Most of your customers have WhatsApp on their phone, and they check it far more often than their email. So it’s no surprise that more businesses want to use it for enquiries, reminders and follow-ups. Before you start, it helps to know how it works and what the rules are.
The app versus the Business Platform
There are two main ways for a business to use WhatsApp.
The WhatsApp Business app is free and works a lot like normal WhatsApp. It’s fine for a sole trader replying to messages by hand, and it has handy features like quick replies and an away message. It isn’t really built for automation, or for a team sharing one number.
The WhatsApp Business Platform (often called the API) is designed for businesses that want to connect WhatsApp to their other systems. This is what lets you send automatic reminders, connect an AI assistant or log conversations in your CRM. You access it through Meta or an approved provider, and some types of message are charged.
The rules that matter
WhatsApp is strict about spam, which is a big part of why people trust it. The main rules are:
- People need to have opted in to hear from you on WhatsApp.
- When a customer messages you, you can reply freely for 24 hours after their last message.
- Outside that window, you can only start a conversation with a message template that Meta has approved.
- Templates fall into categories, such as utility (order updates and reminders) and marketing, which are treated and priced differently.
Get these right and WhatsApp works brilliantly. Get them wrong and your number can be restricted.
What works well
- Instant replies to new enquiries, with a link to book.
- Appointment confirmations and reminders, with an easy way to rearrange.
- Quote follow-ups that ask whether the customer has any questions.
- An AI assistant that answers common questions and hands over to your team when needed.
- Order and delivery updates for online shops.
What to avoid
- Buying lists, or messaging people who haven’t opted in.
- Long, salesy broadcasts that feel like spam.
- Bots that won’t let people talk to a human.
The best WhatsApp automations feel like a helpful, well-organised business rather than a marketing machine.
Getting started
If you already have an enquiry form, the simplest first step is to add a WhatsApp opt-in and send a friendly, instant reply to every new lead. We can set up the Business Platform properly, write templates that get approved and connect it all to your CRM. Read more about WhatsApp, SMS and email automation.
