The ultimate guide to WhatsApp Business API

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What is WhatsApp Business API?

WhatsApp Business API is an emerging channel for brands aiming to expand their marketing reach. It empowers marketers to drive growth and establish more intimate connections. With a 98% open rate (compared to just 20% for emails), WhatsApp is significantly more effective at reaching recipients than email, meaning customers are more likely to see, engage, and click your messages.

As a B2C messaging channel, WhatsApp Business API shifts away from conventional phone library promotional messages, focusing instead on delivering real-time, relevant, high-value communication. It has strict rules against huge marketing campaigns and promotions.

Types of business accounts on WhatsApp
There are three primary types of business accounts on WhatsApp:

Business account: Any account using the WhatsApp Business Platform or WhatsApp Business App is considered a business account by default.
Business verified account: WhatsApp takes steps to verify the authenticity of a brand for every account using the WhatsApp Business Platform. Once the account completes the business verification, the business name becomes visible, even if the user hasn’t added the business to their address book.
Official business account: An official business account is easily recognizable with a distinctive green checkmark badge and chat thread headers featured in its profile.
Example of a message from an official business account on WhatsApp

5 Benefits of WhatsApp Business API

The WhatsApp Business API provides numerous advantages for businesses seeking to improve customer communication and engagement. Here are seven key benefits.

Use predefined and personalized templates to communicate at scale
Insider’s WhatsApp message templates make it easy to send a high volume of personalized messages, such as order confirmations, shipping updates, appointment reminders, and more. Usually, these messages come with automatic personalized text, including user names and dates.

Here’s how Insider’s WhatsApp message templates make getting started super easy:

They’re pre-approved, allowing you to create customer conversations quickly and at scale.
They’re customizable with personalization elements and attributes.
You can also create your own for specific use cases—just bear in mind they need to be approved by WhatsApp, which takes up to 2 days.
Protect customer data with verified accounts and end-to-end encryption