Salesforce has recently unveiled its roadmap for integrating WhatsApp into their marketing and service teams’ offerings. WhatsApp boasts over 2.2 billion monthly active users and a daily message count exceeding 100 billion, making it one of the world’s most popular mobile messaging apps. This number has nearly doubled since 2018, indicating its explosive growth in recent years. With its massive user base, integrating WhatsApp into Salesforce’s offerings will provide significant benefits in terms of outreach and engagement potential. Businesses can leverage this audience to connect with customers in new and innovative ways, ultimately leading to increased customer satisfaction and revenue growth. The integration of WhatsApp into Salesforce’s marketing and service teams is yet another example of how businesses are adapting to the ever-changing technological landscape to stay relevant and ahead of the curve.

WhatsApp’s global reach is a significant advantage for businesses seeking more efficient and immediate communication with potential customers and clients. In the past decade, the app has rapidly expanded, transcending geographical boundaries. By leveraging WhatsApp, teams operating internationally can easily connect with prospects and customers worldwide without having to rely on local telecom providers in each country.

Up until now, the integration of WhatsApp into Salesforce has not been a default feature. Therefore, it comes as no surprise that Salesforce is eager to quickly act on the partnership that was initially announced at Dreamforce ‘22.

By utilizing the WhatsApp Business Platform API, Salesforce aims to streamline communication processes. Meta, the parent company of WhatsApp, made this API available to businesses for free in 2022 to expand their WhatsApp business integrations. This cloud-based service provides an enhanced end-to-end experience, enabling simple and scalable business operations.

Currently, there are certain features available on the Salesforce platform, with more additions to the Salesforce + WhatsApp roadmap in the near future.

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New integration will enable providers to:

\ When a customer calls for the first time, the service agent is automatically launched into Customer Identity Verification.

To utilize WhatsApp for Service, businesses can take advantage of Digital Engagement, which is an add-on for Service Cloud. Additionally, Salesforce’s Contact Center for Communications, a part of Communications Cloud, can also be used to facilitate communication through WhatsApp. These tools enable businesses to effectively manage customer service requests and provide timely and personalized support via WhatsApp.

Businesses can directly connect with their customers via WhatsApp and send them rich promotional messages tailored to their unique interests and needs. This functionality will likely be available within Marketing Cloud’s Mobile Studio, as suggested in the accompanying image. By leveraging the power of WhatsApp, businesses can enhance their marketing efforts and reach their customers in a more personalized and engaging way.

WhatsApp message activities are available in Journey Builder – the Marketing Cloud’s visual campaign canvas.

WhatsApp for Marketing Rich Media will enable businesses to bring together the rich media produced for marketing purposes with the customer service agent’s offerings. Customers will be able to initiate contact and engage in continued conversations with businesses seamlessly, all within the same thread. This integration will provide a more holistic and cohesive experience for customers, allowing businesses to better engage with and serve their customers.

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– The demand for WhatsApp among consumers has been growing exponentially, which has led to an increase in demand for services that cater to organizations seeking to connect WhatsApp with their business-critical systems, such as Salesforce. To address this need, specialized integrations have been developed for specific use cases.

Although WhatsApp integration has not been offered as a standard feature with Salesforce until now, the increasing demand for this integration has prompted Salesforce to act quickly on the partnership that was initially announced at Dreamforce ’22. As a result, businesses can now leverage the powerful capabilities of WhatsApp in conjunction with Salesforce to streamline their communication processes and enhance their customer engagement efforts.