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WhatsApp Business API: New Features Update (2023)

Peiru Teo

Peiru Teo

In today’s fast-paced business environment, staying connected with customers has become more important than ever. WhatsApp Business API is a powerful communication tool for businesses that allows them to interact with their customers in real time, using one of the most popular messaging apps in the world.

In this article, we’ll discuss some key features of WhatsApp Business API that make it an indispensable tool for businesses.

WhatsApp Business API Features

Integrations with tools like CRM, analytics, and third-party apps

One of the key benefits of WhatsApp Business API is its ability to integrate with other tools like CRM, analytics, and third-party apps. This means that businesses can use the data they collect on WhatsApp to inform their broader customer engagement strategies, and to streamline their communication processes across different channels.

Green Tick, verified WhatsApp Business profile

WhatsApp Business API offers businesses the option to verify their accounts, which gives them access to a range of additional features. This includes the coveted green tick, which lets customers know that they are communicating with a verified business account. This can help to build trust and credibility with customers, and make it easier for businesses to establish themselves as a reliable source of information.

Messages Broadcast for bulk notifications

Another useful feature of WhatsApp Business API is the ability to send messages to large groups of customers at once. This can be useful for sending out bulk notifications or promotional messages, and can help businesses to quickly reach a wide audience with their messaging.

No app or interface, use via BSPs or CRM

One of the best things about WhatsApp Business API is that businesses don’t need to use a separate app or interface to access it. Instead, they can use WhatsApp Business Solution Providers (BSPs) or their own CRM systems to manage their WhatsApp communications. This makes it easier to integrate WhatsApp into existing workflows and to manage messaging across different channels.

WhatsApp Virtual Assistant & interactive messages support

WhatsApp Business API also supports virtual assistants and interactive messages, which can help businesses to provide a more personalized and interactive experience for their customers. Virtual assistants can handle simple customer inquiries and provide automated responses, while interactive messages can offer customers a range of options and help to guide them through the customer journey.

Multi-agent access for customer support

WhatsApp Business API allows businesses to give multiple agents access to their WhatsApp accounts, which can help to improve response times and ensure that customer inquiries are handled quickly and efficiently. This is particularly useful for businesses that receive a high volume of customer inquiries and can help to improve the overall customer experience.

WhatsApp Commerce: A Rising Trend

In addition to the key features of WhatsApp Business API mentioned above, there are also some exciting new features that businesses can take advantage of, particularly in the realm of e-commerce. WhatsApp Commerce is an emerging trend that allows businesses to sell products and services directly through the WhatsApp platform, and WhatsApp Catalogs are a key part of this trend.

1. WhatsApp Catalogs

WhatsApp Catalogs are a great way for businesses to showcase their products and services in a visually engaging way. Businesses can create catalogs that include product images, descriptions, and pricing information, making it easy for customers to browse and make purchases directly from WhatsApp. Catalogs can be updated and managed easily and can help businesses to drive sales and increase customer engagement.

3. Automated Order Management

WhatsApp Commerce also includes features for automated order management, including order confirmation messages, tracking information, and delivery updates. This can help businesses to provide a seamless customer experience and reduce the workload on customer support teams.

2. Direct Purchases

With WhatsApp Commerce, customers can make direct purchases through the WhatsApp platform, using integrated payment systems like Stripe, or PayPal. This makes it easy for customers to make purchases without leaving the app and can help to streamline the buying process and increase conversions.

4. Customer Support and Engagement

WhatsApp Commerce can also be used to provide customer support and engagement, through features like virtual assistants, interactive messages, and personalized recommendations. This can help businesses to build stronger relationships with their customers and improve overall customer satisfaction.

WhatsApp Product Roadmap Updates (2023)

In 2023, WhatsApp is planning to roll out some exciting updates to their product roadmap that will further enhance the capabilities of the WhatsApp Business API. Here are some of the key updates to look forward to:

New Category Search

WhatsApp understands that it can be challenging for businesses to stand out in a sea of competitors. To address this challenge, WhatsApp is introducing a new category search feature that will make it easier for customers to discover businesses that offer the products and services they need. By categorizing businesses and enabling users to search by category, WhatsApp is streamlining the discovery process and making it more convenient for customers to find what they need.

WhatsApp in Mexico, Colombia, and Indonesia has made it simpler for businesses to be found by users. Previously, users could only search for a business by name, but now they can also search by category. Businesses need to choose their category to appear in this search feature.

WhatsApp Catalog: Add-ons

There is no limit to the number of items that can be included in the catalog, but it is recommended to have less than 250 items for a better browsing experience. Developers can refer to the Cloud API and on-premise API documentation for more information on enabling the catalog feature.

WhatsApp Catalog: New Template format

WhatsApp is introducing new template formats and CTAs to simplify the experience for people and drive higher ROI for businesses. The new template formats will enable businesses to showcase their products and services in a more visually appealing way, while the CTAs will encourage customers to take action, such as making a purchase or booking an appointment.

WABA Product Roadmap: Recap

These updates to the WhatsApp Business API product roadmap in 2023 are designed to make it easier for businesses to connect with customers, showcase their products and services, and drive higher ROI. If you’re a business owner or developer, it’s worth keeping an eye on these updates and exploring how you can leverage these new features to grow your business. WhatsApp continues to be a powerful platform for businesses, and these updates will only make it even more valuable.

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