WhatsApp Business Platform

The WhatsApp
Marketing Playbook
Leverage the fast-growing chat app in sales and marketing to
enhance your customer communication and drive business
growth
EOCEAN WHATSAPP MARKETING PLAYBOOK THE RUNDOWN 2

It’s where your customers already live 3

WhatsApp campaigns and features 4
The WhatsApp Ecosystem – Understanding its services
The Rundown Benefits of WhatsApp marketing
5
7
Ways to connect with customers on WhatsApp Business Platform 8
WhatsApp campaigns – Use cases 9
Getting started with WhatsApp Campaigns 11
Best practices for a high-quality user-experience 12
Use WhatsApp to meet customers at all stages of their journey 13
WhatsApp content types to build engaging journeys 14
A day in the life of a digital customer 15
Key takeaways for WhatsApp campaigns 16
 EOCEAN WHATSAPP MARKETING PLAYBOOK IT’S WHERE YOUR CUSTOEMRS ALREADY LIVE 3

It’s where your customers already live

In the realm of Over the Top (OTT) messaging platforms, WhatsApp emerged as a rising
star in 2013, generating an impressive revenue of $20 million. It might have been difficult
Based on 2023 data, 2.7B people use
then to anticipate the enterprise being acquired by Facebook just a year later for an
astounding $19 billion. WhatsApp across the globe.+

The visionary at Facebook's helm, Mark Zuckerberg, recognized WhatsApp's latent

potential. With Facebook's transition towards mobile-first operations, the phenomenal Users in 180 countries.++
performance of WhatsApp, delivering 4.7 billion messages daily, compelled Zuckerberg to
make a strategic move - the acquisition of WhatsApp, marking the biggest internet deal
since 2001's Time Warner/AOL merger.
In a 2022 survey, 70% of people said
Fast tracking to the present, WhatsApp has evolved into the preeminent messaging app they feel more connected to a business,
globally, boasting a user base exceeding 2 billion. As such, it has definitively proved its
worth and indispensability, positioning any contemporary enterprise that fails to leverage it
they can message.+++
in a disadvantageous state.
Based on 2021 data, over 175M people
This playbook is designed to guide you on using the global app phenomenon, to
revolutionize your communication with customers. globally send a message to a WhatsApp
business account each day.++++
With a blend of broad reach, customer preference and enhanced engagement, the
WhatsApp Business Platform can be an invaluable tool for businesses worldwide. By
engaging customers on their preferred platform, you can boost customer satisfaction, slash
costs and generate increased revenue. It's an opportunity no business should pass up.

Sources: + Statista , ++ WhatsApp, +++ Independent , ++++ Twitter

 EOCEAN WHATSAPP MARKETING PLAYBOOK WHATSAPP CAMPAIGNS AND FEATURES 4

WhatsApp campaigns and features

WhatsApp campaigns are marketing activities conducted on the WhatsApp Business Platform. They involve strategies such as product promotion,
customer support, surveys, loyalty programs, and content distribution. These campaigns allow businesses to directly engage with their customers
through personalized messages, images, videos, documents, location, quick reply and call-to-action buttons.

WhatsApp campaigns are effective because they leverage the popularity and accessibility of the messaging platform to reach and communicate with
their target audience.

Key features of a WhatsApp campaign include:

Rich media messaging at scale GDPR compliant Meta approved Official partner support

The recent update to WhatsApp WhatsApp Business API is Templates for WhatsApp To send WhatsApp campaigns on
allows businesses to send bulk designed to be GDPR compliant, campaigns must first be approved a large scale, it is essential to
messages and go beyond plain text. provided it is used correctly. by Meta. This helps make sure have an official WhatsApp
With the ability to include media Business must ensure that all their that all content is legitimate. Business account for accessing
elements and interactive buttons, marketing contacts must be 100% Templates with poor user WhatsApp APIs. To obtain an
businesses can now create more opt-in. Contacts must give explicit feedback can stop a business’ official WhatsApp Business
engaging and interactive messages consent to be contacted over the operations on WhatsApp. Account, you can partner with a
to capture the attention of their WhatApp platform, either by the Template approvals are reduced WhatsApp Business Solution
audience. This update brings new website, SMS, a WhatsApp thread, from 12+ hours to minutes, thanks Provider (BSP) like Eocean. The
opportunities for businesses to in person, or other means. to improved content detection. BSP will enable you to create and
create multi-media content and Approved templates can also be send campaigns efficiently.
enhance their communication reused for future campaigns.
strategies on WhatsApp.
 EOCEAN WHATSAPP MARKETING PLAYBOOK THE WHATSAPP ECOSYSTEM – UNDERSTANDING ITS SERVICES 5

The WhatsApp Ecosystem – Understanding its services

WhatsApp ecosystem consists of three different products - the Consumer App, Business App and WhatsApp Business Platform.

