When creating a new WhatsApp account via Clickatell's user portal, your application is submitted to WhatsApp for review. WhatsApp will grant access to the WhatsApp network at its discretion and once approved and verified, your WhatsApp number will be associated with a verified business name.

WhatsApp recognizes two types of business accounts:

• Regular business account: Every approved business gets this status. Your verified business name is only visible in the contact view; all other views display your WhatsApp Business phone number. No green checkmark is visible.

• Official business account: Only select businesses are given this status at WhatsApp's discretion. Your verified business name is visible in the contact as well as in other views. A green checkmark is visible in the contact view.

For more information about the two types of business accounts and how to apply for an official business account, see here.

As a registered business, you can also add details to your business profile like your location, hours of operation, a brief business description, and a link to your website. This will help your customers easily identify your business.

WhatsApp supports several conversation types, divided into four categories as shown below.

All WhatsApp messages are encrypted on the Clickatell API and by WhatsApp to ensure that data transfer between yourself and your customers is reliable and protected.

Conversation Categories

Conversations are categorized into one of the following categories:

• Marketing: Create awareness, drive sales, and reconnect with customers. Examples include announcing new products, feature announcements, offering targeted promotions, and sending reminders about abandoned carts.

• Utility: Follow-up on user actions or requests. Examples include confirming opt-ins, managing orders or deliveries (e.g., sending updates), updating accounts or sending alerts (e.g., payment reminders), and conducting feedback surveys.

• Authentication: Currently not supported by Clickatell). Verify users using one-time passcodes (OTPs), possibly at various stages in the login process (e.g., account verification, account recovery, integrity challenges).

• Service: Enables you to resolve customer inquiries.

Message templates are required to open marketing, utility, or authentication conversations. Service conversations can only be opened using free-form messages.

Opening Conversations

Meta sees a conversation as a 24-hour message thread between a business and a customer. Conversations are opened in one of two ways:

• Marketing/utility/authentication conversations: Send an approved marketing, utility, or authentication template to a customer.

• Service conversation: When no open conversation exists between you and the customer, a customer contacts you, and you reply within 24 hours with a free-form message.

When a customer messages you, a 24-hour period called a customer service window starts. If this window is open, you can send free-form messages or message templates to your customers. If you are outside the window, you can only send approved template messages to customers.

Free Entry Point Conversations

A free entry point conversation is opened if a customer contacts you via a Click to WhatsApp Ad or Facebook Page Call-to-Action button and you respond within 24 hours. If you do not respond within 24 hours, a free entry point conversation is not opened and you must use a template to message the customer. The free entry point conversation is opened as soon as your message is delivered and lasts 72 hours. Once the free entry point conversation is opened, you can send any type of message to the customer without incurring additional charges. However, you can only send free-form messages if there is an open customer service window between you and the customer.

For more information, see Meta's documentation:

• Conversation types

• Template categorization

The WhatsApp Business app is a standalone, free smartphone application built specifically for small businesses to interact with their customers and respond to messages. Examples of use cases include someone placing an order with their local bakery or shopkeepers who want to stay in touch with their customers via a smartphone app. The app has limited automation and feature sets to serve the needs of small businesses. Clickatell has no affiliation with this product and we do not provide any support with setting up or using the app.

You can learn more about the WhatsApp Business app here.

The WhatsApp Business Platform solution offered by Clickatell is intended for medium and large businesses who want to use an API integration to engage with their customers on the WhatsApp channel. The WhatsApp Business Platform caters to the needs of larger businesses with higher messaging volumes and the need for business process automation and integration within their existing communication platforms. Clickatell is an approved WhatsApp Business solution provider, and we’ll assist you to get your business verified on the WhatsApp network. This is done through an easy, wizard-driven application process. Once your business is verified on the WhatsApp network, you‘ll be able to send WhatsApp messages via Clickatell’s multi-channel One API.

You can read more about the application process here.