WhatsApp Business API Provider
WhatsApp, boasting a massive user base of 2 billion, is a powerful tool for any customer-centric business. But to utilize WhatsApp for business communication, you’ll need a WhatsApp Business API Provider (BSP). But with so many options, selecting the right BSP can feel overwhelming. This guide will help you navigate your choices!
What is a WhatsApp Business API provider?
A WhatsApp Business API Provider is a company authorized by WhatsApp to offer access to the WhatsApp Business API. This API allows businesses to integrate WhatsApp messaging functionalities into their existing systems.
Since May 2022, there are two types of WhatsApp API available: the WhatsApp Cloud API and WhatsApp Business API. These premium solutions enable businesses and enterprises to communicate and convert customers effectively. While the WhatsApp Cloud API can be obtained from WhatsApp BSPs, this blog focuses on the WhatsApp Business API.
How does a WhatsApp Business API Provider help?
By connecting to the WhatsApp Business API through a provider like iMBrace, brands can scale personalized and automated conversations immediately. From marketing messaging and social selling to customer support and personalized notifications, these providers offer various functionalities to enhance customer engagement.
Broadcast messages with WhatsApp
WhatsApp Broadcast offers a powerful tool to reach both potential and existing customers. It goes beyond simple messaging by allowing you to include interactive messages and call-to-action (CTA) buttons, boosting customer engagement.
Streamlining Sales with WhatsApp Business
For some customers, navigating e-commerce websites can be a hassle. Building and optimizing an online buying journey takes valuable time.
WhatsApp Business offers a simpler solution: the WhatsApp catalog and payment links. These features allow customers to browse products in WhatsApp, and pay directly within the familiar chat interface. Leverage this to your brand's advantage by creating a seamless shopping experience directly within WhatsApp.
Customer Service with WhatsApp
Elevate your customer experiences by providing exceptional support where your customers already are. Moreover, you can manage conversations efficiently by utilizing the features such as multiple logins and bots, to streamline support workflows and handle inquiries effectively.
Remind and Update Customers with Personalized Notifications
Auto sends delivery statuses, and other order details to customers. No more copy and paste jobs, at the same time make no mistakes.
Power Up Support with Conversational AI
WhatsApp Chatbot can address frequently asked questions (FAQs), provide instant 24/7 support and free up human agents for more complex issues. Customer information during interactions can also be collected for targeted marketing campaigns, allowing you to personalize your marketing strategies and boost engagement.
WhatsApp Business Providers: Official vs Third-Party
This section highlights the similarities and differences of these three WhatsApp Business Providers: 360dialog, Chat API, and Twilio.
360dialog & Twilio
360dialog and Twilio are official WhatsApp BSPs, offering rich messaging capabilities such as files, images, location, audio, video, links etc.
Chat API
Chat API is a third-party WhatsApp Business API Provider that can create chatbots and integrate WhatsApp with business systems. Although Chat API is convenient, it lacks the stability and authenticity provided by official providers.
Official vs Third-Party
| Official (360dialog & Twilio) | Third-Party | |
|---|---|---|
| Broadcast | Instant and no limitation. Sending limit can be increased based on WhatsApp approval. | 6000 messages /day 5 sec interval /message |
| Legality | Approved by WhatsApp | Violates WhatsApp’s terms (WhatsApp may take legal actions) |
| Message content sent | Template message approval required | No limitation |
| Verified green badge | Available | Not available |
| WhatsApp Groups & User Profiles | Not supported | Supported |
Third-party providers like Chat API offer more freedom in message content, but come with drawbacks. They lack the functionality and security of official WhatsApp Business Solution Providers (BSPs) like 360dialog and Twilio. On the other hand, official BSPs require businesses to submit messages for approval beforehand to prevent spam. This ensures a higher quality experience for both businesses and customers.
WhatsApp Messaging Limits
- Third-party providers: Services like Chat API typically limit daily messages to 6,000 and send them with 5-second delays to avoid spam flags. However, using unofficial providers like Chat API increases your risk of being blocked by WhatsApp.
- Official providers: 360dialog and Twilio offer instant message delivery and unlimited broadcasts (pay-as-you-go).
Regardless of the provider (Chat API or official options), never spam users you haven't interacted with before.
Reliability and Verification: The Green Tick Advantage
- Third-party providers: Chat API offers a familiar experience, mirroring functionalities like user profiles and groups found in WhatsApp web and desktop. However, it lacks the official stamp of approval.
- Official providers: In contrast, businesses using official WhatsApp Business Solution Providers (BSPs) like 360dialog and Twilio can apply for the coveted green verified badge. This badge signifies legitimacy and builds trust with customers right from the start, a crucial advantage unavailable with Chat API.
WhatsApp template & session messages
WhatsApp Official Business Solution Providers (BSPs) like 360dialog, and Twilio ensure your messages comply with the WhatsApp regulations through template and session messages.
Template Messages
Pre-approved message formats for marketing or outbound notifications such as delivery alerts, appointment reminders and more.
- Required for messages sent over 24 hours after a user’s last response.
- Categorized conversations starting June 2023 (Utility, Authentication, Marketing).
- Submission for approval is necessary, with costs varying by country.
