WhatsApp has grown into a channel that is hard to ignore, even for business-related use cases. However, not everyone has adopted the chat app as well as others, and thus, various aspects must be considered before investing in the channel.


This post covers key factors to evaluate before implementing WhatsApp Business Messaging.

Evaluate WhatsApp Adoption in Your Market

WhatsApp adoption varies widely across countries and demographics. Before investing, research to ensure there is a sufficient user base amongst your target audience.


According to data available, Europe, Latin America, and India are at the forefront of WhatsApp usage. Countries like Italy, Germany, and Spain demonstrate audience penetration rates exceeding 90%. In contrast, the number is much lower in countries such as Czechia, Slovakia, and Bulgaria, at less than 55%.

Is Your Audience Ready for WhatsApp?

Beyond the adoption rate, consider whether the audience expects to receive business messages on WhatsApp.

WhatsApp started as a personal messaging app, which has determined its more private feel. If not approached correctly, using it for business might feel intrusive and lead to lowered trust and engagement.

That being said, people in countries like Brazil, Italy, and Spain prefer talking to businesses on WhatsApp.

Define Your WhatsApp Messaging Goals

Although WhatsApp is a new and innovative channel, not every business should jump in without a clear plan.


Consider the following before committing:

  1. Message types you aim to send: Marketing, Authentication, Utility and Service;

  2. Cost comparison with other channels such as SMS;

  3. Your team's technical capabilities;

  4. Resources needed for ongoing management;

  5. Users opt-in for WhatsApp messages.


A detailed comparison between SMS and WhatsApp has been outlined in the following article.

Step-by-Step Guide for Getting Started

Getting started with WhatsApp might not be as easy as you think. There are two main ways of doing this, and each has its benefits:

  • Integrate your systems directly with the WhatsApp API.

    Meta provides a public API for WhatsApp Business Messages. To get started, you need to create a Business account. After signing up, you will get access to API keys

  • Use a third-party API provider.

    Choosing to go with a third-party provider carries multiple benefits:
    - Seamless setup and onboarding
    - 24/7 support
    - Fall-back channels in one API


Remember that not all people use WhatsApp or expect to receive business communications there. In our experience, utilizing fall-back channels is a must. For example, with Messente’s Omnichannel API, you can integrate SMS, Viber, and WhatsApp at once. When the system recognizes that the user isn’t available in one channel, it sends the message in the other.


PS! When utilizing a 3rd party API provider, you would still need to create a WhatsApp Business account. This aims for Meta to verify your business and approve your message templates.