By 2022, more than 2 billion people in over 180 countries are using WhatsApp to stay in touch with friends and family, anytime, anywhere. As long as you have an internet connection, WhatsApp is free and historically offers messaging and a solution for simple, reliable and secure calls. Originally an alternative to SMS, WhatsApp now supports the sending and receiving of a variety of media: texts, photos, videos, documents and location, as well as voice calls.
Founded by Jan Koum and Brian Acton, two former Yahoo employees, WhatsApp was acquired in 2014 by Meta (formerly Facebook). Since 2018, a version designed to help businesses communicate with their customers simply, quickly and securely has also been available. It's called WhatsApp Business and, among other things, allows users to create a business profile, send automated messages, respond to customer requests and share useful information such as product catalogs and opening hours. Like the original application, WhatsApp Business also features end-to-end encryption to guarantee the confidentiality and security of conversations. WhatsApp applications are available on Android and IoS, and there's also a web version of WhatsApp accessible from your browser.
To understand the difference between a mobile application and a web application, read this article on the subject.
In this article, we'll explore how businesses in Africa can integrate WhatsApp into their acquisition, sales and general customer relationship management strategies. If you don't have a website, WhatsApp is an excellent alternative to start selling online in Africa. Find out more about WhatsApp's features for businesses, as well as the advantages and challenges of using this application in your business.
How is WhatsApp an opportunity for your company in Africa?
If you're a WhatsApp user, you've undoubtedly already had to contact a company through this channel to obtain information. Likewise, it's not uncommon to have an entrepreneur or employee contact in a company who uses WhatsApp statuses and broadcast features to promote their offer and products. And for good reason: with over 2 billion users, WhatsApp offers unrivalled reach for businesses of all sizes.
On social networks, competition between advertisers is influenced by algorithms and the use of advertising. The advantage of WhatsApp is that you communicate directly with your contact base or people who have registered your number. WhatsApp allows you to engage customers in a more personal and direct way. In Africa, this is undoubtedly a significant advantage, as it can improve customer satisfaction and strengthen loyalty. WhatsApp's user interface is ergonomic and easy to learn. Most people with a smartphone know how to use WhatsApp in Togo, Benin, Côte d'Ivoire and all the other countries on the African continent. What's more, you can resort to voice notes, which are more accommodating in cultures where the spoken word predominates.
All these attributes make WhatsApp an ideal solution to help companies strengthen their customer support, promote their products or launch e-commerce in Africa.
What's more, unlike other solutions such as a website, setting up a WhatsApp number, even using WhatsApp Business, represents no investment in infrastructure or advertising.
How do I get started with WhatsApp Business?
In most cases, if you're planning to use WhatsApp for business purposes, I recommend you opt for the WhatsApp Business version of the application. You'll need to choose a dedicated phone number. Once you've created an account, you'll need to integrate this number into your company's communications strategy, using it on your various online (website, social networks, etc.) and offline (flyers, posters, radio announcements, etc.) communication tools. It's worth remembering that since WhatsApp belongs to the Meta group, you can create an advert on Facebook and Instagram that then redirects to your WhatsApp number.
The more people who have your phone number registered, the greater your reach on WhatsApp will be, especially via your statuses. Don't forget to include your phone number, preceded by the extension https://wa.me. For example, to contact PANDORE via WhatsApp, just click on the following link: https://wa.me/+22891280454.
Similarly, the more phone numbers you have registered, the more you'll be able to communicate directly with people in your community. In this respect, it's a good idea to create one or more mailing lists with customers or prospects who have given their consent to receive WhatsApp messages from you.
We also recommend that you take great care in configuring your online store's product catalog, as well as your store's opening hours. It's the showcase of your business. In the same vein, it's a good idea to include a welcome message, an out-of-office message during closing hours or quick replies to save time in your conversations. The use of labels on WhatsApp to sort and organize your conversations is also highly recommended, especially when many of you use the solution with WhatsApp web.
And to go further with the WhatsApp API
TheWhatsApp API for businesses offers many additional advantages. If you have technical skills or the opportunity to have a team of developers, you have an incredible range of possibilities when it comes to automating customer interactions. This can reduce response times and improve the customer experience.
The WhatsApp API integrates seamlessly with other digital marketing tools, enabling you to trigger actions and synchronize data with your CRM. This is an opportunity for centralized interaction and customer relationship management. Similarly, you could set up chatbots to manage customer interactions 24/7.
The API can also enable you to use WhatsApp to strengthen communication with your customers. For example, with notification messages for appointment reminders, order confirmations or other information linked to their online purchasing journey. Similarly, WhatsApp's API can be an excellent lever for sending mass personalized messages, such as promotional offers or product information.
The right use of the WhatsApp application and its API can help you add another dimension to your business. Whether in terms of image, showing that you're at the cutting edge of technology; or in terms of experience; but also to optimize your company's digital communication or e-commerce strategy; WhatsApp is undoubtedly one of the best allies for your business in Africa. This is the choice made by SUNU Bank Togo, Orabank Bénin, Orange Maroc, UBA Afrique, Dédé de la fintech SEMOA and all the other companies that have built part of their digital customer experience around WhatsApp.
Do you need help setting up your WhatsApp account or developing an application using the WhatsApp Business API? PANDORE has the resources to help you with your development project.
