WhatsApp Business API is an interface that can be used to send or receive text messages programmatically and on a large scale. WhatsApp Business API gateways are third-party providers that provide access to the WhatsApp Business API.

Through WhatsApp Businesses API gateways, businesses can manage WhatsApp messaging minus the technical expertise required when managing operations at scale. These gateways provide benefits like scalability, enhanced customer communication, support, and effective marketing for businesses that want to tap into the potential of WhatsApp.

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1. Brevo (formerly Sendinblue)

Brevo (formerly Sendinblue) is a marketing platform helping businesses grow with digital marketing tools. It offers services such as SMS marketing, email marketing, live chat, sales CRM, targeted marketing, etc., to businesses worldwide.

Brevo

Brevo’s WhatsApp API assists businesses in building marketing campaigns, sending personalized messages, scaling customer support using multiple devices, and connecting with potential customers.

Brevo Features

  • Allows sending personalized messages.
  • Creates messages without having programming knowledge.
  • Manages contacts in a CRM.
  • Has multi-channel marketing.
  • Supports varying types of messages.
  • Segments WhatsApp campaigns to target a specific customer base.

Brevo is free and offers the first 1000 messages each month at no cost. This API offers a great deal for small and medium-sized businesses.

Try Brevo

2. Freshworks

Freshchat by Freshworks is a conversation engagement tool that combines various communication channels on a single platform letting customers use the channel of their choice.

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Freshcaht’s WhatsApp Business integration lets businesses send notifications and build chatbots with little to no technical knowledge. It allows business teams to focus on more complex queries as the frequently asked queries are handled by chatbots.

Freshworks Features

  • Allows collaboration with team members on a single workspace.
  • Connects with CRM tools.
  • Provides insights based on customer experience.

Customer insights and analysis offered by Freshchat result in better critical and informed decisions by business teams.

Try Freshworks

3. Twilio

Twilio is a customer engagement platform that uses first-party customer data to enable personalized communications. It is a data-driven platform, and when combined with the WhatsApp API, businesses can get unparalleled scale and engagement.

twilio

Twilio’s WhatsApp integration comes under its MessagingX product. There are several Twilio APIs for WhatsApp communications:

  • Transactional messaging – Send one-way notifications and product updates to customers.
  • Conversational messaging – Apply conversational commerce using a single API.
  • Personalized communication – Target specific customers using the Twilio segment.

Twilio Features

  • Conversational Commerce.
  • Provides delivery notifications.
  • Has emergency alerts.
  • Gives appointment reminders.
  • Comes with customer relationship management.
  • Has a digital marketplace.

Twilio offers a pay-as-you-go pricing model for the WhatsApp API. It includes the per conversation rate along with the Twilio per message rate.

Try Twilio

4. Vonage

Vonage is a cloud communication platform providing programmable communication APIs and unified communications.

Vonage

Utilizing the Vonage WhatsApp Business API, businesses can send messages and notifications to their customers. Location access and AI chatbots are some of the powerful features of the Vonage WhatsApp Business API.

One of the exciting features of Vonage is the Jumper AI conversational commerce feature which lets you integrate AI into customer conversations.

Vonage Features

  • Send relevant information based on user location.
  • Real-time support.
  • Send timely updates to customers regarding appointments or transactions.
  • API scaling and updates are handled by Vonage.

Vonage is available for free in a sandbox environment provided by Vonage. However, the production use of the API is paid and includes the WhatsApp fee + Vonage platform fee.

Try Vonage

5. Trengo

Trengo is a customer engagement platform that combines customer communications across multiple communication channels in one place.

Trengo

Trengo makes it easy for businesses to connect with their customers across various channels, all from a single dashboard. It lets you integrate CRM tools such as Zapier, Mailchimp, Salesforce, etc.

Trengo allows users to integrate the WhatsApp Business API and get access to the features of the WhatsApp Business Platform.

Trengo Features

  • Automates workflow with auto-replies, quick replies, and rules.
  • Broadcasts messages in bulk.
  • Integrates with WhatsApp chat into your website.
  • Allows verification.
  • Provides message templates.

Trengo offers a 14-day free trial, and the WhatsApp integration is included in the “scale” pricing plan.

Try Trengo

6. Sinch

Sinch is a customer engagement platform providing customer engagement across messaging, voice, and email channels. According to Sinch, it enables 600 billion customer engagements every year.

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Sinch Features

  • Offers rich text communication.
  • Comes with data protection.
  • Has personalized messages.
  • Provides hassle-free integration.

It has a conversation API to combine multiple social media communication channels into one single API. Apart from that, Sinch also has independent APIs for social media platforms such as Facebook Messenger, Instagram, WhatsApp, etc.

Try Sinch

7. Ziper

Ziper is a tool that provides access to the WhatsApp Business API and lets you use the features of the API.

