WhatsApp Business App or API?
For businesses, WhatsApp Business represents a unique opportunity to revolutionize their approach to instant messaging and significantly improve customer engagement.
Thanks to its widespread use, WhatsApp enables direct, instant connections with customers, making it easier to solve problems and answer questions in an efficient, personalized way.
There are two main ways to use WhatsApp for business purposes.
The aim of this page is to help you understand these two options, their features, benefits and limitations, so that you can choose the one that best suits your needs.
The aim of this page is to help you understand these two options, their features, benefits and limitations, so that you can choose the one that best suits your needs.
In the following sections, we’ll look in detail at each solution, the concrete use cases and the key differences to guide you in your choice.
Transform your customer relationships with our WhatsApp Business API guide.
WhatsApp solutions for businesses
WhatsApp offers two main solutions for businesses: the WhatsApp Business application and the WhatsApp Business Platform (API). Each is designed to meet specific needs according to the size and objectives of the company.
WhatsApp Business App: the solution for small and micro businesses
- Customizable company profile:
Companies can create a business profile with essential information such as name, description, address, opening hours and contact details. - Integrated product catalog :
the application enables companies to present their products or services directly in the interface. - Simple automated messages:
Businesses can set up greetings, out-of-office messages and quick responses to respond instantly to common customer queries. - Tags to organize conversations:
Users can organize their chats using tags, making it easier to manage conversations and track customer requests.
- Free and easy to configure: The application is available free of charge, making it an attractive option for small businesses on a limited budget.
- Ideal for companies with limited automation needs: this solution is suitable for companies that do not require complex automation or integration with other systems.
- Direct, personalized communication: WhatsApp Business enables companies to communicate directly with their customers.
- Manual management: most interactions have to be handled manually, which can become time-consuming as the volume of messages increases.
- No advanced automation or integration with CRM: automation features are limited, which can be a problem for companies wishing to manage a large number of requests or integrate their existing systems.
- Limited scalability: as a company grows, its communication needs may exceed what the application can offer.
- Answers to frequently asked questions Frequently asked questions: the application provides quick answers to common customer queries, such as opening times or product availability.
- Simple order tracking Small businesses can use WhatsApp to keep customers informed about the status of their orders.
WhatsApp Business Platform (API): an advanced solution for medium and large enterprises
TheAPI-based WhatsApp Business platform is designed to meet the more complex needs of medium-sized and large companies looking to optimize their large-scale customer communications.
- CRM integration with third-party systems:
The API enables seamless integration with various CRM systems and other software tools used by the company, facilitating customer relationship management. - Advanced automation via chatbots:
Companies can deploy sophisticated chatbots capable of handling a large number of requests simultaneously, offering 24/7 customer support without constant human intervention. - Multi-user management:
This feature enables multiple customer service agents to simultaneously manage conversations on the same account, which is essential for large teams. - Large-scale personalized marketing campaigns:
Companies can create and send targeted marketing campaigns to their customers, increasing engagement and conversion rates.
- Ideal for high message volume and complex requirements: the API is designed to efficiently manage a high volume of communications while responding to a variety of complex requests.
- Personalization and segmentation: companies can segment their audience to send messages tailored to the specific needs of each group, improving marketing efficiency.
- Enhanced engagement: messages sent via WhatsApp generally have higher open and response rates than those sent by email, increasing customer engagement.
- Secure exchanges: thanks to end-to-end encryption, all communications are secure, protecting sensitive data exchanged between the company and its customers.
- Advanced integration: connect WhatsApp to your existing technology stack, including customer service, CRM and sales systems, for a unified customer experience.
- Ideal for high message volume and complex requirements: the API is designed to efficiently manage a high volume of communications while responding to a variety of complex requests.
- Personalization and segmentation: companies can segment their audience to send messages tailored to the specific needs of each group, improving marketing efficiency.
- Enhanced engagement: messages sent via WhatsApp generally have higher open and response rates than those sent by email, increasing customer engagement.
- Secure exchanges: thanks to end-to-end encryption, all communications are secure, protecting sensitive data exchanged between the company and its customers.
- Advanced integration: connect WhatsApp to your existing technology stack, including customer service, CRM and sales systems, for a unified customer experience.
Comparison table: WhatsApp Business App vs API
Although the WhatsApp Business application may be suitable for very small businesses, the WhatsApp Business API is the ideal ideal solution for ambitious ambitious looking to optimize their customer communications on a large scale. With its advanced automation capabilities, deep integration and unlimited scalability, the WhatsApp Business API offers a significant return on investment for companies wishing to fully leverage the power of WhatsApp in their customer communication strategy.
