highlights of this initiative include the once-in-a-lifetime ability to send and receive messages from their favorite athletes. The company also launched an active medal tracker through the app, along with quizzes, athlete information, and event schedules.
Restaurant: Domino’s Pizza
Domino’s Pizza Indonesia launched a loyalty program by printing QR codes on its pizza boxes. Scanning these QR codes directed customers to Domino’s Pizza’s WhatsApp Business account, where they can upload their receipts and verify the transactions. Upon verification, they would receive cash vouchers via email. Through the app, customers also received notifications, messages, and incentives to keep them engaged.
Best practices and tips for using WhatsApp Business
WhatsApp Business has a broader goal of helping businesses and brands establish trust among stakeholders, add value to their services, and maintain high engagement levels. When used correctly, this platform can help streamline communications, nurture leads, and enhance customer experiences.
- Get your customers’ consent: To avoid being flagged as spamming or, worse, getting banned, always secure your target audience’s permission for marketing messages. Ensure that you have customers or leads agree to opt-in to any marketing messages, updates, or notifications, which also showcases your professionalism.
- Maintain branding, but keep it conversational: People use their WhatsApp accounts primarily for messaging. Hence, sounding too salesy may come off as hard-selling. Another tip is to avoid sending text blocks. As a consumer, I prefer short yet clear and friendly messages. If it’s aligned with your branding, use first names when addressing your audience.
- Respond quickly, ideally within 24 hours: To keep conversations going and the interest high, respond promptly and reply within a few hours. The reason people choose WhatsApp over email and phone calls is that they expect this messaging platform to provide faster responses. If you can’t reply right away or if it’s outside your working hours, don’t forget to set up your away message or quick replies.
- Monitor messaging stats regularly: Make the most of your WhatsApp Business account by analyzing the results and performance of your messages. For instance, look into which types of replies received the fastest responses or what kind of messages gained more clicks or sales. With the app, you can also track which promotions were converted to inquiries.
- Don’t overdo it: While it’s tempting to release promotions or check in on your customers frequently, overdoing it might lead to fatigue. Plan your outreach carefully and be mindful of the timing to show respect; it’s best to send messages within business hours only. Present them with options on when they would like to receive updates from your team (e.g., weekly or monthly).
Bottom line
When utilized and managed properly, WhatsApp Business can be a valuable tool for generating leads and increasing customer engagement. While it’s primarily for growing your business, keep in mind that people use the platform as a messaging app. Therefore, it’s important to maintain a friendly tone and avoid sending excessive messages that could be tagged as spam.
Take advantage of this free and easy-to-use platform to connect with your stakeholders and boost sales.
Frequently asked questions (FAQs)
The main difference between these two is that WhatsApp Business is a business communications platform, while WhatsApp is a personal messaging tool.
If you’re looking for a solution to attract new customers and increase your sales, choose WhatsApp Business. On the other hand, if you need an app to communicate privately with your family, friends, and businesses you follow, choose WhatsApp.
Yes. WhatsApp Business is a free-to-download app. However, the platform charges based on the number of conversations. According to its website, the first 1,000 conversations per month are free.
Yes. WhatsApp Business utilizes end-to-end encryption and two-factor authentication. It also complies with the General Data Protection Regulation (GDPR). Furthermore, the platform provides additional security features that enable users to control privacy settings and block unwanted users.