Consumer App Business App WhatsApp Business Platform

For individuals who communicate with friends and For small businesses who personally manage For medium to large businesses who communicate
family. conversations with customers with customers at scale through programmatic
access

Person Person Person SMB Person Enterprise

 EOCEAN WHATSAPP MARKETING PLAYBOOK THE WHATSAPP ECOSYSTEM – UNDERSTANDING ITS SERVICES 6

Consumer App Business App WhatsApp Business Platform

Free app downloaded onto an individual phone. Free app downloaded onto an individual phone. Paid service operated through your company’s
infrastructure and accessed via custom UI or third-
Provides one-to-one manual communication. Provides one-to-one manual communication allowing party interface, like a CRM.
up to four people to each respond to customer
Does not provide verification (green check mark). messages on a phone or in a browser. Can connect thousands of agents as well as bots to
interact with customers programmatically and
No back-end integrations. Does not provide verification (green check mark). manually.

No back-end integrations. Official business account (green check mark).

Manual only - no bot integration. Can integrate with numerous back-end systems such
as CRM and marketing automation platforms.
 EOCEAN WHATSAPP MARKETING PLAYBOOK BENEFITS OF WHATSAPP MARKETING 7

Benefits of WhatsApp marketing

From showcasing product catalogs to sending thousands of broadcasts and automated rich media interactive messages at scale,
WhatsApp marketing allows businesses to build conversational relationships with customers.

Global reach Rich media messaging

❑ 2.78 billon users + ❑ Images, Videos & Location Enable rich media messaging for
Most widely used mobile communication
businesses to communicate with their
❑ 180 countries platform for personal messages, with ❑ Links $ documents customers across different industry
five in ten respondents reporting using it
❑ 60 languages ❑ Quick replies and CTA buttons verticals including E-commerce, Fintech,
to exchange messages with friends and
Healthcare, Travel, Logistics, Education
❑ 100B+ messages sent daily ++ family. ❑ Product Catalogs and others.

Secure and fast Automation

❑ Verified Business Profile Designed to be fast and reliable, ❑ WhatsApp Catalog and cart Leverage WhatsApp Business APIs to
allowing business owners to build chatbots to automate sales
❑ Encrypted messaging ❑ Discounts and offers
communicate with their customers in processes and send promotional
❑ 80 messages per second ++++ real time with a verified business ❑ Cart reminders and delivery updates messages.
account.
❑ Surveys and feedbacks

High open rate Click to WhatsApp ads

High-reach global platform used every
❑ 2.5 billon users globally day by people to communicate with ❑ Facebook & Instagram (Newsfeed, Utilize call-to-action button on your
friends, family and businesses. Stories & marketplace) Facebook and Instagram ads that, when
❑ 98% open rate
clicked, opens a chat thread between your
❑ One click button to start WhatsApp customers and your business on
❑ 80% messages read within conversation
5 minutes +++ WhatsApp

Sources: + Statista , ++ Cooby , +++ Telemedia , ++++ Cloud API

 EOCEAN WHATSAPP MARKETING PLAYBOOK WAYS TO CONNECT WITH CUSTOMERS ON WHATSAPP BUSINESS PLATFORM 8

Ways to connect with customers on WhatsApp Business Platform

WhatsApp Business Platform offers two ways to connect with customers

Respond to customer initiated messages Reach out to customers with business initiated messages

• Use channels off of WhatsApp to drive organic awareness about your • Once you've secured a customer's Opt-in , you can initiate messages to
WhatsApp number such as your website, storefront and customer mailings them on WhatsApp
or use paid awareness channels such as Click to WhatsApp Ads
• These messages must be approved by WhatsApp and created with
• Then customers can initiate a conversation by messaging your business customizable message templates and can be text-based, media-based, or
interactive

Hey Hassan, Your package has

I would like to learn more about your
been shipped. Expect delivery by
insurance plans?
Tue, 18 June
12.22

Track shipment

Would you like to speak to our sales team? Chat with agent

Yes No Track shipment

12.22
 EOCEAN WHATSAPP MARKETING PLAYBOOK
WHATSAPP CAMPAIGNS – USE CASES 9

WhatsApp campaigns – Use cases

WhatsApp capabilities have expanded to include exciting marketing and sales use cases. Engage with customers using personalized and
interactive campaigns that increase customer conversion and satisfaction.

