WhatsApp along the customer journey

Small businesses can use the WhatsApp Business app, which is free.

Medium to large businesses usually use the WhatsApp Business Platform (API), which offers greater functionality and scalability. To use this, you need a platform from a WhatsApp Solution Partner like charles or a Tech Provider – or you can build the solution yourself.

To use WhatsApp you need to consider two types of costs:
1. Meta fees charging a cost per conversation (see WhatsApp costs for your country)
2. Fees for your platform provider

Remember: WhatsApp is associated with additional costs compared to channels such as email.

For more, see our guide to WhatsApp costs.

If you're a small business communicating with up to 256 contacts at a time, you can download the free WhatsApp Business app and get going straight away on your phone (or simple web version).

If you're a medium to large business looking to scale WhatsApp across teams and countries (like our customers), you'll likely want to use a software platform using the WhatsApp Business Platform (API). You have 3 options to access a software platform:
1. Partner with an official WhatsApp Solution Partner like charles
2. Go to a Tech Provider
3. Build the software yourself

Solution Partners like us offer a user interface so brands can use the functionality of the API like automation, unlimited users, unlimited subscribers and audience segmentation.

To get started, first, you'll need to find the right partner for your business – offering the right use cases, functionality and level of support.

Then you'll need to get onboarded and learn about how the platform works, as well as get to know WhatsApp marketing best practices.

To get started with charles or ask us about how WhatsApp marketing works, just get in touch.

Companies can use WhatsApp to communicate with their customers and subscribers in a GDPR-compliant manner. The 2 most important areas to consider are:

1. Data consent (double opt-in, unsubscribe...)
2. Data management (sharing and deleting customer information, data stored in the EU...)

At charles, we support you with guidance on GPDR compliance.

See more in: WhatsApp and GDPR: the basics for businesses.

WhatsApp Channels is a recent addition to the WhatsApp Business offering. It enables people and organizations to broadcast messages to large amounts of people for free and is now available in many countries across the world.

It's a useful tool for certain use cases but doesn't offer rich analytics or audience segmentation. In addition, messages don't sit in customers' feed next to family and friends as they do when you use the WhatsApp Business API.

See more in our guide: WhatsApp Channels: What is it and how does it work with platforms like charles?

We believe that email marketing will remain relevant for a long time to come. WhatsApp should be seen as a useful addition to your marketing mix, rather than a replacement.

To assist companies in combining email and WhatsApp, we offer CRM/CDP integrations with platforms like Emarsys and Klaviyo. Working together, WhatsApp and CRM platforms can make your cross-channel orchestration stronger.

See charles WhatsApp integrations.