What is a WhatsApp chatbot?

A WhatsApp chatbot is a chatbot that is accessible via the WhatsApp messaging platform. A WhatsApp chatbot uses the functions of WhatsApp to conduct automated conversations with users. Users can contact the chatbot via the WhatsApp number or a predefined link and send messages to the bot.

Simply put, WhatsApp chatbots are also just “chatbots”, but instead of customers being able to reach the bot via the website, the WhatsApp chatbot can only be reached via the WhatsApp app.

How do WhatsApp chatbots work?

Basically, WhatsApp chatbots work in the same way as classic chatbots. Find out more in the article“What is a chatbot?”. A special feature of WhatsApp chatbots is that companies use a WhatsApp channel as a chat channel and not the classic chat window on the website. In addition to classic chatbot training, this also requires an integration or connection to WhatsApp for Business. Many chatbot tool providers, such as SINCH, offer their customers direct integration with WhatsApp. If you want to implement a WhatsApp chatbot or want to offer your existing chatbot via WhatsApp, I recommend choosing a technology provider that already has a connection to WhatsApp for Business.

What are typical use cases for WhatsApp chatbots?

The possible applications of WhatsApp chatbots are very broad and, at first glance, hardly differ from the use cases of web page chatbots.

1. Customer service: Companies can use WhatsApp chatbots to answer customer queries, provide support and solve problems. Chatbots can answer frequently asked questions, provide instructions and help with troubleshooting.
2. Order and booking management: WhatsApp chatbots can take orders, manage bookings and provide information on products or services. Customers can place orders, make payments and receive status updates via the chatbot. This use case is frequently used by parcel service providers in particular.
3. Notifications and updates: Companies can use WhatsApp chatbots to send notifications, updates and information to customers. This can include, for example, confirmation of an order, delivery status updates, event reminders or product updates. Many companies still use SMS for this type of service today, although it would also be possible via WhatsApp.
4. Marketing and sales: WhatsApp chatbots can be used in marketing and sales to interact with potential customers, provide information and generate leads. Chatbots can make product recommendations, share offers and guide customers through the purchasing process. One example of this is the Rosa from Migros. More about the WhatsApp chatbot in podcast episode #68.
5. Making appointments: Businesses such as doctors’ surgeries, hairdressing salons or gyms can use WhatsApp chatbots to facilitate appointments. Customers can use the chatbot to check available appointments, book appointments and receive reminders. This use case is particularly useful for companies that work less with emails and rely more on mobile communication.
6. Surveys and feedback: WhatsApp chatbots offer a way to conduct surveys and obtain feedback from customers. Companies can use the chatbot to obtain opinions on products or services, collect suggestions for improvement or conduct customer satisfaction surveys. Of course, customers must first have consented to the use of the WhatsApp chatbot.
7. Information provision: WhatsApp chatbots can serve as a source of information by providing the latest news, weather reports, product information, FAQs and other content. Users can ask the chatbot for specific information and receive immediate answers.

The list of application examples is not exhaustive, but is initially intended to provide examples of what chatbots can do and where the use of WhatsApp chatbots makes sense.

The advantages of WhatsApp chatbots at a glance

WhatsApp chatbots offer a number of advantages. The following advantages differ in part from the advantages of classic chatbots.

1. Wide reach: WhatsApp has an enormous user base with billions of active users worldwide. By using a WhatsApp chatbot, companies can reach and interact with a large number of potential customers.
2. High frequency of use: WhatsApp is used frequently and regularly by users. As a result, WhatsApp chatbots offer an excellent opportunity to communicate with customers in real time and respond quickly to their inquiries.
3. Familiar user interface: As WhatsApp is already used by many people as a communication platform, the user interface is familiar and intuitive. Users are familiar with the messaging format and can easily operate the chatbot without having to learn a new app or platform.
4. Personalized communication: WhatsApp chatbots enable personalized communication with users. By using user data and contextual information, chatbots can provide customized answers and recommendations to improve the user experience. However, it is important to check very carefully which data companies are allowed to use and which they are not.
5. Multimedia support: WhatsApp supports various media formats such as text, images, videos and audio files. Chatbots can use these functions to provide multimedia content, visualize instructions or help users solve problems.
6. Automated processes: WhatsApp chatbots enable companies to automate processes and save time. Chatbots can answer frequently asked questions, take orders, make bookings and perform other tasks without the intervention of a human employee.
7. Better customer experience: With fast and efficient communication, instant answers to questions and round-the-clock service, WhatsApp chatbots can contribute to a better customer experience and increase customer satisfaction.
8. Integration of services: WhatsApp chatbots can be integrated with other services and systems, such as CRM platforms, payment gateways or ticketing systems, to enable seamless workflows and transactions. For a long time, this function was only possible with classic web chatbots and now also applies to chatbots in WhatsApp.

The disadvantages of WhatsApp chatbots

In addition to all the advantages, there are also a few points of criticism in which WhatsApp chatbots differ from classic website chatbots.

