WhatsApp vs. Facebook Messenger for companies: Which messaging app do I use for what?

WhatsApp vs. Facebook Messenger: What are the differences between the two messaging apps? What are the advantages of which app for businesses? We sat together with Martin Theinert, Client Partner at Meta, to explain what instant messaging app is best for what. 

WhatsApp and Facebook Messenger from Meta are the two of the most popular messenger apps in the world. According to a new Meta study, 75% of consumers prefer reaching out to businesses on a messaging app. So, naturally, both, WhatsApp and Facebook Messenger are at the top of the list of channels that companies use for their customer communication.

But contrasting WhatsApp vs. Facebook Messenger: is one better for businesses than the other? That's exactly what we talked about with Martin Theinert. He's a Client Partner at Meta, and lays out what instant messaging app is best used for what.

WhatsApp vs. Facebook Messenger: Which instant messaging app should I use for my business?

As is often the case with customer communication, there is no one perfect channel. You can reach a broad target group with both, Facebook Messenger and WhatsApp. So, the "best" channel really depends on what your specific use case is. 

So, let's take a closer look at the two apps. 

First, it's important to keep in mind that WhatsApp and Facebook Messenger were designed with two different goals in mind, says Martin Theinert.

With WhatsApp, the main goal is to be able to communicate even in the most remote corners. With Facebook Messenger, the focus is more on the features — even though WhatsApp has made a lot of progress in this area in recent years, especially in the business sector.

These are the strengths of Facebook Messenger

Facebook Messenger is already directly integrated into the Facebook universe. "Every company that has a Meta Business Page already has Messenger as a gateway for customer inquiries," says Theinert. 

This eliminates the need for many processes that often still occur with WhatsApp. With WhatsApp, for example, you still have to link your Meta business profile to WhatsApp and have your account verified.

"For companies, it's super easy to start with the Messenger from Meta"

Martin Theinert, Client Partner Meta

The Messenger app is also often less complicated for customers. Because when they look at a company's profile on Facebook, they can ask questions directly without having to switch platforms. 

Facebook is also more holistic as a platform, and from stories to chatbots to ads offers many options to reach (potential) customers. Companies can therefore tailor their customer approach via Messenger to target groups, define different approaches and goals, and map all stages of the customer journey in Messenger, from marketing to sales to re-engagement.

"In Meta's Messenger, companies can direct people in different conversations using different ways to address users. This results in a great many exciting possibilities, even beyond customer service."

Martin Theinert, Client Partner Meta

Meta's Messenger is therefore not only very well-suited for customer service, but also for marketing and sales. If companies also combine Facebook Messenger with chatbots, there are even more possibilities. "Other exciting use cases include appointment bookings or product configurations, but also consulting." Theinert sees potential here, especially in industries that require more consultation.

In addition, Theinert has some more tips on using Facebook Messenger for businesses:

• Companies should respond within 24 hours.
• A chatbot at the beginning of the dialog should already narrow down the topic of what it can be asked.
• For more complex cases or a more pleasant customer experience, AI chatbots that are better at recognizing what customers want may also be worthwhile.
• Every bot should have a human escalation path, i.e., a way to hand off to a "real agent."
• Before companies build a chatbot, it's advisable to consider what customers actually want from this channel (selling products vs. service vs. news?).

​​​​By the way: In 2022, Meta brought the broadcast back to Facebook Messenger for all businesses. This makes Messenger truly a multi-talent for customer communication. 

The strength of WhatsApp for businesses

While Facebook Messenger offers many features and a native user experience, WhatsApp beats Meta's Messenger in terms of reach and popularity.

Aside from the free WhatsApp Business app for small businesses, there's also business solution for larger companies, the official WhatsApp Business Platform (API). 

💡WhatsApp Business vs. WhatsApp Business Platform: What's the difference?

The WhatsApp Business API offers two great ways to interact with customers: through the personal one-on-one chat which is great for customer support and consultations, and through the business-initiated notifications that are perfect for marketing. 

In recent years, Meta has increasingly equipped this API with new features, so that companies also have many options here, from broadcasts and conversational commerce to customer care and the integration of chatbots.

While users have to get to the WhatsApp chat with a company either by directly contacting them or through a click-to-chat link, it's worth it because WhatsApp is so much more popular than Facebook Messenger. 

Globally, more than two billion users are on WhatsApp (vs. roughly 900 million on Messenger). And what's even more important: users that have WhatsApp literally live on WhatsApp. They use the messaging service to talk to their friends and family, to stay in touch with co-workers, but also to order food, get an Uber, or shop groceries. 

That makes WhatsApp also very attractive for businesses.

WhatsApp vs. Facebook Messenger: Which service do I use for what?

Facebook Messenger beats WhatsApp when it comes to easily integrated functionalities and a consistent user experience. WhatsApp, on the other hand, simply reaches more people and is the app that people in a lot of markets, such as India, Singapore, UAE, or many parts of Europe prefer. 

So when choosing WhatsApp vs. Facebook Messenger, it really depends on the use case. Do you have, say, a large and engaged audience on Facebook? Then Facebook Messenger is probably the better choice for you. 

Are you doing business in a country where Messenger is very popular, such as France, the US, or Australia? Then you should also bet on Facebook Messenger. If, on the other hand, your customer base prefers WhatsApp, that's where you should be. In other words: meet your customers on the messaging app they prefer! 

And: It doesn't always have to be either or. Of course, you can also offer several messenger apps for your customer communication!

Facebook Messenger or WhatsApp for your business? Both!

If you want to use (more than one) messenger app in your company while handling all incoming conversations on the same platform, the easiest approach is to use a pre-built messaging platform. 

Sinch Engage, for example, is a professional platform that supports not only WhatsApp and Facebook Messenger, but also Instagram Direct Messages, Apple Messages for Business, Telegram, and Viber. This means that your customers can contact you on the instant messaging app they prefer, while you manage everything from the comfort of your desktop, and through one central inbox.

So, with Sinch Engage it's not either or, but you get the best of both worlds! 

---