Mobile Industry Eye, UK: Cognizant’s Director, Center for the Future of Work, says New WhatsApp API Could Revolutionize How Businesses Communicate with Their Customers

“The arrival of the WhatsApp API for business could revolutionise how businesses engage with customers via text,” says Ben Pring. “It not only provides a cost-effective option for organisations to send consumers updates and documents, but it also streamlines real-time interactions making them significantly easier.” Excerpts:

“WhatsApp has launched a new API that will help businesses communicate with consumers via the WhatsApp app. The, move, from WhatsApp owner, Facebook, signals clear intention to tap revenue from the lucrative enterprise messaging market. Already, Netflix, Uber, Booking.com and Singapore Airlines are among the major brands that are testing it.

Just like SMS there are many use cases – notifications, authentication, marketing and so on but unlike SMS, B2C WhatsApp messages open up the possibility of a streamlined two-way conversation between consumers and brands, either via a bot or a human, and that means precious consumer engagement.

‘One of the most interesting developments of WhatsApp’s business offering is its commercial model. Following a request from a consumer, an organisation’s response is free if it responds within 24 hours. This commercial model will ultimately shift the impetuous of rapid customer response, from one of KPI adherence within contact centres to one that directly impacts an organisation’s bottom line. Ultimately, this will drive the argument for excellent and timely customer response up to the board level.’”

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