Jan 11, 2024
6
mins read

An Explainer on WhatsApp Flows

Product Manager at Message Central

Key Takeaways

  1. WhatsApp flows allows businesses to create customized and interactive task centric workflows offering customers the flexibility to make choices directly through WhatsApp
  2. Screens, layouts and components are a few elements of WhatsApp flows creating a dynamic experience to cater to various use cases
  3. Product configuration, sales, personalized marketing, newsletters etc. are some of the use cases which can be enabled using WhatsApp flows
  4. WhatsApp floes can be implemented using Meta cloud or Meta business solution providers
  5. WhatsApp flows have multiple benefits including enhanced customer experience, improving conversion rates, seamless integration with business operation etc.

Introduction

Businesses are constantly seeking new ways to enhance customer interactions and streamline processes. One platform that has become increasingly popular for business communication is WhatsApp via WhatsApp business API providers.  
With its wide user base and convenient messaging features, WhatsApp has proven to be an effective tool for businesses to connect with their customers. Now, with the introduction of WhatsApp Flows, businesses have even more opportunities to revolutionize their customer interactions.

What are WhatsApp Flows?

WhatsApp Flows is a feature within the WhatsApp Business Platform that allows businesses to:-

  1. Create customized and interactive experiences for their customers  
  1. Design and deploy native, task-centric workflows that guide customers through various stages of their journey

These workflows can be highly personalized, offering customers the flexibility to make choices and input information directly within the WhatsApp chat interface.

How Does WhatsApp Flows Work?

WhatsApp Flows consists of several key components that work together to create seamless and engaging customer experiences. These components include:

1. Screens

When a customer interacts with a WhatsApp Flow, they are presented with a series of screens within the chat interface. Each screen represents a step in the customer’s journey and provides information or prompts the customer to take a specific action. These are different from engagement campaigns using a personalized WhatsApp broadcast.

2. Layouts

Layouts define the visual structure and presentation of the components within a WhatsApp Flow. They ensure that the information is displayed in a clear and organized manner, enhancing the overall user experience.

3. Components

Components are the building blocks of WhatsApp Flow. They can be used to display information, gather input from customers, or provide interactive elements. Components include text, images, embedded links, text inputs, dropdowns, checkboxes, radio buttons, opt-in options, and date pickers.

By combining these components, businesses can create dynamic and interactive WhatsApp Flows that cater to various use cases. Rich media is an aspect by which WhatsApp stands apart from other channels like SMS or SMS APIs.  
RCS, for which you sometimes receive sent as SMS via server instead of read receipts has been launched to leverage rich media with the reach of SMS.

Use Cases for WhatsApp Flows

WhatsApp Flows offer businesses a wide range of possibilities to enhance customer interactions. Let's explore use cases where WhatsApp Flows can significantly benefit businesses:

1. Product Configuration and Sales

WhatsApp Flows can be used to guide customers through the process of configuring and purchasing products. For example, an apparel retailer can create a WhatsApp Flow that allows customers to select their preferred size, color, and style. The flow can then provide real-time availability information and guide customers to complete their purchase seamlessly, without leaving the WhatsApp environment. This streamlined process increases the chances of conversion and boosts sales with WhatsApp marketing campaigns.  

2. Personalized Marketing and Newsletters

WhatsApp Flows can be leveraged to deliver personalized marketing content and newsletters to customers. Businesses can offer customers the option to choose the type of content they want to receive, such as new product updates or special deals. By tailoring the content to each customer's preferences, businesses can increase engagement and conversion rates.

3. Appointment Scheduling

With WhatsApp Flows, businesses can simplify the appointment scheduling process. Customers can initiate a conversation with a business and inquire about availability or book appointments directly within the WhatsApp chat. This feature is particularly useful for businesses in various industries, such as healthcare, beauty services, or real estate, where appointment scheduling is crucial.

4. Service Booking

WhatsApp Flows can facilitate service bookings for businesses across different sectors. Whether it's reserving a table at a restaurant, selecting seats on a plane, or booking bus or train tickets, businesses can integrate a seamless booking system within WhatsApp. This convenience enhances the customer experience and improves overall satisfaction. This make the channel more than just a marketing tool using a WhatsApp marketing software.  

5. Event Registration

Promoting an event through WhatsApp? WhatsApp Flows can simplify the event registration process and encourage more people to sign up. Businesses can create a Flow that captures essential attendee information, such as name, contact details, and preferences. By eliminating the need for external registration platforms, businesses can streamline the registration process and increase event participation.

6. Feedback and Surveys

You can check the satisfaction level of your customers via a survey on WhatsApp. This can help you calculate your NPS. Also, this gives you a chance to connect with your customers for some raw feedback and improvement inputs for your product.

How to Set Up a WhatsApp Flow

To set up a WhatsApp Flow, businesses need to be WhatsApp Business Platform users and have access to the API. There are multiple ways to create and deploy WhatsApp Flows:

  1. Developing through the Interface: Businesses can develop their WhatsApp Flows directly through the WhatsApp Business Platform interface. This option allows for customization and flexibility in designing the flow.
  1. Meta Cloud: Businesses can also build their flows using the Meta Cloud, a comprehensive software solution that integrates with the WhatsApp Business Platform. This option provides additional features and ease of use.
  1. Meta Business Solution Providers: Businesses can leverage Meta Business Solution Providers, such as Message Central, to access WhatsApp Flows through their software solutions. This option offers convenience and support from trusted providers.

It's essential for businesses to choose the method that best suits their needs and capabilities.

Benefits of WhatsApp Flows

WhatsApp Flows offer several key benefits for businesses:

  1. Enhanced Customer Experience: By providing interactive and personalized experiences, WhatsApp Flows improves customer satisfaction and engagement. Customers can easily navigate through the flow, receive relevant information, and complete tasks without the need for additional apps or platforms.
  1. Increased Efficiency and Conversion Rates: The streamlined process of WhatsApp Flows reduces friction and eliminates unnecessary steps, leading to higher conversion rates. Businesses can guide customers through their journey, offer real-time information, and prompt them to take desired actions.
  1. Seamless Integration with Business Operations: WhatsApp Flows seamlessly integrate with existing business operations and workflows. They can be used for various purposes, from sales and marketing to customer support and feedback. This versatility allows businesses to leverage WhatsApp as a comprehensive communication and transactional platform.

Improved Communication and Responsiveness

With WhatsApp Flows, businesses can respond to customer inquiries and requests promptly. The interactive nature of flows enables businesses to gather necessary information upfront, reducing back-and-forth communication and ensuring efficient resolution.

Conclusion

WhatsApp Flows revolutionize business-customer interactions by providing highly customizable and interactive experiences within the WhatsApp chat interface. Businesses can leverage WhatsApp Flows to streamline processes, boost customer engagement, and enhance overall satisfaction. By incorporating WhatsApp Flows into their communication strategies, businesses can unlock new opportunities for growth and success in the digital world.

WhatsApp Marketing with WhatsApp Now

Get started with WhatsApp Now by connecting your account. With WhatsApp Now, you can enable:-

  1. Easy 3 step WhatsApp broadcast powering hyper targeted campaigns
  1. WhatsApp enabled live chat support with multiple agents

You can directly signup and start using the software.