Differentiating Conversations for the WhatsApp Business API

July 31, 2023

In the realm of modern communication, WhatsApp is a digital giant, connecting billions of users worldwide. This has extended to businesses that have recognized its potential to engage with customers in a highly interactive way. Enter the WhatsApp Business API, enabling businesses to foster stronger connections and drive customer satisfaction with diverse conversations. In this blog, we explore user-initiated and business-initiated conversations, the primary types of conversations relevant to the WhatsApp Business API. Learn more with examples of each and make the most of the WhatsApp Business API.

TL;DR

User-initiated conversations are messages sent by users when reaching out to businesses on WhatsApp that can be responded to for no additional cost for 24 hours
They include
1. Customer support messages
2. nquires or updates on order status
3. Proactive feedback
4. Account related concerns
5. Complaints and conflict resolution
6. Product recommendations
Business-initiated conversations are messages sent by businesses to users to provide them with information proactively that have to utilize a pre-approved template
They include
1. Updates and notifications on transitions
2. Promotional Campaigns and Incentives
3. Onboarding messages for new employees on the brand and its offerings
4. Re-engagement messages to capture the attention of cold or inactive customers
5. Requests for feedback or filling in surveys
6. Updates and reminders for upcoming events
7. Alerts for time-sensitive events and deadlines
The best practices for conversations are to personalize your messages, send timely responses, include a clear Call-to-Action, respect their decision to opt in or not, and add a human touch to your messaging

Understanding User-Initiated Conversations

User-initiated conversations, as the name suggests, are conversations that are initiated by users or customers themselves. These interactions are the primary benefit of WhatsApp's function as a two-way communication channel., empowering customers to reach out directly. Customers can thus contact businesses for support, inquiries, or general assistance.

In the case of the WhatsApp Business API Service, user-initiated conversations are also known as service conversations. When a company responds to user messages within 24 hours of sending them, it is categorized as a service conversation. Within this 24-hour customer service window, businesses can send free-form messages at no additional cost.

Here are some types of user-initiated conversations:

Customer Support and Queries

User-initiated conversations often revolve around customer support and queries. Customers can send messages directly to businesses, seeking assistance with product-related questions, technical issues, or service inquiries. The WhatsApp Business API provides businesses with the ability to engage in real-time conversations, addressing customer concerns promptly and efficiently.

Order Inquiries and Updates

Customers frequently reach out to businesses to inquire about their orders. These inquiries may include checking the status of an order, tracking details, or resolving any issues related to the purchase. The WhatsApp Business API allows businesses to provide instant updates and responses, assuring customers of their order's progress. These count as user-initiated conversations if the customer reaches out to the company themselves for an update.

Feedback and Reviews

Feedback is a vital component of business growth and improvement. Customers can initiate conversations to provide feedback on products, services, or their overall experience with the brand. This direct communication line via WhatsApp fosters trust and transparency, encouraging customers to share their opinions openly.

Account and Profile Updates

Customers often need assistance with account-related matters, such as updating personal information, resetting passwords, or changing preferences. User-initiated conversations are how businesses handle these account-related queries at the customer's behest, ensuring that they have a smooth experience.

Product Recommendations and Information

WhatsApp allows customers to message businesses for product recommendations and additional information about products or services. By engaging in these conversations, businesses can tailor responses to individual preferences and guide customers toward making informed decisions.

Complaints and Escalations

Sometimes, customers may have complaints or issues that require immediate attention. User-initiated conversations on WhatsApp allow businesses to receive and resolve complaints effectively. This demonstrates a commitment to customer satisfaction and quickly addressing issues can improve your brand image and customer retention rate.

Understanding Business-Initiated Conversations

Business-initiated conversations are messages sent by businesses to customers proactively. They can be used for marketing and promotions and seek to inform the customer of something relevant to them. These conversations can be triggered by various events or actions and can be scheduled to be sent at specific times.

In the case of the WhatsApp Business API, business-Initiated conversations are conversations initiated using approved template messages. A conversation begins when a company sends a message following which a 24-hour customer service window starts. Companies can then message their clients as many times as they want within those 24 hours while paying once.

What are the types of Business-initiated conversations:

Utility Conversations

These are messages sent to facilitate an update, transaction, or request on an ongoing conversation. These generally take the form of post-purchase notifications, timely invoice sharing, billing statements, etc.
Authentication Conversations

These types of messages enable a business to authenticate its users with the help of One-time Passwords(OTPs). This can be used for account authentication, account verification, and account recovery of the users.
Marketing Conversations

These are messages that businesses can use to send promotions, offers, or invitations.

