Salesforce have announced the roadmap for new WhatsApp integrations for marketing, and service teams.
WhatsApp is one of the most popular mobile messaging apps globally, with +2.2B monthly active users and a daily message count upwards of 100B. It was last recorded in 2021, and almost doubled the number on 2018 record.
WhatsApp’s international reach is key when looking for more effective and instant communication with prospects and customers. Over the past decade, the app has spread like wildfire, defying geographic borders. WhatsApp can enable teams who wish to operate internationally to reach prospects and customers worldwide – without having to tap into local telco providers, per country.
Until now, WhatsApp integration has not been offered as standard with Salesforce, so it’s no surprise that Salesforce wanted to act fast on the partnership initially announced at Dreamforce ‘22.
WhatsApp will streamline communication through the WhatsApp Business Platform API, a service that Meta (owners of WhatsApp) made available to businesses for free in 2022, in a bid to expand their WhatsApp business integrations. The cloud-based service offers an enriched end-to-end experience that facilitates easy and scalable business processes.
Here’s what is available on the Salesforce platform today, and what’s coming up on the Salesforce + WhatsApp roadmap.
Salesforce + WhatsApp for Service
A new integration will enable providers to:
- Deliver consistent and personalized messages.
- Automate routine requests with AI-powered chatbots.
- Engage in richer conversations using audio and video files, list messages, buttons, stickers, and emojis.
WhatsApp for Service can be leveraged using Digital Engagement, the add-on for Service Cloud, as well as Salesforce’s Contact Center for Communications, part of Communications Cloud.
Availability: WhatsApp for Service Cloud will be generally available (GA) March 16, 2023.
Salesforce + WhatsApp for Marketing
Connect with customers directly through WhatsApp to send rich promotional messages based on a customer’s unique interests and needs.
The image below suggests that this will be available in Marketing Cloud’s Mobile Studio.
WhatsApp message activities are available in Journey Builder – the Marketing Cloud’s visual campaign canvas.
WhatsApp for Marketing Rich Media will bring together the rich media marketing produces with the customer service agents offer. Customers can get in touch in the same thread, making the continued conversation seamless.
Availability: WhatsApp for Marketing Cloud is available now. WhatsApp for Marketing Cloud Rich Media support will be generally available (GA) in the second half of 2023.
Summary
Consumer demand for WhatsApp continues to grow exponentially. As a result, the need for services to cater to organizations (who need to connect WhatsApp with their business-critical systems, such as Salesforce) has led the way for integrations that are specialized for certain use cases.
Until now, WhatsApp integration has not been offered as standard with Salesforce, so it’s no surprise that Salesforce wanted to act fast on the partnership initially announced at Dreamforce ‘22.
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