Companies can set up direct communication channels using the WhatsApp business application programming interface (API) to securely engage with clients, while providing a responsive and rich experience, says business communication company Infobip South Africa senior sales manager Andre Joubert.

The format, branding and additional services can be adapted to a company’s needs, and integrated with its existing communications channels and platforms.

“This enables companies to create an effective, suitable and content-rich channel over which to communicate, share information securely and provide services, and that are custom-designed to meet specific business use cases.”

Additionally, companies can automate many of the functions and processes to allow for instant service and responses.

Owing to the integration of the WhatsApp-for-business solution with a client’s information technology resources and databases, a broad range of services can be provided using the channel as either a direct means of communication or a support function for other business processes such as sales or support services and document submission.

Infobip has deployed its solution for driver’s licence renewal services company ChatFin and feedback on the user experience has been “exceedingly positive”, he says.

“The ChatBack application integrates with WhatsApp Business through an integration point provided by Infobip. This enables it to source information directly and put this data through a processing chain,” says Joubert.

Sourcing good-quality data and information over a secure communication channel enables companies to process such data to add value and ensure speed and resilience of services, as well as dramatically enrich the customer experience and ensure that checks and regulatory information are always thoroughly considered.

Processing good client data also allows for automated process, which reduces the burden on staff and enables companies to provide staff with high-quality and near-real-time information with which to serve clients.

Further, clients’ data can be protected, as permissions and the visibility of data are restricted to the needs of specific business functions and by applicable legal regulations.

Joubert highlights that the service meets European General Data Protection Regulation requirements and standards for the protection of personal and personally identifiable information. Therefore, there are requirements that users of the WhatsApp-for-business services have policies and tools in place to protect these data and restrict engagement to a strictly opt-in system.

Infobip presales engineer Orediretse Molebaloa says that companies can also include chatbots that can engage with clients over the WhatsApp-for-business platform. The chatbots can also gather preliminary information about the issue and/or client, and then transfer the communication and client information to the correct automated process or employee to finalise.