How to advertise on WhatsApp?

by Moises Hamui August 23, 2023

WhatsApp is one of the most popular instant messaging applications in the world, with more than 2 billion monthly active users.

This huge audience makes it an ideal platform for marketing , as it allows direct, personalized and effective communication with potential and current customers.

What is the name of the advertising sent by WhatsApp?

Advertising sent by WhatsApp can have different names, depending on its type and purpose. Some of the more common names are:

WhatsApp Marketing – This is the general term used to refer to the use of WhatsApp as a digital marketing tool. WhatsApp Marketing consists of creating and sending messages to WhatsApp users for commercial purposes, such as informing, persuading or building loyalty. This can include different types of content, such as text, images, videos, audio or links.

Advertising on WhatsApp Business – This is the term used to refer to the use of WhatsApp Business as a platform to send mass or personalized messages to customers. WhatsApp Business is a version of WhatsApp designed for businesses, which allows them to create a professional profile, send automated messages, manage customer conversations, and access statistics. To use WhatsApp Business, you need to download the free app and register your phone number. To send massive or personalized messages, you need to use the WhatsApp Business API, which is an interface that allows you to connect your WhatsApp account with other platforms or services. To use the WhatsApp Business API, you need to hire a provider authorized by WhatsApp, which is responsible for managing the connection and sending messages.

How much does advertising cost on WhatsApp?

The price of advertising on WhatsApp depends on how you want to advertise on this application.

There are several options and prices to advertise on WhatsApp. I will summarize them below.

Advertising on WhatsApp Business

WhatsApp Business is a free app that allows you to create a business profile, send automatic messages, serve your customers and see statistics. To use it, you just have to download it and use your phone number.

But if you want to send a lot of messages or personalized messages to your customers, you have to use the WhatsApp Business API, which is an interface that connects you with other platforms or services.

To use the WhatsApp Business API, you have to pay a provider authorized by WhatsApp, which takes care of connecting and sending the messages. The price of the WhatsApp Business API changes depending on the provider, the country and the type of message.

For example, according to the official WhatsApp website, the price per message can be from $0.0042 in India to $0.0858 in Germany. In addition, WhatsApp charges differently depending on the category of the message, which can be marketing, utility, authentication, or service.

There are also some free messages, such as those sent within 24 hours after the customer's last response, or those sent from a click ad to WhatsApp or a Facebook call-to-action button.

Advertising on other social networks

Another way to advertise on WhatsApp is to make ads on other social networks such as Facebook or Instagram , which when clicked take the user to a WhatsApp conversation with the advertising company.

This option allows you to get the attention of users on other platforms and lead them to a more direct and personal channel. To make these types of ads, you need to have a WhatsApp Business account and connect it to your Facebook Business Manager account.

The price of these ads depends on the objective, the public and the budget that you choose for your campaign. According to the official Facebook website, the average price per click (CPC) in Spain is 0.28 euros.

Advertising in WhatsApp stories

WhatsApp stories is a feature that allows you to share photos, videos or texts that are deleted after 24 hours.

This feature is very similar to that of Instagram or Snapchat, and it has a lot of potential for marketing, since it creates a sense of urgency and exclusivity in users.

To make effective WhatsApp stories, you have to take into account some tips such as using quality images or videos, putting visual elements such as stickers or emojis, putting a clear and direct call to action, and segmenting your audience according to their interests or preferences.

The price of WhatsApp stories is not set by WhatsApp, but by the creator of the content. That is, you can decide how much to charge for making and publishing a story to promote a product or service.

How to advertise on WhatsApp: three ways to take advantage of the application

WhatsApp offers various options for advertising on its platform, depending on the type of content you want to create and the goal you want to achieve. Here are three ways to advertise on WhatsApp that you can implement in your marketing strategy .

Using WhatsApp stories: how to create attractive and ephemeral content

WhatsApp stories, also known as statuses, are a feature that allows you to share photos, videos, or texts that disappear after 24 hours. This feature is very similar to that of Instagram or Snapchat, and has great potential for marketing, as it creates a sense of urgency and exclusivity in users.

To create effective WhatsApp stories, you should keep in mind the following tips:

Use quality images or videos that capture attention and convey the message you want to communicate.
Add visual elements such as stickers, emojis, filters or texts to make your stories more fun and interactive.
Include a clear and direct call to action, which invites users to take a specific action, such as visiting your website, contacting you on WhatsApp or buying your product or service.
Segment your audience according to their interests, preferences or behaviors, to send them personalized and relevant stories.
Measure the performance of your stories using the statistics that WhatsApp offers, such as the number of views, reactions or responses.