AdvancedWhatsApp Business API features
Available message types
The WhatsApp Business API offers several message types to meet the varied needs of businesses.
Before using these message templates, the company must obtain Meta’s approval. This rapid process, generally taking less than an hour, guarantees compliance with the guidelines. Submission can be managed via the Meta platform, or delegated to a partner such as M Target.
It is imperative that companies obtain the explicit consent of customers before sending messages. This “opt-in” must be clear and specific, indicating the type of messages the customer agrees to receive. Compliance with this requirement is essential to comply with WhatsApp policies and data protection regulations.
Marketing messages Marketing messages: are used to send targeted campaigns to generate sales, promote products, services or special offers.
Utility messages Order confirmations: used for order confirmations, reminders and other important transactional information. Their purpose is to inform customers about specific actions related to their interactions with the company.
Authentication messages Authentication messages are used to send verification codes to secure online transactions.
Service messages Service messages: initiated by the customer, also known as “Person to Application” (P2A). These messages allow the company to respond freely without using pre-approved templates, as long as the response is sent within 24 hours of the customer’s initial message.
Service window management
Using WhatsApp Business via an API works on the principle of 24-hour sessions, enabling unlimited exchanges with the customer during this period.
Service messages are part of a customer-initiated customer-company conversation, known as P2A (Person to Application). When the customer contacts the company, the latter is free to respond without using pre-approved templates, as long as the response is sent within 24 hours of the customer’s initial message.
A session begins only when a message is received, whether from the company (A2P) or the end user (P2A). It is important to note that the session does not start when the sender sends a message, but when it is received.
Implementation and integration of WhatsApp Business API
Setting up the WhatsApp Business API requires several key steps:
- Create a WhatsApp Business account account, making sure you have an existing user account or Facebook page.
- Set up a Meta Business Manager account account, providing all the information required to validate your business.
- Choose a phone number that will be associated with your WhatsApp Business account.
- Register via the Meta feed by first creating an account on the SMSBOX platforma subsidiary of M Target. Then use the integrated Meta registration flow on the SMSBOX website and fill in all the necessary information to create your first WhatsApp Business agent.
Once you have completed these steps, your WhatsApp Business agent will be operational.
For WhatsApp Business API integration with SMSBOX :
- Use the available REST API to communicate via WhatsApp Business.
- Consult the evolving documentation at http://docs.smsbox.dev/
- Create an API key on the SMSBOX platform.
- Retrieve your of your WhatsApp Business account (agent ID and phone number ID).
- Provide the SMSBOX team with a URL where Meta notifications will be sent via HTTP webhooks.
SMSBOX, an M Target subsidiary, is the platform used for the technical implementation of the WhatsApp Business API. It plays a key role in the aggregation process, providing the tools and services needed to communicate via WhatsApp Business.
Integrating the WhatsApp Business API with your CRM or other existing systems can dramatically improve your customer communications. It allows you to automate messages, enrich customer profiles and trigger personalized notifications directly from your CRM.
Need help integrating WhatsApp Business API?
For personalized assistance in integrating the WhatsApp Business API, don’t hesitate to contact the M Target team. Our expertise will guide you through the installation and optimization process. The M Target team will be with you every step of the way to facilitate integration and maximize the efficiency of your communications.
Why choose M Target for your WhatsApp Business API solutions?
Our support services
As a certified partner and specialist in messaging solutions, M Target offers a comprehensive range of services to optimize your use of the WhatsApp Business API. Our team of experts is with you every step of the way, from initial configuration to custom integration with your existing systems. We offer :
- Customized configuration to meet the specific needs of your industry
- Seamless integration with your existing CRM and tools
- Integration with SMSBOX
- Technical support from initial configuration to campaign optimization
- Dedicated support to maximize performance and reduce costs
Our scalable platform is designed to manage large-scale mobile marketing campaigns, helping you to effectively achieve your global communication objectives.
Our multi-sector expertise
M-Target has extensive experience in the successful implementation of WhatsApp Business API solutions for various industries, both BtoC and BtoB. Our expertise spans many sectors, including:
We understand the unique challenges of each industry and tailor our solutions accordingly. Our tailored approach ensures that you get the most out of the WhatsApp Business API, whatever your industry.