WhatsApp Releases messaging API for Business

In 2016, Post acquisition of Whatsapp by Facebook, the company has declared that it would not be charging its users for using its messaging services. It was perceived that Facebook would be monetizing whatsapp by running advertisements however Facebook hadn’t adopted that method Instead, they had begun working with organizations to convey their messages to their client base.

Although it took two years of testing and finally Whatsapp API is out which will help them, monetizing their messaging app. Brands can now pay whatsapp for delivering certain type of messages to its user base just like how they used to push commoditized SMS. It will help brands to interact with their user base over whatsapp, and send them messages when they click on a link online requesting to be contacted. As per pricing strategy it wouldn’t be charging brand in case of responses in first 24 hours and post that fee will be exacted.

Pricing Strategy:

Currently the cost for a brand to send WhatsApp messages through third parties is far higher than the cost of sending bulk SMSes. Further, working directly with WhatsApp would be cheaper than hooking into WhatsApp’s Business API.

Ozonetel is one of the first companies, along with Twilio and Smooch, to hook into the API for its clients, by integrating its Contact Center product with WhatsApp. In India, companies like BookMyShow, GoIbibo, MakeMyTrip, and Netflix have worked with WhatsApp to send transaction- and booking-related messages to consumers. With WhatsApp’s Business API, the platform will be charging on a per-message basis:

Advertising Model

WhatsApp’s Snapchat-esque Status feature will also be leveraged to deliver ads however this feature will release somewhere in 2019. It is also learned that Whatsapp will be adding a Click-to-open-whatsapp button on brand’s pages so that customer can immediately start chatting with brand on their platform.

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