WhatsApp has become a staple for many businesses to connect with their customers. And with businesses using WhatsApp across departments for marketing, sales, support and everything in between, there is a lot happening on the channel.

From customer data to conversations, everything can get out of hand very quickly for a business, despite the automation they might have in place. This can easily overwhelm and get in the way of your WhatsApp campaigns.

Now this is where WhatsApp flow comes into play. 

In this blog, we will be going through everything that you need to know about WhatsApp flows.

What are WhatsApp flows?

A WhatsApp flow is a feature in the WhatsApp Business platform that allows businesses to offer their services on WhatsApp, and build customized customer journeys to improve the experience. 

WhatsApp flows lets businesses build response pathways that can be triggered with button clicks or specific messages from customers. WhatsApp business flows also lets businesses set up AI assistants and leverage agent solutions to significantly improve efficiency.

In simple terms, it acts as a WhatsApp butler that helps brands automate customer responses and interactions.

But how capable of a butler can it be? Let’s dive deeper into WhatsApp flow’s benefits.

Top benefits of WhatsApp flows

With easy solutions to qualifying leads, collecting customer data and personalizing customer interactions, WhatsApp flow can help you in multiple ways. Here are a few benefits of WhatsApp flows that make it our go-to for customers: 

• WhatsApp Forms

WhatsApp Flows comes with WhatsApp forms, housing an extremely elegant interface and a seamless solution for collecting customer data. WhatsApp forms are sleek business-like forms that can collect data about customer preferences, interests, lifestyle and more, during customer interactions.

4. Monitor Campaign Performance

WhatsApp forms can be used to automate things like booking appointments, scheduling, shopping, etc. by letting customers easily fill in details, select date/time or location, and more, within seconds. Customers who reach out with queries regarding a product/service can be taken through a custom flow to reach products/services that are perfect for them based on their answers, preferences and history.

• Dynamic data rendering 

Along with WhatsApp forms, you also get the perk of dynamic data rendering. This enables you to more effectively customize the content you display to your customers depending on their prior actions, behavior, responses, and preferences. This means that the content can be adjusted in real-time to stay relevant to your customer.

In short, with dynamic data rendering, you are able to provide your customers exactly what they want, with minimal to zero chances of sharing irrelevant information with them. By personalizing your WhatsApp flows further, you will be able to build seamless and highly engaging customer journeys that can easily achieve higher conversion and customer satisfaction scores.

Use-Cases of WhatsApp Business Flow 

With the introduction of WhatsApp Business Flows, conducting business on the messaging platform has become a lot more streamlined. Here are some of the things that you can do using WhatsApp flows:

1. Lead generation and conversion

Be it for convincing customers to sign up for a subscription or placing an order, Flows can help achieve it in an exceptionally engaging way. WhatsApp Flows enable businesses to generate quality leads and convert them downstream, much more effectively. By proactively engaging customers through flows, it becomes easier for businesses to collect and nurture leads.

2. Product and services information

WhatsApp flows can be used by businesses to share important product/ service information such as quotes and other particulars on insurance, size and color options for products, return and refund policies, and more. Brands can also greatly reduce churn rate by cross-selling products, renewing deals and taking measures that improve loyalty.

3. Customer support and feedback collection 

Customers often find incompetent support, one of the most frustrating things. WhatsApp flows can be used to provide instant customer support that can resolve queries in a matter of minutes and keep response times low. You can automate replies to common queries and routine questions and reassign complex queries to your agent when it is required.

WhatsApp Flows can also help you to easily collect valuable feedback from customers at the post-purchase stage so that you never miss an opportunity to improve.

4. Promotions and marketing

WhatsApp has always been a great channel for marketing and businesses have for a while been able to see great results from WhatsApp promotional messages. By including custom WhatsApp flows, customers can be sent highly personalized messages that are perfectly tailored to their interests and needs, thus improving the performance of your promotional campaigns even more.

Some customers might want to be alerted about an out-of-stock item getting back in stock. Others might want to receive news on the latest products that enter your shelves or info on the latest deals. 

WhatsApp flows can help you personalize each interaction and provide customers with the content that they want.

Promotional WhatsApp message using Interakt

5. Appointment booking

Traditionally, booking and scheduling appointments online has been a hassle for many customers, owing to how unreliable the mechanisms of doing so were in the past. But now businesses can easily set up WhatsApp Flows where customers can effortlessly choose timings and confirm appointments without leaving the platform. 

Tips to measure WhatsApp flow 

Once you have set up your WhatsApp flows based on customer demands and preferences, you need to ensure that it is geared towards success. Measuring the impact and effectiveness of your WhatsApp flows lets you validate your approach and refine your content for better performance. These are some of the most important metrics to monitor:

• Engagement rate

To completely assess the impact of your flows, you need to know how customers interact with your flows and what content engages them better. Monitor customer engagement rates to understand what sort of flow content works and then tweak your content so as to keep customers engaged and interested.

• Customer satisfaction

You can measure customer satisfaction by running surveys, requesting feedback and asking for ratings and reviews. The ultimate aim of any WhatsApp flow should be to better satisfy customers and meet their expectations in the best way possible. Information on customer satisfaction enables you to better understand what areas require improvement and adopt better WhatsApp flow practices wherever it is needed.

3. CRM Chat Analytics

• Response times

As customers expect instant replies, tracking your response times is important to ensure that you meet their expectations. Faster responses mean less frustrated customers, which can lead to better customer satisfaction.

• Conversion rate

Conversion rate gives you an idea of how many customers take desirable action within your WhatsApp flows. Are your customers carrying out purchases? Are they opting into subscriptions? You can improve on these things and boost conversion by identifying bottlenecks and tweaking where it’s needed in your WhatsApp flows.


WhatsApp flows can significantly ease the way brands can conduct business through WhatsApp but it is not available to all yet. 

At Interakt, we have removed this roadblock with the launch of Automated Workflows on WhatsApp. Now you can create event-based workflows on WhatsApp Business to enhance personalized experiences and generate high-quality leads for your business.

Interakt enables you to effortlessly design conversational flows that guide your customers through various processes like appointment booking, lead generation, new student registration, document collection, and more.

Choose efficient and streamlined business communication with Interakt’s WhatsApp flow builder.