Whatsapp Business es el protagonista en la omnicanalidad 2022

Every day 175 million people contact businesses via WhatsApp. This is a good reason to add WhatsApp Business to your omnichannel strategy.

WhatsApp Business is a business version of the classic messaging app. Small merchants access it for free from any device. While medium and large companies use the API, which requires integration with a customer communication management (CCM) system.

What impact does its implementation have on a company’s omnichannel strategy? Is it very complex to set up? We answer this and many other questions in this article.

Why is WhatsApp Business essential in the omnichannel strategy?         

WhatsApp is the leading global messaging application. According to statistics, the platform has 2 billion users per month worldwide.

If we talk about Latin America, its relevance is much greater, since in the region it is the most used for sending messages. As we can see in the following graph, 3 of the 5 countries that top the ranking of monthly use of the application are Latin American.

Tiempo de uso de WhatsApp
Source: State of Mobile Report 2022

Its great popularity led WhatsApp to launch the Business version in 2018, designed to professionalize the profiles of small businesses. It is free and offers improvements such as automatic reply messages, opening hours, contact details, website, and catalogs, among others.

Meanwhile, for medium and large companies, it implemented the API, providing a solution to the management of huge volumes of daily interactions with customers. It is an interface that allows connecting the WhatsApp channel to a communications management platform or Customer Communication Management (CCM).

More and more companies are committed to providing a better user experience and to do so they know that it is essential to offer the channels that the customer chooses.

However, it is important to note that to get the most out of the application, it is necessary to integrate it with existing communication channels. In this way, a true omnichannel strategy is obtained and the company offers a real improvement in the experience of its customers.

3 advantages of incorporating WhatsApp Business

WhatsApp’s official website mentions that large companies “can use it to provide assistance and send important notifications to their customers”. 

But its potential goes far beyond that. Since it is a channel that, due to its advantages, helps to build customer loyalty. To name a few:

  • More convenience for the user: it is easier for customers to communicate through a channel with which they are familiar, free of charge and with guarantees of confidentiality. It is also more inclusive. As in the case of older people who use this platform every day or people under 25 who prefer this medium over others.  


  • Personalized experience: The integration of WhatsApp and other communication channels generates real-time and historical data on interactions. The combination of this information optimizes customer service, while offering a strategic vision of the company’s processes.

  • Faster service: Thanks to the scalability of the system, it is possible to adapt to different levels of demand and the needs of each organization. At the same time, it is possible to alternate between the attention of bots and people, as needed. This not only optimizes the work of human resources but also provides users with a bidirectional communication channel.

For example, some entities in the financial sector are already exploiting the full potential of WhatsApp to provide personalized communication to their customers, offering services such as

  • Balance inquiry
  • Credit management
  • Account opening
  • Downloading statements
  • Making payments.

In this way, procedures that previously had to be carried out in person or by telephone are now simpler. That is why the organizations that implemented it have seen a significant increase in their customer base and customer satisfaction.

How to successfully integrate WhatsApp Business to your channels

As we saw, implementing the WhatsApp API requires its integration with a platform that manages all customer communications in an omnichannel way. As, for example, Coldview CCM from where you can compose, customize, send and monitor all communications through the digital channels of your organization.

For the incorporation of WhatsApp to be effective, the platform must have attributes such as

  • Facilitate omnichannel: For example, by supporting with native connectors via email, social networks (TW DM), WhatsApp, PNS to mobile apps, and SMS.

  • Send customer-tailored messages: Through the application of parameterizable business rules and the possibility of generating mass campaigns with segmentation.

  • Support bidirectional communication: So that customers can interact with the organization.

  • Security measures: On the one hand, provide integration with the company’s existing security systems. And, at the same time, offer access through the configuration of permissions and users.

These are some of the advantages of Coldview CCM, a platform that enhances the use of WhatsApp as part of your omnichannel strategy.  

From what we have seen, incorporating WhatsApp into your organization’s communication channels will help improve the experience of current customers, building loyalty and attracting new ones.

To achieve a successful implementation, you will have to count on three factors:

1) Comply with the conditions set by Meta (ex-Facebook) to use the WhatsApp Business API.

2) Having a platform, such as Coldview CCM, to help you orchestrate all incoming and outgoing communications in your organization.

3) Last but not least, you need an experienced team of professionals to accompany the process step by step.

Get in touch and we will help you overcome this challenge.

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