Session Messages
Messages exchanged within a user-initiated conversation (lasting 24 hours from the last received message). Can be initiated by waiting for a user message or sending a Template Message to prompt a response.
Phone Number & Connectivity: Key Differences
| Official (360dialog & Twilio) | Third-Party (Chat API) | |
|---|---|---|
| New phone number | 360dialog: New or existing business phone number required
Twilio: A new virtual number required |
Not required |
| WhatsApp web/desktop | Not applicable | Must be disconnected |
| Phone internet connectivity | Not required | Always required |
| WhatsApp Business App Connectivity | Not required | Always required |
While Chat API lets you use your existing phone number, it comes with limitations:
- Constant Online Presence: The WhatsApp Business App needs to be constantly online, impacting stability in areas with low connectivity.
- Limited Device Usage: Chat API requires the phone to be connected and cannot be used with WhatsApp Web/Desktop, increasing the risk of missed messages.
Official BSPs Offer More Flexibility:
- No Constant Connection Needed: 360dialog and Twilio function even without a constant internet connection or the WhatsApp Business App running.
- Multi-device Logins: They allow simultaneous logins on multiple devices, ensuring messages reach the most qualified agent for faster customer support.
WhatsApp Business API Provider Fees and Pricing
| WhatsApp Business API Provider | Official (360dialog) | Official (Twilio) | Third-Party (Chat API) |
|---|---|---|---|
| Phone number cost | USD 6 – 25 /virtual number | USD 6.50 /Skype number | Not applicable |
| Provider service cost | USD 50 – 65 /month | USD 0.005 /message | First WhatsApp number free USD29 /month per additional WhatsApp number (no longer applicable as of June 2022) |
| First 1000 conversations | Free | Free | Not applicable |
| User-initiated conversations | USD 0.0224 /conversation | USD 0.0224 /conversation | Not applicable |
| Business-initiated conversations | USD 0.0745 /conversation | USD 0.0745 /conversation | Not applicable |
Onboarding Efficiency: Third-Party vs. Official Providers
| Third-Party (Chat API) | Official (360dialog & Twilio) | |
|---|---|---|
| Account approval period | Instant | 1 – 2 weeks |
| Template message approval period | Not applicable | < 48 hours |
Chat API Onboarding:
- Download WhatsApp Business App (iOS/Android).
- Scan QR code with the app for setup.
360dialog Onboarding:
- Provide a new or existing business phone number (Skype number or current WhatsApp Business number).
- Fill in the applicant form and provide credit card info (USD $25/month).
- Connect Facebook Business account and create WhatsApp Business profile.
- Generate API key for connection.
Twilio Onboarding:
- Create a Twilio Account: Sign up for a Twilio account and apply for a virtual phone number for your WhatsApp Business account.
- Facebook Verification: Submit your business registration documents to Facebook for verification and approval. This process typically takes 1-2 weeks (refer to Twilio’s guide for details).
Template Message Approval (After Account Approval):
Once your account is approved, submit your WhatsApp Template Messages for review. These predefined messages require approval before sending to customers and typically receive a response within 48 hours.
Usage: Official BSPs vs. Chat API
| Official | Third-party | |
|---|---|---|
| Optimal company size | Medium to large enterprises | Small to medium business |
| Best for | Marketing, sales, customer support, updates, and more | Customer support & notification update |
Official Business Solution Providers (BSPs) offer a wider range of functionalities compared to Chat API:
- Verified Business Profile: Establish trust and brand identity.
- Interactive Buttons & List Messages: Enhance user engagement.
- Personalized Promotions: Targeted marketing through broadcasts.
Benefits of Upgrading to Official Providers:
- Free Tier: 1000 user-initiated conversations per month (varies by provider).
- Competitive Pricing: Lower costs compared to Chat API*.
- Broadcast Capabilities: Send bulk messages without restrictions.
- Green Tick Verification: Enhance brand credibility (subject to eligibility).
WhatsApp Business API Provider Comparison
| Feature | Chat API* (No Longer Available) | Official (360dialog & Twilio) |
|---|---|---|
| Verified green badge | Not available | Available |
| Monthly cost | USD29* | 360dialog: USD25 /month |
| Best for | Customer support & notification updates | Marketing, sales, customer support, updates & chatbots |
| Optimal company size | Small to medium businesses | Medium to large enterprises |
| Account approval period | N/A | 1 to 2 weeks |
| Message content sent | No limitation | Template message approval required |
| Broadcast | 6000 messages /day (5 sec interval /message) | Instant, no limitation (increases with approval) |
| WhatsApp groups & user profiles | Supported | Not supported |
| New phone number | Not required | 360dialog: New or existing Twilio: New virtual number |
| Virtual number cost | Not applicable | USD 6 – 15 /number |
| Template message approval period | Not applicable | Within 48 hours |
| User-initiated/ service conversation | N/A | USD 0.0224 /conversation |
| Business-initiated conversation | N/A | USD 0.0745 /conversation (old); USD 0.0425 – 0.0732 /conversation (June 2023) |
| Phone internet connectivity | Always required | Not required |
| WhatsApp Business App connectivity | Always required | Not required |
| WhatsApp web/ desktop | Must be connected | Not applicable |
| Existing contacts & conversation hsitory | Saved & imported | Saved & imported |
