facebook doubles down on business tools with whatsapp api updates, login connect for messenger and more
WhatsApp API Updates Aim to Boost Business Engagement
Currently, WhatsApp boasts a global user base exceeding 2 billion individuals. In contrast, its initiatives to encourage greater business utilization have been relatively limited; approximately 175 million users engage with WhatsApp Business accounts daily for purposes such as customer support or product discussions.
As part of its F8 event, Facebook is announcing enhancements to the WhatsApp API designed to broaden this functionality.
Synergy with Instagram's Messenger API
This announcement follows closely on the heels of Facebook’s earlier unveiling of the general availability of the Messenger API for Instagram, and represents a component of a larger set of announcements focused on streamlining business operations on the platform.
Facebook's Evolution into a Commercial Platform
At their core, Facebook and its associated applications are fundamentally consumer-oriented services. They are utilized by billions to maintain connections, find entertainment, and remain informed about topics of interest.
However, Facebook, as a business entity, has been progressively developing a substantial and profitable commercial infrastructure around its highly engaged user base. This infrastructure initially centered on advertising but has expanded into areas like marketing, customer service, workplace productivity, and e-commerce.
F8 Conference: A Shift in Focus
The F8 conference, originally conceived as a hackathon, has evolved into a significant event. This year’s iteration is a considerably more subdued affair compared to recent years—lacking large gatherings (being entirely virtual), major product or hardware announcements (none have been made thus far), and resembling more of a Zoom conference.
Today’s news regarding business-focused developer tools not only refocuses the event on its original developer roots but also reinforces that commercial strategy.
Addressing Key Challenges for WhatsApp Business
For WhatsApp for Business, a primary obstacle has been the time required—from initial account setup to responding to various message types. Facebook is now directly addressing these concerns.
Streamlined Account Setup and Faster Responses
Firstly, the time needed to establish a WhatsApp business account is being reduced to five minutes, a significant improvement from the weeks previously required.
Secondly, Facebook is simplifying the use of the Business account post-setup. Businesses will now be able to respond to incoming messages more quickly, overcoming previous difficulties in following up with customers outside a 24-hour timeframe.
Furthermore, they can now proactively send messages to users who have opted in, such as updates on product availability.
Enhanced Customer Care Tools
Businesses utilizing the tool for customer care will have the option to create up to 10 pre-written messages to expedite their responses.
Additionally, they can implement reply buttons to offer pre-populated, frequently used responses to customer inquiries.
Facebook Login Connect for Messenger
Beyond the WhatsApp updates, Facebook is introducing another tool for Messenger: Facebook Login Connect.
This feature allows users who have integrated Facebook Login to access their app or website using their Facebook credentials and then continue the conversation with the company via Messenger.
Benefits of Facebook Login Connect
This is advantageous not only because it centralizes user conversations but also grants the company access to the tools already developed for conducting conversations in Messenger, including chatbots and integrations with CRM databases.
Facebook reports that testing indicates a 70% user opt-in rate for the Login Connect tool, demonstrating a willingness to utilize Facebook credentials in this manner.
Currently in closed beta, this feature will become more broadly available in the coming months.
Introducing "Business Apps" within Business Suite
Finally, Facebook is launching a new feature within its Business Suite—a platform enabling businesses to manage activity across Facebook, Instagram, and Messenger—allowing developers to build “Business Apps.”
These are not applications in the traditional app store sense, but rather tools created by third-party developers to complement the Facebook-built Business Suite.
This further integrates Facebook tools into business websites and applications, and also facilitates the incorporation of business content—such as catalog items—into their Facebook Page or Instagram account. The platform currently has 90 developers working on it and integrates with e-commerce platforms like Bigcommerce, according to Facebook.