WhatsApp Cloud API - complete guide

The digital world is constantly changing, and with it, the ways in which companies interact with their customers are evolving. The introduction of the WhatsApp API has ushered in a new era of customer communication. And recently, the next evolution is already here: Meta has introduced the WhatsApp Cloud API. In this blog article, you will learn what makes the WhatsApp Cloud API different from the previous WhatsApp Business API and how the WhatsApp API could also revolutionize your customer communication.

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What is the WhatsApp Business API?

In order to offer larger companies a secure, scalable and DSGVO-compliant solution tailored to their needs, WhatsApp parent company Meta launched the WhatsApp Business API in August 2018. This application programming interface (API) enables businesses to receive and reply to WhatsApp messages from their customers.

Unlike the WhatsApp Business app, the API itself comes without a user interface. The API connects WhatsApp to a professional messaging tool, such as the one offered by Mateo. Enterprises integrate the WhatsApp API endpoint with the software of an official WhatsApp Business Solution provider. Mateo offers enterprise customers the corresponding integration in a clear user interface with its in-house software.

‍This version of the WhatsApp API, introduced in 2018, is also called the "WhatsApp On-Premises API" by Meta. So the terms "WhatsApp Business API" and "WhatsApp On-Premises API" are synonyms. But what exactly is the new WhatsApp Cloud API?

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What is the WhatsApp Cloud API?

The WhatsApp Cloud API is a platform that enables businesses to seamlessly interact with their customers via the popular messaging service WhatsApp. It opens the door to more efficient communication channels and opens up a wide range of possibilities for automating processes.

The API enables businesses to send, receive and manage messages, providing the foundation for multiple use cases such as customer support, notifications, marketing campaigns and more. Leveraging the cloud-based infrastructure of Meta (the company behind WhatsApp) eliminates the need to run your own servers, making it easier to access and use the API.

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How exactly does the WhatsApp Cloud API differ from the WhatsApp On-Premises API?

The WhatsApp Cloud API is fundamentally different from the on-premises API in terms of the underlying infrastructure and deployment. While the on-premises API requires companies to run their own servers, the cloud API runs in Meta's data centers. This results in a simplification of technical requirements and allows companies to focus on the actual communication rather than having to worry about procuring and maintaining servers. The following graphic clearly shows the differences in infrastructure (source: Meta Platforms).
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Schematic representation of the architecture of the WhatsApp Cloud API — When comparing the architecture of the WhatsApp on-premises API and the WhatsApp Cloud API, the differences become visible (source: Meta Platforms).

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The Cloud API also provides seamless access to new features and updates. It ensures that companies are always up to date without having to perform manual upgrades. This enables companies to respond faster to changing requirements and customer needs.

Reading tip: What does the WhatsApp API actually cost? In this article you will learn all the details about the prices of the WhatsApp API in 2023.

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The most important peculiarities of the WhatsApp Business API and Cloud API

In order to keep WhatsApp free of excessive advertising and spam, there are some restrictions that companies must follow when contacting users.

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Marketing via WhatsApp Business

Companies are only allowed to send advertising messages, spam and marketing messages as so-called "Promotional Messages". These are individually customizable message templates that must be approved in advance by WhatsApp. Customers can, for example, receive product suggestions based on their last order. Cold call messages and certain words or phrases that make the message sound too promotional are not allowed. Important customer information such as order confirmations can, of course, be sent at any time.

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Consent (Opt-in)

Messages can only be sent to users if they are a reply to a message from the user or if the person actively opts in to receive WhatsApp messages (e.g. by entering a phone number and checking a box).

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Service window for answers

If a user sends an inquiry to the company via WhatsApp, the answer must be provided within 24 hours ("customer care window"). This means that customer inquiries are answered promptly, which improves the user experience of WhatsApp users and prevents the company from contacting them (without opting in).

Within the service window, communication with WhatsApp Business works just like with the application for individuals. Messages can be sent with text, web links and emojis, and of course images, videos and attachments like PDF files can be shared in the chat.

Automation in the form of chatbots is allowed within the service window. However, the option to forward the user to a customer service representative must be available.

When the service window is closed, a special message template must be sent to ask the user to contact you.

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Message templates

Message templates (called "template messages" by WhatsApp) can make customer communications very efficient for the business. WhatsApp business customers can use pre-written messages to send order confirmations, payment requests, and shipping information in seconds.

Technically, a message template is a text string that uses placeholders (for e.g. order numbers, dates and prices) to provide personalized information. In addition to the selection of frequently used templates provided by WhatsApp Business by default, custom message templates can also be created to cover all service situations for the individual use case. These must be approved before they can be used by WhatsApp. The approval process takes up to 24 hours. WhatsApp reviews message templates to prevent companies from sending unwanted content such as advertising messages to consumers.
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Message templates make customer communication via WhatsApp Business highly efficient (Source: Google Play Store).

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Combined with a clear user interface like Mateo offers, these tools unleash their full potential and make WhatsApp Business API customer communications highly efficient.

