You’ve read all about the WhatsApp API and are now excited to implement it for your business.
Before you do so, questions swirl around your mind about how to use the WhatsApp API and what you can do with it:
- How should I be making full use of the WhatsApp API?
- How can I use it for customer service?
- What about marketing?
- Can it help with brand awareness?
Fret not. In this post, we’ll take a look at how top companies and organizations around the world are using the WhatsApp Business API. These use cases should provide you with a clear idea of the advantages of WhatsApp API and it can help to grow your business.
Let’s get started.
WhatsApp API Use Case #1: Netflix
With 182.8 million subscribers worldwide, you’d be hard-pressed these days to find someone who’s never watched anything on Netflix.
As one of the first privileged companies to test the WhatsApp API when it was in its limited preview stage, it’s probably safe to say Netflix was left nothing short of impressed as it continues to look for new ways to leverage the tool even today.
Existing efforts include sending users film suggestions via push notifications on WhatsApp. Users on the Netflix app are asked whether they’d like to receive movie and TV suggestions via their registered phone number.
Once they accept, they’ll begin to receive suggestions from Netflix, which are calibrated using the same algorithm and recommendation engine used on the app itself.
First released in India, one of WhatsApp’s largest markets, the feature has since been launched in other countries including the UK.
And Netflix’s integration with WhatsApp doesn’t just end there. In their latest collaboration, WhatsApp users can now watch Netflix trailers within WhatsApp itself, much like YouTube and Facebook videos.
WhatsApp API Use Case #2: World Health Organization (WHO)
In 2020, the world got plunged into an unexpected coronavirus pandemic and lockdowns were imposed all over the world.
Amid the constant and new developments and the rise and spread of fake news, communication became particularly important.
As the world’s leading health organization, the WHO had a massive role to play in maintaining order and providing trusted information and advice.
To do so, it has engaged WhatsApp API to allow people to chat with the organization via WhatsApp for the latest health alerts. This is available in a host of languages including English, Spanish, Arabic, Bengali, etc.
Because communication through the WhatsApp API is through an opt-in option, WhatsApp users must be the one to initiate a conversation with the WHO. All they have to do is send “hi” to the number listed on the WHO website (which varies according to the language) to receive a list of options.
Aside from the latest updates, the WHO is also using the WhatsApp API to send out COVID-19 facts of the day and customize their updates according to users’ locations.
Through the use of the WhatsApp API, the WHO is able to reach as many as two billion people across the world.
“Digital technology gives us an unprecedented opportunity for vital health information to go viral and spread faster than the pandemic, helping us save lives and protect the vulnerable.” — Dr Tedros Adhanom Ghebreyesus, Director-General of WHO
WhatsApp API Use Case #3: Iberia
One of the most popular uses of the WhatsApp API is to improve customer service and facilitate interactions with consumers.
That’s certainly something Spain’s flag carrier airline, Iberia, has taken full advantage of.
Through WhatsApp API, it allows its customers to:
- Look for flights
- Check their flight status
- Check-in for their flights
- Ask FAQs
The service is only available in Spanish for now but Iberia is currently working on an English version to cater to their international passengers.
The company has also recently released new features that allow customers to check their luggage allowance and receive holiday recommendations.
When we tested out the luggage allowance feature, we found it to be a pretty interactive experience and it felt like we were talking to an actual human being—except we were getting much quicker responses.
It also guides customers to input their data in certain formats (eg. dates to be entered in DD/MM/YYYY format) so that information sent through can be easily read, understood, and processed for more accurate responses.
And aside from text, Iberia even sends images when needed for better illustration.
“At Iberia, we want to be where our customers are and to let them contact us via their preferred channels. WhatsApp is the most popular messaging application in Spain and many other countries, and starting today we will be able to answer questions simply and quickly.” — Gabriel Perdiguero, Iberia’s Chief Transformation Officer
WhatsApp API Use Case #4: Coppel
Coppel is a departmental store in Mexico that also offers personal loans to its customers, which they can apply for via WhatsApp.
All they have to do is send a simple message to Coppel’s WhatsApp number to get the process going.
The initiative was a success. In less than two months, thousands of loans were given out through WhatsApp.
And that’s not the only service Coppel offers through WhatsApp. With the use of the WhatsApp API, its customers can also:
- Receive monthly digital statements
- Ask questions
- Pay their bills
- Locate their nearest Coppel store
Available 24/7, seven days a week, Coppel is taking its communication to the next level by using WhatsApp API and everything it has to offer.
Special WhatsApp Use Case Mention: Clarks
One of the most memorable marketing campaigns ever run on WhatsApp was by footwear company Clarks in 2015.
Even though this was before WhatsApp introduced its business API, we think it deserves a special mention as it was one of the most creative and earliest WhatsApp marketing campaigns ever run.
The year was 2015, and Clarks was about to launch a campaign to increase brand awareness, centering around one of its classic flagship products: the Desert Boot.
It targeted millennials and where they were most likely to be found—on social media. After showing them teaser videos, users were prompted to communicate, via WhatsApp, with non-fictional characters Clarks selected that best represented the product.
These were mainly historical fashion influencers, including Nathan Clark, the pioneer of the brand itself.
The interactive experience went beyond basic WhatsApp text messaging. Images, videos, and music were also involved in the experience as consumers learned about the boots’ history.
Thanks to the campaign, Clarks was able to engage with consumers through the world’s most popular communication app, and with the information received, connect with them with future promotions.
“Clarks’ new campaign on WhatsApp for its Desert boot offers up a character-focused, multimedia retrospective into the boot’s history that taps into the millennial approach to consumerism.” — Stacy Debroff, founder/CEO of Influence Central
How To Get WhatsApp API
If Clarks was able to successfully run a marketing campaign without the use of the WhatsApp API, imagine the marketing and communication potential of your campaigns with.
Created for growing enterprises, the advantages of the WhatsApp API are more extensive than the regular WhatsApp Business app. For more, we recommend that you check out our post on the differences between WhatsApp Messenger, WhatsApp Business App, and Business API.
The WhatsApp API offers businesses the possibility to centralize their communication efforts with a message inbox that’s accessible by the entire team and allow multiple customer service agents to be signed in at once.
WhatsApp API can only be obtained through an official WhatsApp Business Service Provider (BSP) like WATI. If you’re looking to implement it for your business, we’d be more than happy to help you out. You can sign up for a free trial with us today or check out our help center to learn more.
WATI is proudly owned by Clare.AI. Clare.AI is a digital assistant startup that uses the latest machine learning and artificial intelligence technology to create innovative tools for its clients so they can provide top-notch customer communication experiences. Multinational firms and Fortune 500 companies including Cigna, AXA, Birdie, Everbright Sun Hung Kai, Fidelity, and Bupa have adopted Clare.AI’s solutions.