Only a month ago we published this blog regarding companies using WhatsApp with their customers. We stated at the time that the popular communication app is increasingly being used by companies as a communication tool within the support department, but that the app nevertheless claims not to have been made for commercial purposes. WhatsApp therefore enforced strict rules in its privacy policy; until then, it was officially not permitted for companies to use the app for commercial purposes.
Yesterday it was announced that the messaging service has updated its privacy terms. Communication between companies and their customers is now being encouraged by the popular messaging service. This also opens the door for sending commercial messages. So, do you want to share offers and special promotions directly with your customers? Soon, you will be able to do so 'simply' via WhatsApp.
With the change in privacy terms, WhatsApp is introducing a new revenue model. The app, which is free for users, will cost companies that want to use the new tools. However, according to WhatsApp, the close collaboration it is entering into with companies does not mean that the app will introduce large banner advertisements. It is not known how they will handle this.
What does this mean for you as a consumer?
Making communication between companies and their customers even easier and faster is one of the additional goals of the WhatsApp update. What can you expect? Think, for example, of an airline sending you your boarding pass via WhatsApp, a message when your flight is delayed, or an update from your bank about a recent transaction. The types of messages that are currently still mostly sent via SMS could soon reach you via WhatsApp.
WhatsApp was purchased by Facebook in 2014. The change in the terms therefore means that WhatsApp's database will be better integrated with those of other services from the parent company. This allows advertisements on Facebook to be improved; for example, you will see advertisements from companies you already work with, instead of companies you do not know. Combating spam accounts also becomes easier through the sharing of information.
Despite the integration with apps like Facebook and Instagram, the company emphasizes that the content of WhatsApp messages and phone calls remains encrypted. It is also possible to set WhatsApp not to share your account information with Facebook. You can do this via Settings > Account > Share my account information.
What does this mean for you as an entrepreneur?
In fact, it has of course been possible to reach your customers via WhatsApp for quite some time. A smart choice, we think. Private sharing generates a much higher conversion rate than public sharing: people are much more likely to click on a link sent to them by a friend via WhatsApp than on a link that appears in the Facebook or Twitter timeline. The fact that WhatsApp is adjusting its privacy terms therefore means that you, as an entrepreneur, can get more out of private sharing. After all, you can start using (for a fee) handy tools that WhatsApp is introducing, for example to publicize interesting offers and targeted promotions.
Moreover, the integration of WhatsApp with Facebook is a gold mine for advertisers (and therefore also for Facebook). Advertisers can offer ads to a precisely selected group, causing the conversion value of these ads to increase and Facebook to generate billions in advertising revenue.
Have you already integrated WhatsApp into your business? And what do you think of the updated terms and conditions? We are curious about your experiences, so please leave a comment. Would you like more information or personal advice from one of our Internet Marketing experts? Then feel free to contact us. contact us.