In 2019, the world’s most popular messaging platform, WhatsApp, introduced WhatsApp Business. Free and easy to use, WhatsApp Business is a ready-made and perfect companion for business. That doesn’t mean it will be all smooth sailing for every business that tries to use the combo, but there’s a lot to like. Here are the advantages and disadvantages of WhatsApp for Business.
Advantages
Where to begin—the benefits of using WhatsApp for Business are numerous.
1. Security
First, we’ll start by outlining one of the factors that distinguished WhatsApp and led to its rapid rise to the top of the messaging world: security. Every message, document, picture—every interaction you have on WhatsApp is encrypted end-to-end, meaning only you and the person you are directly communicating with have the ability to see the information.
That means that no one—not the WhatsApp founders, not your telecom provider, not the company that made your phone and not even hackers—can use your personal information against you in any way whatsoever. Likewise, WhatsApp operates two-factor identification, a security procedure that has time and again proven itself safer than mere passwords. And those factors together and you get the trust of every person using WhatsApp.
2. User interface
Another major benefit is how easy it is to use. The App’s User Interface and operations are so smooth and simple. Rarely can you find a person who downloads WhatsApp and gets confused about what to do next. It is intuitive, well designed and all in all, idiot-proof.
3. Popularity
The third game-changing advantage? WhatsApp is free and widespread across the globe. It has long been more than a niche app, which makes its free access all the more surprising when you consider how insidious other free services have been in turning a profit. WhatsApp was so successful in the first part of the decade that Facebook bought the company for $19 billion—even though WhatsApp wasn’t exactly printing money at the time.
4. Global reach
WhatsApp allows businesses to reach customers around the world without additional costs. This global reach is particularly beneficial for small businesses looking to expand their market without the heavy expenditure typically associated with international outreach.
5. Automation and integration
WhatsApp Business API enables automation of tasks and integration with existing business systems, helping businesses streamline operations and improve response times to customer inquiries.
Disadvantages
The disadvantages of using WhatsApp Business don’t balance out the advantages, but some do exist.
1. No support for VoIP numbers
As of 2022, WhatsApp no longer supports VoIP numbers. You can only register a number with an active physical SIM card.
2. Limited account access
For starters, you can only have one business account, and that account can only be active on one device at a time, which limits the outreach ability of larger companies.
3. Potential over-messaging
WhatsApp Business lets businesses send out lots more messages directly to customers, which could become annoying, especially if you are constantly getting marketing material. There is a fine line between needing and wanting to contact a business.
4. Ties to Facebook
The elephant in the room: Facebook. Public trust and confidence in the social media monolith are at all-time lows, and rightfully so with how the company operates and intentionally deceives its users. While the tech giant has largely kept WhatsApp as is since purchasing it, they are still the decision makers for where the app goes; that is all the more apparent with a recent update that now informs you that WhatsApp is brought to you by Facebook every time you open it.
5. Dependency on internet access
WhatsApp’s functionality relies heavily on internet access, which can be a drawback in regions with unreliable internet service.
6. Limited customization
Limitations in customization of features compared to other business communication platforms can be restrictive for businesses with specific needs.
Final thoughts on using WhatsApp for business communication
Laying out the advantages and disadvantages of WhatsApp for business paints a clear picture: using it is easy and helpful. If your business has VoIP, there is no reason to avoid or wait on getting WhatsApp to make your customer communications even stronger. Some disadvantages exist, but there are so many advantages of WhatsApp Business—and since its free, there is little risk to trying it—that it will likely revolutionize customer service over the next half decade. Don’t wait for your customers to tell you what they expect—anticipate it and download WhatsApp Business to show them you’re ahead of the curve and worth their time and attention.
