WhatsApp has become a leading channel for businesses to run their marketing and support functions on. But with an increasing number of consumers becoming more comfortable using the channel to communicate with brands, there is a greater challenge coming to the forefront – managing conversations in a timely manner. 

 

This is where WhatsApp automation is coming into play. But as with any new technology and tool, automating WhatsApp messages comes with its own set of challenges. 

 

In this blog, we’re going to discuss the common challenges and how you can overcome them to make the most of WhatsApp message automation.

Common challenges in setting up automated WhatsApp messaging

Here are some of the challenges that businesses face when getting started with WhatsApp automation

 

 

– Driving opt-ins – Seeking subscriptions from the target audience to grow a healthy WhatsApp list and managing it with segmentation is often time-consuming. 

 

– Template approvals – Getting WhatsApp-approved message templates for transactional and promotional use is one of the most common blockers for businesses. 

 

– Cost management – Since WhatsApp charges based on the conversation type and messages sent, controlling expenses related to the API and message tiers is tougher to understand. 

 

– Performance tracking – Measuring engagement, response rates and conversions effectively is not as straightforward when only using the WhatsApp Business app. 

 

– Integration complexity – Connecting the WhatsApp API with your existing business tools and systems like the CMS, CRM, ERP, marketing and analytics tools can be resource intensive. 

 

– Personalization at scale – Balancing automation with a human-like conversation and personalizing interaction often requires leveraging data in real-time. 

 

– Response handling – Managing automated responses and monitoring replies to the same for human hand-offs can be tricky as it requires setting complex trigger workflows. 

 

– Message deliverability – With an increasing number of businesses using WhatsApp messages, avoiding spam filters and maintaining high-quality sender reputation is not easy.

 

Strategies to overcome WhatsApp message automation challenges

Here are some strategies through which you can overcome the challenges above: 

 

– Choose an official WhatsApp Business API provider – First thing you need to do in order to simplify following rules, regulations and compliances set by Meta, is choosing an official partner like Interakt to automate messages. 

 

– Use pre-approved templatesAPI solution providers often offer multiple pre-approved templates. Use them to avoid delays in approvals for timely campaigns. 

 

– Run integrated systems – Ensure your WhatsApp automation tool is well integrated with the CRM and other marketing tools. This helps create a seamless flow of data across departments, also enabling better personalization of conversations. 

 

– Obtain explicit opt-ins – Use website pop-ups, forms, SMS, emails, QR codes and click-to-WhatsApp ads, social media links and other strategies. Be absolutely clear about what value you will offer. 

 

– Enable hybrid automation – Combine chatbots with live agents and set up custom automation workflows to ensure easy hand-offs. This helps retain the human touch in conversations while keeping processes running efficiently. 

 

– Optimize message quality – Segment your WhatsApp list and use engaging, relevant content to maintain a high sender reputation. We recommend also using different message formats and rich media to reduce campaign fatigue and build better brand recall.

Best practices for implementing automated WhatsApp messaging

To ensure you’re able to implement the strategies above, follow these best practices: 

– Segment and clean your list – Categorize subscribers based on behavior, preferences and other engagement parameters. Regularly clean your WhatsApp list to remove dormant customers. 

 

– Set clear objectives – Ensure that you have a clear goal for each automated WhatsApp message. It could be to promote an offer, provide order updates, make customer support efficient, etc. Keep one goal for each campaign. 

 

– Maintain a conversational tone – Keep your copy natural and engaging rather than robotic and overly promotional. This helps add personality to your brand campaigns. 

 

– Leverage rich media – Use images, videos and interactive messages to make your automated WhatsApp messages engaging. Ensure you switch the formats used based on the campaign goal and the engagement you want to derive out of it. 

 

– Create escalation paths – While chatbots can handle almost 70% of incoming queries, we recommend setting up custom automated workflows that also account for escalations. The automation should be able to seamlessly trigger a hand-off with the complete context of conversations. 

 

– Set up a shared inbox – Use a solution like Interakt to set up a shared inbox for all conversations. This helps gather better visibility over ongoing conversations, open queries and ticket management.

 

Conclusion

The one golden rule to follow is to keep your automations streamlined and simple. 

Using a custom workflow builder with solutions like Interakt can help tackle most of the challenges you may face. The solution seamlessly integrates with your business tools and systems, helping you run connected campaigns across all functions. 

Looking for a solution to automate WhatsApp messages? Get started with Interakt today.