If you want to use WhatsApp in business for marketing, customer service or sales, you'll soon face the question: WhatsApp Business vs. WhatsApp Business Platform? As WhatsApp has developed two platforms for businesses, many aren't sure which one to use. We'll explain the differences!
WhatsApp provides two solutions for companies that want to use the messaging app commercially, the WhatsApp Business App and the WhatsApp Business Platform (formerly: WhatsApp Business API).
⚠️Important: the private WhatsApp app is not allowed for commercial use!
WhatsApp Business vs. WhatsApp Business Platform: A short overview
WhatsApp Business app
This business solution from WhatsApp is geared towards small companies with up to about five employees. It offers some useful tools, such as setting up a business profile, uploading a product catalog, and being able to answer customer questions in personal chats.
This version is free, but lacks many (scalable) business tools. For example, you can't integrate chatbots, send an unlimited amount of bulk messages, nor integrate CRM systems or scale marketing campaigns. Companies also aren't able to get the official WhatsApp Business profile (green tick).
All of that only works with the WhatsApp Business Platform.
💡What are the disadvantages of the WhatsApp Business app?
WhatsApp Business Platform
The WhatsApp Business Platform gives businesses access to WhatsApp's API interface, and some premium features, such as chatbots, integrations of CRM and e-commerce interfaces, automated message templates, WhatsApp marketing tools, and much more. This version isn't free of charge, but it's the only one that lets use all of WhatsApp's business features, and also guarantees 100% data compliance.
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What does the WhatsApp Business Platform offer that WhatsApp Business doesn't?
The WhatsApp Business Platform offers businesses more options. Here, you can:
- Send marketing messages (potentially) without limitations
- Integrate chatbots
- Connect CRM systems and store and analyze customer information
- Get the green tick
- Guarantee 100% data protection
So, if you have more than five employees, want to scale your business on WhatsApp, use all the tools in the WhatsApp tool kit, and guarantee 100% data protection, you'd typically want to use the WhatsApp Business Platform.
I'm already using the WhatsApp Business app: Can I still switch?
If you're already using the WhatsApp Business app, you've probably already noticed the limitations of the app. The good news is: it's not hard to switch from the WhatsApp Business app to the API.
In order to switch, you can:
- Use Meta's cloud: gives you access to the API, but it requires IT skills, and isn't as customizable as some other solutions.
- Build your own infrastructure to the API: this lets you build your own software entirely to your liking, but is costly and requires legal knowledge and IT know how (plus regular maintenance).
- Use a ready-to-go WhatsApp software from a professional provider like Sinch Engage: this allows you to get started right away (no special IT skills necessary) and use all the features of the WhatsApp Business Platform, and customize the platform with the help of our team.
Three companies that have switched to the WhatsApp Business Platform
Moving from the WhatsApp Business app to the Platform isn't complicated and brings many advantages.
1. Online paint retailer "MissPompadour": Managing customer requests is finally easy
MissPompadour sells high-quality DIY paints online. This requires a lot of prior consultation. Initially, MissPompadour used the WhatsApp Business app for this. But at some point, the paint retailer counted 500 orders a day, which just couldn't be managed on a smartphone and without a professional tool anymore.
That's why MissPompadour decided to switch to the WhatsApp Business Platform. In just a few days, MissPompadour moved to the platform with Sinch Engage.
With being able to easily manage all their WhatsApp chats on one platform and connecting their CRM systems, MissPompadour was able to personalize their communication even more, which started ramping up sales. Now, nine out of ten WhatsApp chats end in a sale for MissPompadour.
2. Affiliate platform for influencers stylink: Automating support
The affiliate platform stylink helps influencers create affiliate links for their social media profiles. Stylink sends these links via WhatsApp. This worked okay on the Business App with a few links at first, but once the stylink team got to a higher number of links, doing this manually, keeping track of the sent messages, and keeping the limits of business-initiated messages on the business app became a chore.
Stylink needed a scalable solution with a CRM interface, chatbots, and WhatsApp notifications to automatically send the tailored links. That's how they ended up on the WhatsApp Business Platform with Sinch Engage.
With Sinch Engage, they weren't only able to send and keep track of the links, they were also able to grow their user base, and even expand internationally. Now, the German company also uses Sinch Engage to communicate with its US users on iMessage (through the same inbox!).
3. Marketing agency I love DESIGN: scalable solution
At first, the marketing agency I love DESIGN had set up their customer service team on WhatsApp through the WhatsApp Business App, and every employee had the "WhatsApp phone" once a day. But at some point, the agency had so many requests that the system no longer worked, and they needed a scalable solution that allowed multiple users and devices (and the same number) simultaneously.
That's when the decided to make the switch to the WhatsApp Business Platform with Sinch Engage. The switch was made in no time, and the new possibilities the new platform brought brought a good return on their investment.
With Sinch Engage, switching to the WhatsApp Business Platform is quick and easy
The WhatsApp Business App is not enough for most companies. Yet, many hesitate to switch to the WhatsApp Business Platform because they fear it's complicated, and that they lose their customer information or phone number in the process.
However, switching is much easier than most people think, especially when implementing a ready-to-go messaging solution for WhatsApp and other messaging apps like Sinch Engage!
Switching to Sinch Engage only takes a few days, and requires zero special IT skills.
- The existing phone number can be carried over.
- Existing chats and customers aren't lost.
- Comprehensive onboarding and personal support from the team.
Get in touch, and our team is happy to walk you through the process!