Lead generation Promotional messages WhatsApp ordering

Generate leads by placing WhatsApp click-to- Engage customers by sending discount offers, Showcase your product catalogue as a mobile
chat link feature on websites, social media, seasonal promotions, product launch store front to let your customers browse, select
and digital advertisements, enabling potential messages, event announcements & more with and purchase products directly on WhatsApp
customers to initiate conversations effortlessly call to action buttons to increase conversions. for a seamless shopping experience.
on WhatsApp.
EOCEAN WHATSAPP MARKETING PLAYBOOK
WHATSAPP CAMPAIGNS – USE CASES 10

Scratch & win Feedback + Promotions Cart reminders

Boost your customer engagement with Get instant feedback from customers for your Bring back customers abandoning their carts
dynamic and interactive rich media products and services by using quick reply before completing checkout by automating
experiences. Motivate purchases by offering buttons. When customers click on these buttons reminder messages for incomplete orders on
incentives and rewards with a simple call to to provide feedback, your WhatsApp Chatbot will WhatsApp. Identify and reduce friction by
action, ultimately strengthening brand loyalty automatically send an enticing offer, prompting providing CTA link of the payment portal of the
and simultaneously generating new leads for them to purchase another product. website and quick reply button to let your
your business. customers speak to agents for product related
queries.
 EOCEAN WHATSAPP MARKETING PLAYBOOK
GETTING STARTED WITH WHATSAPP CAMPAIGNS 11

Getting started with WhatsApp Campaigns

How to get an account on WhatsApp Business Platform

1 Select your business solution provider 3 Apply for a WhatsApp Business account
The WhatsApp Business Platform gives medium to large businesses The next step is to apply for a WhatsApp Business Account through
the ability to connect with customers at scale. To be able to do that, the BSP of your choice. Eocean can help you create your account.
businesses require a Business Solution Provider (BSP) and Meta Business must provide information such as a valid and dedicated
business partner like Eocean that provides them with a customer phone number, Business manager ID, profile information including
engagement platform that connect thousands of customers with business name, email, address, website and description. Accepting
agents or bots, enabling both programmatic and manual WhatsApp’s terms and rules are also part of this process.
communication enabling them to offer unparalleled customer
experiences.

E Ocean Digital Connect simplifies the process of handling sales,

4 Activate the WhatsApp channel
marketing, and support conversations by bringing them all together in
a single platform. It allows businesses to create interactive experiences Finally, you will work with your BSP to configure the API and integrate
for their customers, without the need for any technical expertise. Get a it with your back-end systems. Once everything is set up, you can get
WhatsApp business account now to start building conversational your template approved by Meta and start sending and receiving
relationships at competitive pricing. messages using the WhatsApp Business API!

2 Create a Facebook Business manager account

Business must have a verified Facebook Business manager account to
provide a Facebook Business Manager ID as part of the onboarding
process for a WhatsApp Business Platform account. Without a valid
Facebook Business Manager ID, Meta will not approve your Business
Account application. If you don’t already have one, you can create your
business manager account.
 EOCEAN WHATSAPP MARKETING PLAYBOOK
BEST PRACTICES FOR A HIGH QUALITY USER EXPERIENCE 12

Best practices for a high-quality user-experience

Create quality end-user experiences and maintain guidelines to avoid bans and messaging blocks by WhatsApp

Obtain customer consent Personalize your messages Be responsive

before sending campaign messages by obtaining and ensure they are tailored to customers' interests to customer needs while using automation during the
Opt-in from your customers. Alternatively provide and preferences. Avoid messaging customers too sales process or support by offering an escalation path
Opt-out mechanisms to allow customers to frequently as it may be seen as spam. Be thoughtful to a human agent . Ensure prompt response times and
unsubscribe from messaging and mitigate risk of about optimizing the content and length of configure an away message for after business hours if
their blocking or reporting your business. informational messages. Lastly, use multimedia your WhatsApp channel is managed by live agents.
elements such as images, videos, and quick reply
buttons to make your messages more effective and
engaging.
 EOCEAN WHATSAPP MARKETING PLAYBOOK
USE WHATAPP TO MEET CUSTOMERS AT ALL STAGES OF THEIR JOURNEY 13

