WhatsApp brings business APIs to the cloud and accelerates adoption – TechCrunch

WhatsApp launches beta testing of new cloud-based version today WhatsApp Business API , Hosted on the parent company’s Facebook infrastructure. As the move to the cloud reduces setup time to integrate with APIs from weeks to minutes, enterprises can quickly move to WhatsApp’s API platform to communicate with customers who choose to receive messages. It will be like. ..

The company has been steadily building business APIs over the past few years, and is one of the key ways to achieve otherwise free messaging apps. Generate revenue from the service .. Today’s businesses pay WhatsApp for each message. Rates are different Based on the number of messages sent and the region. Today, hundreds of thousands of large companies are adopting existing (non-cloud-based) APIs, including brands such as Vodafone, Copper, Sears Mexico, BMW, KLM Royal Dutch Airlines, Iberia Airlines, Itau Brazil, iFood and Bank Mandiri. doing. others.

This older version of the API will continue to be supported and WhatsApp has no current plans to force a transition to the new cloud-based version at this time. Both APIs are free to use.

Companies that use the WhatsApp Business API typically work with solution providers such as Zendesk and Twilio to facilitate the integration of the API with the customer’s back-end system. In such cases, WhatsApp is often just part of a company’s customer communication strategy. It may also transfer customer communications to other channels such as SMS, other messaging apps, and email. However, this API integration process has historically taken weeks, or even months.

Many companies don’t want to wait too long when launching and running a new system, as the pandemic is accelerating the transition to online shopping that was already underway before Covid.

The new cloud-based API aims to simplify things in that respect by providing a much easier and therefore faster technology integration process.

First, the new API beta testers include dozens of existing WhatsApp Solution Provider Partner , Zendesk in the US, Take in Brazil, Message Bird in the EU, etc.

“The cloud API is a big step towards reducing the complexity of using WhatsApp for both us and our customers,” said Mike Gozzo, vice president of products at Zendesk. “You don’t have to worry about hosting WhatsApp clients, so you can focus on supporting the many rich features available through the API,” he added.

Launch takes place when the way people connect with their business is changing. Today, over 175 million WhatsApp users send messages to their businesses every day. This trend is widespread, especially in non-US markets such as India, Brazil and Indonesia, WhatsApp said. In a broader sense, WhatsApp sees consumer demand for the move to messaging instead of using numbers 1-800, which require navigating the phone system to put it on hold. This is annoying to customers. Call centers can also be expensive to run a company.

A survey of WhatsApp itself, conducted last year, shows that users prefer messaging to calling. We found that 75% of users in some of the largest countries said they wanted to be able to […]

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