At Meta’s first Conversations keynote yesterday, the company announced the WhatsApp Cloud API, aimed at improving the customer service experience for businesses of all sizes.
Meta already has the WhatsApp Business API, the first revenue-generating enterprise product for the otherwise free messaging app, where companies pay WhatsApp on a per-message basis and can use the platform to direct customer communications to other lines like SMS, email, other apps, and more.
It’s basically another online presence where enterprises can set up shop to make it easier for customers to get in touch. But the WhatsApp Business API is on-premises and would normally need a solutions provider like Twilio to facilitate back-end integration.
WhatsApp counts big names like Vodafone, Coppel, Sears Mexico, BMW, KLM Royal Dutch Airlines, Iberia Airlines, Itau Brazil, iFood, and Bank Mandiri among its thousands of enterprise clientele.