Use WhatsApp to meet customers at all stages of their journey

Turn a touchpoint into active engagement and steer user behavior towards building long term relationships

Customers have a problem and they are • Ads that click to WhatsApp
they are seeking information and exploring • Marketing Messages
Awareness different products and solutions • QR codes, click to chat links and other
entry points

• Marketing Messages
Customers are considering your company against • Single & multi-product catalog
Consideration others with similar products or services • Catalog button as a CTA in marketing
message

Purchase &
Post-purchase
• Transactional notifications
Congratulations! Customers have decided to
• Customer care messages
purchase your product or service
• Send business location

Re-engagement Marketing Notifications

 EOCEAN WHATSAPP MARKETING PLAYBOOK
WHATSAPP CONTENT TYPES TO BUILD ENGAGING JOURNEYS 14

WhatsApp content types to build engaging journeys

Choose from different rich media types to engage with customers in unprecedented ways!

You can buy this t-shirt at our mall You can watch the video on how to Here is our price list for 2023 You can select products from
outlet get started models the catalog below

Let me send a voice from our refunds Price list 2023 Models
department

Price list Sep 2023.pdf T-shirt T-shirt T-shirt

Orange color Blue color Grey color
9 pages

Add to cart

Image Video Audio Document Catalog

Home Store Here is our store location near Your package has been Upgrade your SIM and avail What would you like to do
Shop online for you shipped 2GB free data today?
exclusive brands

Bed & Bath Track shipment Self-pickup Main Menu

Welcome to the Home store. Sheikh Zayed Road
Please visit the link below to select Dubai, UAE Free sim delivery Buy bundles
Contact us
items to purchase
Buy airtime
https://homestore.com/cartlink Not interested Pre-paid offers
Post-paid offers

SEND

Link Location Interactive buttons Interactive buttons Interactive buttons

Call-to-Action Quick Reply List
 EOCEAN WHATSAPP MARKETING PLAYBOOK
A DAY IN THE LIFE OF A DIGITAL CUSTOMER 15

A day in the life of a digital customer

Scenario Expectations
Meet Sarah
Shopping for a new handbag on Facebook Sarah wants a quick end-to end shopping experience

Awareness Consideration Purchase Support

Your order has been shipped and

will reach you soon! 🙂
10:45 11:45

Track shipment

Hi
7:52

Hi Sarah, Im the Lifestyle store

chatbot. How may I help you?
10:45 11:45

Shop now Track shipment

Chat with support

Chat with support

7:53

Hi Sarah. How can I help you? 🙂

10:45
7:54

I received a wrong color

7:55
 EOCEAN WHATSAPP MARKETING PLAYBOOK
KEY TAKEAWAYS FOR WHATSAPP CAMPAIGNS 16

Key takeaways for WhatsApp campaigns

• WhatsApp is a fast-growing chat app that businesses can leverage for sales and marketing.
• WhatsApp Business API allows businesses to automate and scale their customer communication. 68%
of users think WhatsApp is the
• Creating engaging content is key to building customer journeys on WhatsApp.
easiest way
• Businesses can use various content types on WhatsApp, such as images, videos, documents, of contacting a business
links, audio, and interactive buttons.
• Best practices for a high-quality user experience on WhatsApp include personalization, timely
responses, and clear calls-to-action.
• Businesses can measure the success of their WhatsApp campaigns through metrics such as
message delivery, open rates, and response rates.
• WhatsApp marketing contacts must be opted-in to avoid blocking or reporting a business.
• Businesses can integrate WhatsApp with other tools and platforms, such as CRM systems and
chatbots, to enhance their customer communication.
• WhatsApp offers 1,000 free conversations each month with pricing to fit every conversation.
• WhatsApp has specific policies and guidelines that businesses need to follow to ensure
compliance and avoid penalties.
• Businesses need to continuously optimize their WhatsApp campaigns based on customer
feedback and data analysis.

Source: “Motivations and Mindsets in Messaging” by Sentient Decision Science (Facebook-commissioned study of 8,157 people who
use Messenger, WhatsApp and/or Instagram Direct on a daily basis), ages 18+ in the US, UK, BR and IN, June 2018.
EOcean is a cloud communications platform used by hundreds of
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WhatsApp. Our APIs allow developers to easily integrate programmable
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on WhatsApp. At EOcean, we are committed to providing superior cloud
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