1. Limited functionality: WhatsApp bots have certain limitations in terms of functionality compared to web or app-based chatbots. For example, the display of complex user interfaces or the display of images and videos in WhatsApp is limited.
2. Dependence on WhatsApp: WhatsApp chatbots are dependent on the availability and reliability of the WhatsApp platform. If there are disruptions or technical problems with WhatsApp, this can affect communication and the operation of the bot.
3. Limited integration options: WhatsApp bots may not integrate seamlessly with all of an organization’s existing systems or services. There may be limitations when it comes to connecting to CRM systems or other business applications.
4. Data protection and security concerns: As WhatsApp is a third-party provider, there is a possibility that sensitive data exchanged via the chatbot could fall into the hands of third parties. Data protection and security measures must be carefully implemented to protect the privacy of users.
5. Limited analysis options: WhatsApp offers limited analytics capabilities compared to specialized chatbot analytics platforms. The collection and analysis of data on user behavior or the performance of the chatbot may be restricted.

What does a WhatsApp chatbot cost?

The costs for a WhatsApp chatbot cannot be quantified across the board. Similar to other chatbot projects, they depend on the scope of the chatbot and the number of functionalities. WhatsApp chatbots usually incur additional costs per conversation or per customer interaction with the chatbot. However, there are also chatbot tool providers that cover the WhatsApp call costs for their customers. In this case, companies pay the fees to WhatsApp indirectly via the provider.

Overall, the costs for WhatsApp chatbots include the usual license costs, concept costs, implementation costs including possible interfaces and call costs. You can find more information on the costs of a chatbot in one of my previous posts. In particular, the aim is to better understand and assess the cost drivers.

How do I implement a WhatsApp chatbot in my company? (Step-by-step instructions)

My Virtual Agent Guide or the 6 Step Guide for Conversational AI will help you implement a WhatsApp chatbot. Basically, everything starts with the creation of the concept. The following questions will arise:

1. What goal should a (marketing) chatbot have?
2. What tone of voice should my chatbot have?
3. What should the chatbot talk about?
4. Would I like to offer a guided or free dialog?
5. What functions must the chatbot offer?
6. Which interfaces to internal systems must the chatbot have?
7. How do I respond to questions that my chatbot cannot answer?

The next step is to find the right technology partner. The previously created concept helps you to create all requirements for possible providers.

Common mistakes when setting up WhatsApp chatbots

When using WhatsApp chatbots, there are general and channel-specific factors that should definitely be taken into account. The general questions include, for example, the general suitability for agreeing the use case.

The following list provides some specific tips to consider when planning, introducing and implementing WhatsApp chatbots

1. Data protection and consent: When using WhatsApp chatbots, it is important to ensure that data protection regulations are complied with. Users should be informed about data processing and storage and give their consent to use the chatbot.
2. Automation limits: Although chatbots provide efficient support, there are situations in which human interaction is required. It is important to know the limits of the chatbot and ensure that users can be transferred to a human employee if necessary. Or that they can at least enter their contact details accordingly.
3. Clear instructions and options: The chatbot should provide clear instructions and give the user clear options to choose from. Good user guidance and comprehensibility contribute to a positive user experience. In the beginning, it was not possible to use the buttons on WhatsApp. Today, however, it is possible and companies should definitely make use of it. WhatsApp users are used to quick and easy communication. The same should also be reflected in WhatsApp chatbots.
4. Customer service and feedback: Providing effective customer service is crucial. Companies should ensure that customers are supported quickly and appropriately in the event of problems or complaints. Feedback mechanisms should also be implemented to continuously improve the user experience. If a user requests a human employee, they should join the conversation as quickly as possible. If the user inquiry comes in outside of opening hours, the WhatsApp chatbot can record the inquiry, send it to the appropriate employee and write to the user to let them know approximately when they will receive a response to their inquiry.

Conclusion: Is a WhatsApp chatbot the right thing for your company?

The question of whether your company needs a WhatsApp bot or not cannot be answered by default. Rather, you have to decide whether it is easier for you and your target group to chat via WhatsApp than via the classic website. You may have customers who are less digitally savvy. In this case, the WhatsApp chatbot is suitable. However, if your customers are already on your website or even in your portal anyway, the classic chatbot on WhatsApp may also be sufficient.

We would be very happy to talk about it. Send me a WhatsApp message or an e-mail and we can talk about it.

Whatsapp chatbot – Frequently asked questions & answers

What is a WhatsApp chatbot?

A Whatsapp chatbot is an automated software assistant that automates communication with users via Whatsapp, for example for customer inquiries or support services.

How does a WhatsApp chatbot work?

A Whatsapp chatbot uses algorithms and predefined rules to respond to user input. For more complex models, technologies such as machine learning are often used.

How can I integrate a WhatsApp chatbot into my company?

The integration of a Whatsapp chatbot first requires thorough planning in order to define the intended use and target group. The chatbot can then be created using a suitable platform and integrated into the existing communication system.

How much does a WhatsApp chatbot cost?

The costs for a Whatsapp chatbot can vary greatly. They depend on various factors, such as the complexity of the chatbot and the specific requirements of the company.

How can a WhatsApp chatbot help my company?

A Whatsapp chatbot can significantly improve communication with customers by providing quick responses and automatically processing customer inquiries. It can also reduce the workload of the customer service team and thus save costs.

Can a WhatsApp chatbot also replace human interaction?

A Whatsapp chatbot can take over many routine tasks that are otherwise carried out by humans. However, they cannot represent the full spectrum of human interactions and emotions and should therefore be seen as a supplement, not a substitute for human customer service.

Are WhatsApp chatbots safe?

The security of Whatsapp chatbots depends on the platform and the security measures used when setting up and operating the chatbot. However, they are generally considered secure as long as data protection guidelines are followed and regular security checks are carried out.