Conversational Marketing Implementation: How to Use Chatbots and Mass Messaging to Engage with Customers

Conversational marketing is a technique that consists of using automated or intelligent tools to maintain conversations with customers through digital channels such as WhatsApp. The objective is to offer fast, efficient and personalized customer service, which generates trust and satisfaction.

To implement conversational marketing on WhatsApp, you can use two main resources: chatbots and mass messages.

Chatbots are computer programs that simulate a human conversation through the use of artificial intelligence. Chatbots can answer frequent customer queries, resolve customer concerns or issues, offer recommendations or suggestions, or guide customers through the purchasing process.

Mass messages are messages that are sent to a large number of contacts at the same time, in order to inform them about some news, promotion or event. Mass messages can be personalized based on the recipient's name, location, or purchase history.

To use chatbots and mass messages on WhatsApp, you must meet the following requirements:

Obtain the prior and explicit consent of users to send them commercial messages on WhatsApp.
Use an official account verified by WhatsApp Business API, which is the professional version of the application designed for businesses.
Hire a provider authorized by WhatsApp, who is in charge of managing the connection between your account and the platform.
Respect the rules and policies established by WhatsApp, such as the proper use of the logo, the allowed or prohibited content, or the maximum time to respond to users.

Creation of click-to-WhatsApp campaigns: how to integrate WhatsApp with other social networks to generate traffic and conversions

Click-to-WhatsApp campaigns are ads that are displayed on other social networks such as Facebook or Instagram, and when clicked, the user is redirected to a WhatsApp conversation with the advertising company. This function makes it possible to capture the attention of users on other platforms, and take them to a more direct and personal channel, where a closer and more lasting relationship can be generated.

To create successful click-to-WhatsApp campaigns, you must follow these steps:

Create a WhatsApp Business account and link it to your Facebook Business Manager account.
Choose the objective of your campaign, which can be to increase brand awareness, reach or interactions.
Define the target audience for your ad, based on their demographic, geographic, or psychographic characteristics.
Design the format and content of your ad, which can be an image, a video or a carousel. Make sure it's engaging, clear, and relevant to your audience.
Add a call-to-action button that says "Send Message" or "Chat Now" and when clicked opens a WhatsApp conversation with your business.
Write the initial message that you want to send to users who click on your ad. You can customize it based on user name, language, or country.
Set the budget and duration of your campaign, and launch it.
Monitor the performance of your campaign using the metrics that Facebook offers, such as the number of impressions, clicks, conversions or cost per result.

How can I measure the success of my WhatsApp marketing campaigns?

To measure the success of your WhatsApp marketing campaigns, you must take into account some key performance indicators (KPIs) that allow you to evaluate the impact and effectiveness of your messages. Some of these indicators are:

The number of messages delivered – This indicator shows you how many of the messages you sent reached their destination. If a large number of messages were not delivered, there may be something wrong with the contact list or with recipients blocking the company number.
The open rate : this indicator shows you the percentage of messages that were opened by the recipients. This indicator is important, as it reflects the level of interest that recipients have in the content of the messages.
The response rate : this indicator shows you the percentage of messages that generated a response from the recipients. This indicator is especially important if the goal of the campaign is to generate conversations with potential customers or encourage interaction with the brand.
The number of conversions : This indicator shows you how many recipients took the desired action after receiving the message, such as visiting a web page, buying a product, subscribing to a service, etc. This indicator is the most relevant if the objective of the campaign is to generate sales or leads.
The return on investment (ROI) : this indicator shows you the relationship between the cost of the campaign and the profit generated by it. If the ROI is positive, it means that the campaign generated more revenue than was invested in it.

To obtain these indicators, you can use some tools or platforms that make it easier for you to send and analyze your marketing campaigns by WhatsApp.

For example, you can use the WhatsApp Business API, which is the professional version of WhatsApp designed for businesses, and which allows you to send bulk messages through a provider authorized by WhatsApp.

Another option is to use B2Chat, a platform that allows you to manage your mass mailings and obtain detailed reports on the performance of your campaigns.

Written by Moises Hamui Abadi: I am an entrepreneur, founding partner of Viceversa and SoyMacho. After being in charge of several digital businesses and advising several other businesses; I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.

If you want more information on this topic or you are looking for other options to profile your ideal client, at MHA you will find the solution you need. Schedule a call.