Here are some examples of business-initiated conversations:

Transactional Updates and Notifications

Businesses can leverage the WhatsApp Business API to send transactional updates and notifications to customers. These messages include order confirmations, payment receipts, shipping updates, appointment reminders, and more. By keeping customers informed, businesses can enhance their overall experience and reduce potential support inquiries.

Promotional Campaigns and Offers

Business-initiated conversations are pivotal to promotional campaigns. By sending personalized offers, discounts, or exclusive deals, businesses can drive customer engagement and sales. The conversational nature of WhatsApp allows for interactive promotion, where customers can inquire further or express their interest in buying.

Onboarding

When a customer engages with a business, a well-crafted welcome message can set the tone for a positive relationship. The API enables this with business-initiated messages that let companies reach out directly after customers have provided their phone numbers. Businesses can send introductory messages, guide new customers through the onboarding process, or familiarize them with essential features or offerings.

Re-engagement Messages

Businesses often use WhatsApp to re-engage inactive customers. By sending enticing messages or promotions, businesses can recapture the attention of cold leads for remarketing. Similarly, warm leads or dormant customers can be encouraged to interact or make a purchase once again.

Survey and Feedback Requests

Feedback is a valuable resource for any business looking to improve its products and services. The WhatsApp Business API facilitates the sending of surveys and feedback requests, allowing businesses to collect insights directly from customers.

Event Updates and Reminders

Businesses can use WhatsApp Business API to send updates and reminders to registered attendees for events, webinars, or conferences. This helps in maximizing attendance and engagement during the event.

Time-Sensitive Alerts

Businesses often need to send time-sensitive alerts or updates to customers. Whether it's a product launch or last-minute change in service, the WhatsApp Business API enables businesses to reach customers promptly.

Pricing for Messages

Both user-initiated and business-initiated conversations play a crucial role in building and nurturing customer relationships. Together, these conversations create a dynamic and interactive ecosystem, fostering an environment of trust, loyalty, and customer satisfaction.

Notably, WhatsApp charges for these messages at different rates depending on the type of message and country of the user. For India the rates are,

Marketing conversations are charged at ₹ 0.8147 per 24 hrs
Utility conversations are charged at ₹ 0.3456 per 24 hrs
Authentication conversations are charged at ₹ 0.3456 per 24 hrs
Service conversations are charged at ₹ 0.3292 per 24 hrs

To know the pricing for every country check out our blog “WhatsApp Business API Pricing (2023)”. We also provide a Free WhatsApp Business API Pricing Calculator so you can calculate the costs of bulk messaging for your country and message volume.

Good Practices for Conversations

Regardless of the type of conversation, there are some practices that businesses must adhere to for success:

Personalization: Personalized messages resonate with customers, enhancing their experience and fostering strong customer relations.
Timely Responses: Whether it's a user-initiated or business-initiated conversation, timely responses are crucial to maintaining customer satisfaction. The 24-hour window for responding is also a sufficient reason for ensuring rapid responses.
Clear CTA: Business-initiated conversations should have a clear and compelling call to action, encouraging customers to take the desired action.
Opt-In and Privacy: Businesses must respect customers' privacy and ensure they have opted in to receive messages before initiating conversations. For example, if they have signed up with their phone numbers you can initiate conversations with them for promotional messaging.
Human Touch: While automation can be efficient, a human touch is essential to create an empathetic and genuine connection with customers.

Concluding,

The WhatsApp Business API has revolutionized customer engagement by enabling diverse types of conversations between businesses and customers. User-initiated conversations empower users to seek support and assistance whenever needed for prompt customer service. Business-initiated conversations allow businesses to proactively engage customers and deliver personalized updates and offers. Together, these conversations create a powerful synergy, contributing to enhanced customer satisfaction, loyalty, and business growth. By leveraging the potential of the WhatsApp Business API, businesses can elevate their customer engagement strategies for business growth.

At kwiqreply, we help you fully leverage the features of the WhatsApp Business API for your organization. kwiqreply is a trusted WhatsApp Business Solution Provider that has helped companies scale up their sales and customer satisfaction. It brings you tried and tested features like bulk messaging, custom message templates, quick response message buttons, etc. Combined with WhatsApp’s capability for media-rich messages, you can send visually appealing messages and gather valuable insights for your business.

So, seize the opportunity, leverage WhatsApp's potential, and propel your business toward sustainable growth and success! Know more about WhatsApp Business API’s features and start sending surveys by checking out our website today!

Click here to book a free demo and let us show you how you can do more business with WhatsApp.