WhatsApp Business for customer messaging: setup and automation
Customers in many markets prefer WhatsApp. Choose between the Business app and the Business Platform, and automate replies without losing the personal touch.
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Key takeaways
- The WhatsApp Business app suits small teams; the Business Platform suits integrations and scale.
- Use quick replies, greeting and away messages to respond fast.
- Follow WhatsApp's messaging rules and get consent before sending marketing messages.
In many countries, customers would rather send a WhatsApp message than fill in a form or make a call. Offering WhatsApp can make it much easier for people to reach you, if you set it up to respond reliably.
Two options
WhatsApp Business app. A free app for small businesses, used on a phone with linked devices. It offers a business profile, product catalogue, labels, quick replies, greeting messages and away messages.
WhatsApp Business Platform (API). For larger teams and integrations. It's accessed through Meta or a solution provider and connects WhatsApp to CRMs, help desks, chatbots and automation tools. Pricing and rules differ from the app.
Set up your profile
Add your business name, description, category, address, hours, website and catalogue. A complete profile reassures customers they're talking to the right business.
Respond quickly
- Greeting message: welcome new contacts and explain what to expect.
- Away message: set expectations outside business hours.
- Quick replies: saved answers to frequent questions, personalised before sending.
- Labels: organise chats by status, such as new enquiry, quote sent or order placed.
Automating with the Business Platform
With the platform you can:
- Route conversations to the right team member
- Use a chatbot to answer common questions and collect details
- Send notifications people have opted into, such as order confirmations or appointment reminders, using approved templates
- Log conversations in your CRM
Customer-initiated conversations open a service window during which you can reply freely; messages outside it require approved templates. Check WhatsApp's current rules and pricing when planning.
Keep it personal
Automate the routine parts, but make sure a real person handles anything beyond simple questions, and say clearly when a customer is talking to a bot.
Respect consent and privacy
Only message customers who have opted in, make it easy to stop messages and explain WhatsApp use in your privacy policy.
Add WhatsApp to your website
A click-to-chat link or button on your contact page and product pages lets visitors start a conversation instantly.
Our AI automation service sets up WhatsApp Business, chatbots and CRM integrations for teams of every size.
Frequently asked questions
Can several people use one WhatsApp Business number?
The Business app supports linking a limited number of devices. Larger teams usually use the WhatsApp Business Platform through a provider with a shared inbox.
Can we send messages to customers who haven't contacted us?
On the Business Platform, business-initiated messages use pre-approved templates, and you need the customer's opt-in. Marketing messages without consent break WhatsApp's policies.
