| Layer | Purpose | Check before starting |
|---|---|---|
| Business App | Everyday business conversations | Usage, number and team arrangements |
| Business Platform/API | Business messaging and integrations | Account, supported features, rules and fees |
| CRM | Customer records, assignment and follow-up | Fields, permissions, exports and workflows |
Three tools, different jobs
WhatsApp Business App supports everyday business conversations. Business Platform/API is a route for business-messaging integrations. CRM holds customer, source, owner, status and next-action records. These are not interchangeable labels.
Account setup, available features, coexistence options and provider support vary. Check the current account and official documentation rather than treating a website button as a complete integration.
Map what happens after an enquiry
Record where contact starts, who receives it, which information becomes a customer record, when follow-up happens and how a colleague takes over. Identify the step most likely to be missed.
If absence causes missed follow-up, begin with ownership and backup. If conversations stall, define status and reminders. Not every conversation needs to be automated immediately.
Agree the minimum useful fields
A starting set can include source, received time, contact method, service need, owner, status and next-action date. Retain what the workflow needs and agree who can view, edit, export and hand over records.
Use states that reflect real work, such as received, awaiting reply, following up and closed. These examples need adapting to the business rather than becoming a universal template.
A click is not a received message
A website link can open a WhatsApp draft, but the customer still needs to send it. The link alone does not confirm sending, receipt or a completed sale.
Separate button clicks, received enquiries and qualified opportunities in reports. Analytics events should not contain free-text form entries, customer phone numbers or full WhatsApp message URLs.
Compare costs and scope consistently
List subscriptions, seats, API or messaging charges, setup, migration, integration, training and support. Providers use different units, so compare them against the same expected usage.
Confirm account ownership, number arrangements, exports, support and platform rules. Check current official and provider information for actual messaging prices and supported features.
Pilot one workflow before extending it
Use test records to check new enquiries, duplicate contacts, staff absence, failed synchronisation and manual handover. Each needs an owner, an error signal and a way to recover the record.
After the pilot, train the team and provide operating instructions. Sample received enquiries for ownership and next action. Extend automation when the records and daily workflow are reliable.