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How to get access to WhatsApp Cloud API?

Access to the WhatsApp Cloud API is either via so-called Business Solution Providers (BSPs) or directly via the WhatsApp Cloud. Business Solution Providers can manage the integration and deployment of the API for enterprises. Companies that want to integrate the WhatsApp Cloud API on their own must expect a significant commitment of human resources from the IT department.

If you still want to try to set up the WhatsApp Cloud API on your own, you must first set up a Facebook developer account, create your own app and link it to WhatsApp. After successfully sending a test message, you need to configure a so-called webhook to enable receiving notifications. After that, you need to confirm the correct setup by receiving a test message. If this was successful, you will need to connect and legitimize your phone number. For detailed and always up-to-date instructions on how to set up the WhatsApp Cloud API, visit Meta. You can also find more information at Meta`s FAQ on the Cloud API.

Overall, the WhatsApp Cloud API marks a significant step in the evolution of enterprise communications. It enables businesses to interact more efficiently and dynamically with their customers while minimizing the technical hurdles of infrastructure. The Cloud API opens the door to a new era of communication where businesses can seamlessly and effectively engage with customers around the world.

However, the effort and expertise required to integrate the WhatsApp Cloud API independently should not be underestimated. Using the WhatsApp API via an external provider such as Mateo, on the other hand, is very simple. Monthly fees are incurred in the process. With the cost-effective software from Mateo, API access is available for as little as €79 per month.

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Here's how to make it easier: use the WhatsApp API with Mateo

WhatsApp only allows very few large corporations direct access to its API and, moreover, the setup is highly complex. For most companies, the way to WhatsApp Business API is through so-called Business Solution Providers. These are official partners of WhatsApp owner Facebook that support companies in accessing the API. The setup of the API depends on the API provider.

The professional messaging tool from Mateo offers not only the integration of WhatsApp Business via the API, but also a clear user interface and the integration of many other communication channels such as email, Instagram, SMS and Facebook Messenger. Mateo offers a fully comprehensive service with professional account managers when setting up the software including the WhatsApp Business API.

Through an inventory analysis, it is identified how the software can best be integrated. Following this, if not already in place, Mateo applies for company phone numbers and sets up the system. Now the communication channels are united in the user interface provided by Mateo and can be used directly. A dedicated contact person is always available to answer questions and provide additional tips for highly efficient customer communication. All details are discussed in a free consultation appointment.

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What are the benefits of using the WhatsApp API with Mateo?

At Mateo, we are your messaging experts when it comes to customer communication. Hundreds of companies already use Mateo and are enthusiastic about it. Our customers particularly appreciate the following advantages of Mateo:

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Central user interface

In addition to WhatsApp Business API, Mateo bundles many other communication channels such as email, Instagram, Google Business Chat, SMS or Facebook Messenger in a central inbox. On the intuitive and clear user interface, you will find various helpful tools for particularly efficient customer communication. For your customers, a web widget with the message channels you support is available for particularly easy contact.

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Custom Message Templates

Thanks to various message templates that can be created individually, the amount of paperwork is minimized and the efficiency of customer communication is increased. This means that personnel resources in the service area can be deployed elsewhere.

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WhatsApp & SMS Marketing Newsletter

With Mateo's WhatsApp API solution, newsletters can be sent in a GDPR-compliant manner. Due to the first-class open rate of 98% for WhatsApp messages, marketing can thus be done much better than via email or other channels. With Mateo, you can also send your marketing newsletters automatically via SMS.

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More positive Google reviews

With Mateo, you create an outstanding customer experience. Mateo can automatically request online reviews from your customers. The more reviews you have, the better you will be found on Google, for example. Reviews also create trust in your company.

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Privacy

Mateo's messaging tool is compatible with all German and European legally binding data protection requirements. If the law changes, the software will be revised accordingly. For absolutely secure customer communication, all messages are encrypted end-to-end. You can read all the info about the GDPR when using WhatsApp in our article"WhatsApp Business and GDPR". This will help you avoid the warnings, severe penalties and expensive legal costs that often occur in the event of non-compliance with the GDPR (= use of the standard WhatsApp Business app).

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Scalability for all company sizes

The scalability of the messaging tool has been confirmed by the large number of companies already using Mateo with great satisfaction. Whether customers have just a few employees or many hundreds, the software works smoothly and, depending on the package, with an unlimited number of end devices, users and phone numbers. The fact that Mateo significantly reduces the workload in the customer service area opens up new growth opportunities for many companies.

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Low cost provider for WhatsApp Business API

With an entry-level price of just 79 euros per month, Mateo is a cost-effective provider for WhatsApp Business API solutions on the German market. Combined with the integration of additional communication channels and various helpful tools, Mateo offers excellent value for money. Mateo's personal customer support assists companies with every step of the integration, ensuring very low barriers to entry.

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WhatsApp Cloud API: Upgrade for your customer communication [September 2023].