After eight years being part of our lives, introductions with the most popular instant messaging application are not necessary. WhatsApp has 1.2 billion active users around the world. And, they also never tire of using it, since 50 billion messages are sent every day, including GIFS, images and videos. In a place where communication flows in such quantities, a version for companies could not be missing; so it’s here WhatsApp Business.
What’s new in WhatsApp Business?
This is an application with the same purpose as the standard version: communication through a chat. The new features that this update incorporates are based on the identification of companies and direct customer service. We explain how it works:
1. Business profiles are verified. Just like on social networks, companies that use WhatsApp Business will have a small verification icon. In this way, the user ensures that they are really contacting the brand, leaving no room for possible fake accounts.
2. Customer service. This is a perfect channel to maintain constant communication with customers. In fact, a privileged few have already been able to put the app into practice in its beta version. For example, airline KLM has created a new customer service department made up of 250 agents who provide real-time information and help in 10 different languages.
3. Users choose. The ease of sending messages through the application may lead to rivers of spam. Therefore, the user has the ability to block the company profile and report it as spam.
Although all these features are not completely confirmed, since, for now, it is only working in beta version for some companies. When it is officially launched, it may incorporate new functions or modify those already announced.
On the other hand, WhatsApp has to get some benefit from all this. Large companies will have to pay an amount (there are no figures yet) monthly for the service. However, the application will be free for small and medium-sized businesses.
Advantages of incorporating WhatsApp into your marketing strategy
The use of this app is so widespread that it would be a mistake not to include it in the marketing strategy of any company, no matter how small. It is a very close and free communication tool for both the user and the brand (for now). So the advantages practically list themselves.
– The messages sent are displayed. With email, many of the emails sent by companies end up in the spam folder without having been opened. However, with WhatsApp the message reaches the user directly, guaranteeing its visualization in most cases.
– Allows you to segment the target audience. To use the application as a communication tool, you must first have a contact list. The best thing for a campaign is to section the audience and create groups differentiated by their interests. In this way, communication will be even more direct and personalized. And the client will appreciate receiving only messages on topics that may interest them.
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