About
This page describes the WhatsApp Business Platform and where 360dialog fits into the WhatsApp ecosystem.
WhatsApp Products
WhatsApp offers two dedicated solutions for businesses, in addition to its standard consumer app.
The WhatsApp Business Platform is designed for medium to large businesses that need to communicate with customers at scale.
The WhatsApp Business App is built for small businesses. It includes additional features such as a business profile, product catalog, quick replies, labels, and automated greeting messages. Since the introducation of Coexistence, small businesses can message using teh Business app and the Business platform simultaneously. The Business App is sometimes referred to as the SMB app.
This is the regular WhatsApp app most people use every day. It’s designed for personal communication: chatting with friends and family, making calls, sharing photos, and joining group conversations. It is not intended for business operations.
WhatsApp Business Platform
The WhatsApp Business Platform enables businesses to communicate with customers at scale.
360dialog is an official WhatsApp Business Solutions Provider (BSP) and Premier Meta Partner.
A WhatsApp BSP is an official partner authorised by WhatsApp to provide businesses with access to the WhatsApp Business Platform. BSPs help businesses set up, manage, and scale WhatsApp messaging.
BSPs like 360dialog have the right to resell usage of our WhatsApp Business Solution by extending a line of credit to businesses. We also host the embedded signup, which is used for client onboarding.
We work with an extensive network of Partner Tech Providers, who provide messaging solutions for WhatsApp. Tech Providers have access to the same technical capabilities as Solution Partners (BSPs), but differ in billing and partner status.
Core APIs & capabilities
WhatsApp Cloud API
WhatsApp Cloud API enables businesses to programmatically message and call on WhatsApp. Businesses can use Cloud API to send users a variety of messages, from simple text messages to rich media and interactive messages.
WhatsApp Cloud API includes:
Messaging: Send text messages, rich media, and interactive messages
Calling: Make and receive calls to customers
Groups: Create, manage, and message WhatsApp group conversations
WhatsApp messaging provides a powerful and private way to engage with customers. Use Cloud API to:
Send order confirmations and shipping updates
Share appointment availability and other reminders
Drive upsell and cross-sell opportunities
Facilitate end-to-end transactions, from product discovery to payment
Enable multi-factor authentication or one-time passwords to verify accounts and users
Deliver custom interactive conversational experiences
Business Management API / 360dialog Hub
The WhatsApp Business Management API allows you to manage WhatsApp Business Accounts (WABAs) and their associated assets. We provide access to this functionality through the 360dialog Hub for Clients, and through the 360dialog Partner Hub and Partner API for Partners.
To access the Partner API and programmatically manage multiple Clients’ WABAs, you must register as a 360dialog Partner.
Manage account assets with the 360dialog Hub like:
Phone numbers: Add and remove business phone numbers
Templates: Create and modify message templates for scalable messaging.
The 360dialog Hub also gives you access to account analytics like:
Messaging & Pricing analytics: The number and type of messages sent and delivered and granular pricing breakdowns for delivered messages.
Marketing Messages API for WhatsApp
MM API for WhatsApp is an API for sending optimized marketing messages on WhatsApp.When you send marketing messages through the MM API for WhatsApp, businesses can access new features not available on Cloud API and get automatic optimizations, so high engagement messages can reach more customers.The MM API for WhatsApp includes:
Quality-based delivery: Up to 9% higher marketing message deliveries over Cloud API for high engagement content.
Automated creative optimizations: Automatic enhancements to marketing creative to increase message performance.
Performance benchmarks and recommendations: Comparison of read and click rates versus similar templates from businesses in your region.
Conversion metrics: Measure marketing messages that lead users to perform app events such as ‘Add to Cart’, ‘Checkout Initiated’, or ‘Purchase’.
Webhooks
Webhooks deliver JSON payloads to your server for message status updates, incoming messages, asynchronous error handling, and many other notification utilities.The platform relies heavily on webhooks, as the contents of any message sent from a WhatsApp user to your business phone number is communicated via webhook, and all outgoing message delivery status updates are reported via webhook.
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