WhatsApp Business – The pros and cons

WhatsApp Business builds on the private WhatsApp messenger service we are familiar with and thus offers traders a new opportunity to present their own products and services and to contact customers, including support. The app was originally developed for small businesses such as local businesses that lack the financial means to set up a professional customer service department. With just a few inputs, reservations, bookings, delivery inquiries and complaints can be processed and dealt with in a customer-oriented manner.

But does the app really only offer advantages? The main pros and cons of the program are presented in the report below.

The advantages

The application enables its users to significantly intensify customer relationships and loyalty. Being able to be reached quickly and being able to speak to them personally in 1-on-1 conversations creates a stronger sense of belonging and identification with the company. The provision of a telephone operator or a call center and the associated costs and possible waiting times in the event of increased call volume are completely eliminated because the app is available free of charge. There are also no separate fees for using the individual functions.

The program also offers a wide range of customization options. This includes, among other things, the storage of multimedia files such as images, films and language documents and the creation of newsletters including links to your own website or profile pages. Due to the high market penetration of mobile devices, a broad group of customers can be addressed for marketing purposes. In addition, your own company profile can be personalized with information on opening times, location, contact details and a company description. In addition, the individual chat logs can be highlighted in color to identify special chats, such as those from newly acquired customers.

In the area of ​​exclusive functions, the sending of auto-replies and automated replies are to be highlighted.

The auto-responses are messages entered by the company itself, which can be sent at the touch of a button and thus enable standard questions to be processed more quickly. The use of the automated messages, which can also be created individually, is ideal for new customers, for example, for sending a welcome text or for notification of absence during vacation time.

The disadvantages

A major disadvantage of WhatsApp Business is that a telephone number already stored in the private WhatsApp program cannot be used twice. This requires the conversion of the private account or the purchase of an additional SIM card and a corresponding smartphone.

In addition, even if several users are stored with a company, communication is only possible by one person at a time. Simultaneous processing by several employees is technically not possible. With WhatsApp Business you quickly reach your limits when dividing employees across several branches or when there is a high volume of messages.

Another weak point of the program can be found in data protection, which in Germany is regulated by the GDPR. The use of the app and the exchange of personal data take place predominantly in the area of ​​a legal gray area that has not yet been finally clarified.

However, the manufacturer has already responded to this with the introduction of WhatsApp API, which is linked to a CRM system and provides all the necessary protective mechanisms that are anchored in the GDPR. Incidentally, WhatsApp Business in the standard version does not offer any possibility of coupling with other systems, which can lead to an opaque mess of messages, mails and phone notes, especially when using multiple communication channels.

The bottom line

WhatsApp Business is ideal as a starter program for the digitization of customer support for small businesses. However, since data protection is becoming increasingly important, especially in the current time, every entrepreneur should be aware of the legal loophole. For companies that attach great importance to the requirements of the GDPR or additional functions such as the creation of chatbots, notifications or a ticket system, the use of WhatsApp API , which is chargeable in return for the additional services. In addition to a monthly provision fee, a one-time setup fee may also be charged, which differs depending on the provider.

Regardless of the program selection, it should be noted that the future of customer communication lies in the digital area and that the use of this will reflect differences in economic success.