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Ziper’s supported API languages include PHP, NodeJS, Javascript, and Python. According to Ziper, over 2000 businesses and developers have benefited from the API in the last 4 years.

Ziper Features

  • JSON API.
  • Provides group management in WhatsApp.
  • Has webhook integration.
  • Offers interactive messages – currently in the beta stage.

Ziper offers a 3-day free trial with 1000 free credits.

Try Ziper

8. SentWA

SentWA is a WhatsApp API gateway for entrepreneurs and developers and allows them to automate the business flow through WhatsApp.

sentwa

You can integrate SentWA with your WooCommerce site and send order notifications via WhatsApp. Its REST API lets you build your application and send messages from your app.

SentWA Features

  • Offers Chatbot builder.
  • Provides multi-device support.
  • Allows to broadcast messages.
  • Has scheduled messaging.
  • Comes with webhook integration.
  • Has WooCommerce support.

SentWA has no free plan but provides a free trial. Furthermore, you are allowed to add only one WhatsApp account to the starter plan.

Try SentWA

9. Ultramsg

Ultramsg is an API to communicate with the WhatsApp API, which allows you to send and receive messages using HTTP requests. It is a REST API supporting programming languages such as PHP, NodeJS, Java, Python, .Net, Android, etc.

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You can start using Ultramsg by following three simple steps:

  • Create an account
  • Scan the QR code to authenticate your WhatsApp instance
  • Start sending messages with the API

Ultramsg is a multifunctional API that can be integrated into websites, CRM, or ERP software to send messages and notifications.

Ultramsg Features

  • No hidden fees.
  • Unlimited messaging.
  • No cost per message.
  • Quick onboarding.
  • Chatbot.

Ultramsg offers a 3-day free trial, and the base plan starts at $39 per month or $390 per year.

Try Ultramsg

How Does it Benefit Businesses to Elevate Sales?

Businesses use WhatsApp to engage with existing or potential customers. But why? With almost everyone using WhatsApp to communicate with friends and family, connecting with customers on their already familiar platform is a boon for businesses.

Another key factor is convenience. Customers no longer need to go to a local store to resolve their queries; they can do so by sitting on the couch and interacting with a chatbot provided by the business on WhatsApp itself.

Also, a user can chat with multiple businesses at the same time on WhatsApp. In other words, WhatsApp provides a platform for businesses to connect with their customers seamlessly.

Businesses can leverage quick responses, sending files, interactive messages, showcasing products and services, and many more features through the API.

WhatsApp Business App vs. API

They both are subtly different. The WhatsApp Business App is a non-programmable solution for small businesses to communicate with their customers manually. On the other hand, the WhatsApp Business API (a.k.a WhatsApp Business Platform) is a programmable API for medium to large businesses that don’t have a user interface, but you can build one on top of it.

WhatsApp Business App

It is an application designed specifically for solopreneurs or small businesses. It is free to use and benefits businesses that can’t afford to get too technical at an early stage.

WhatsApp Business app has 6 features as mentioned below.

  1. Creating a business profile to list what the business is all about and the contact information.
  2. Automated greetings at the start of a conversation.
  3. Sending away messages when a customer tries to contact you outside business hours.
  4. Quick replies for frequently asked questions.
  5. Categorizing customer conversations using labels.
  6. Sending broadcast messages to multiple customers to announce new offers.

WhatsApp Business API

It is specifically designed for large businesses and enterprises capable of targeting a huge customer base with conversational marketing.

Conversational marketing is a technique that uses real-time text-based communication to engage customers and persuade them to buy products. This increases the conversion rate for businesses and improves their relationship with their customers.

Large-sized businesses require an automated solution to target hundreds and thousands of customers, which is exactly what’s provided by the API.

Here are 5 features of the WhatsApp Business API:

  1. Real-Time Automated Messaging
  2. Customizable message templates can be text-based, media-based, or interactive.
  3. Rich messaging using call to action, files, reply buttons, etc.
  4. Showcasing products and services using product messages.
  5. Integration with CRM (Customer Relationship Management) Tools

It is a paid API service, and businesses need to apply for API access. Some technical expertise is needed to use the API and send messages programmatically. That’s where API gateways come into action.

WhatsApp Business API gateways (a.k.a WhatsApp Business Solution Provider – BSP) are nothing but third-party service providers which provide access to the API and let businesses manage the API without much technical expertise. By doing so, businesses can focus more on growing their business instead of spending time configuring the API.

Final Words

While choosing a WhatsApp API gateway for your business, pick one based on your business needs and scalability. Security and compliance are also some aspects you must take care of.

The base WhatsApp API will remain the same as all API providers, but the features you get on top of it, and their integration with your workflow make the difference.

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