Quick guide to WhatsApp Business Calling API

Quick guide to WhatsApp Business Calling API

Customers have high expectations for today’s businesses. Finding streamlined ways to engage with customers is vital to your business growth and success. WhatsApp Business Calling, introduced through Twilio’s collaboration with Meta, is a powerful tool for voice-over-IP (VoIP) calling with customers. You can use it directly in the WhatsApp app. For businesses, this means easier interactions, centralized communication, and a familiar experience for users.

What is WhatsApp Business Calling?

WhatsApp Business Calling combines the convenience of WhatsApp with Twilio’s VoIP and API capabilities. It’s made possible through a partnership between Twilio and Meta, parent company of  WhatsApp.

Through this integration, businesses can handle both text and voice communications with customers—all within WhatsApp. No separate phone systems or software are needed; everything is centralized in a single app. Companies can track all of their conversations in one place. They can use WhatsApp’s familiarity to make the experience more personal for their customers. 

Are WhatsApp Business voice calls free?

WhatsApp Business Calling voice calls through Twilio are billed on a per-minute basis, just like other Twilio Programmable Voice channels. This structure keeps costs straightforward while allowing for global reach.

Types of WhatsApp business calls

There are two types of WhatsApp Business calls:

1. User-initiated (inbound) calls: The user reaches out directly to the business using the call button in the chat, a call button in an interactive message, or a link on your website. These calls are often used for customer service and support. 

2. Brand-initiated (outbound) calls: The business reaches out to the user. WhatsApp prioritizes user experience, so explicit user permission is required before the business can place a call to prevent spam calling. This consent is often requested through a call permission message template. 

Features of WhatsApp Business Calling

WhatsApp Business Calling offers a range of features that allow businesses to customize how they implement and manage voice communication.

Flexible integrations

WhatsApp Business Calling can support complex automation and integrations, such as speech-to-text tools, IVR, and chatbots that manage multi-step customer service or sales conversations. This flexibility enables businesses to build an omnichannel communication system that routes WhatsApp calls through automated workflows or to agents with the most relevant expertise. 

Interactive call templates

In order for businesses to call customers, customers must first consent to a phone call. Interactive call templates are predefined, structured messages used to request this consent, ensuring compliance with Meta's guidelines for business-initiated (outbound) calling.

Verified profile badge

A blue checkmark next to a business name signals that customers are communicating with an official, authenticated business account. The badge is displayed on the calls tab, business profiles, context cards, chats, and incoming calls, building trust and credibility for the business. 

Click-to-call

Customers can initiate a call to a business with a single tap on the call icon within a WhatsApp chat. The call icon can also be incorporated into interactive and template messages to prompt a call from a user. For example, if you are a travel business and your customer is asking for support to rebook their flight, you can respond to their request with a message that includes a click-to-call button, allowing your customer to seamlessly transition from message to voice.

Numeric keypad

When integrated with an IVR system, the numeric keypad feature (Dual-Tone Multi-Frequency or DTMF) allows customers to interact with automated menus during a WhatsApp call. This creates more efficient routing of the call to the correct department or agent, automating the initial screening process.

Set business hours

By setting business hours, teams can control when the call button is visible and when they can receive customer-initiated calls. Control over your business’s call availability helps manage agent workload and customer expectations, preventing a surge of calls after hours. 

6 benefits of WhatsApp Business Calling

With the addition of voice calling to WhatsApp Business, companies gain new opportunities to boost customer engagement with enhanced interactions. Here are six key benefits of using WhatsApp Business Calling.

Benefit #1: Doesn’t require external tools

You meet your customers where they already are when you use WhatsApp Business Calling. Customers don’t need to download any external apps or create additional accounts. They’re already on WhatsApp for messaging, so offering the option of  voice calls fits right into their existing app experience.

This sort of integration makes it simple for businesses to connect with customers. 

Benefit #2: Centralized communication

By adopting WhatsApp Business Calling for voice communication, your company can centralize all customer interactions in one place. Messages, calls, and notes can be kept within a single, organized thread on WhatsApp. This setup improves your team’s internal efficiency because team members can quickly access call history and notes for each customer.

Having a full view of all past conversations also allows for more personalized follow-ups. Customers appreciate the continuity of service, and your team members benefit from the simplified tracking.

Benefit #3: Efficient sales communication

Switching between chat and voice calls on WhatsApp gives sales teams more options. They can adjust their communication style based on the needs of each customer interaction. For example, your sales associate might start with a message and then move to a voice call to field a more complex question. This approach keeps conversations moving and enables quick clarifications, which is ideal for building stronger connections with leads and closing sales faster. 

Benefit #4: Branded communications

With WhatsApp Business Calling, your company name, logo, and verified badge are shown clearly to customers, which makes your communications look professional. This branded presentation helps establish trust. Customers can instantly recognize the business they are interacting with.

A verified badge also reassures customers that your business is legitimate. In the digital world, it's important to show that you're real. This makes WhatsApp a good tool for businesses who want to make their brand more popular.

Benefit #5: Secure and private calling

Security is a key feature of WhatsApp Business Calling.. With the WhatsApp Business Platform, every WhatsApp message and call is  protected by the  encryption protocol that secures messages before they leave the device. If your company handles sensitive customer information, this level of security is essential for safeguarding data.

When you interact with your customers over account details, personal inquiries, or sensitive updates, they’ll feel secure knowing that their calls are private. This focus on security also aligns your WhatsApp Business Calling use with any compliance requirements your company may have for its industry or region.

Benefit #6: ROI and added value with Twilio

WhatsApp Business Calling offers global reach, reliability, and quality at a predictable pay-as-you-go rate through Twilio. Businesses can expand their customer interactions while relying on Twilio’s infrastructure to reduce common issues like call delays. This combination of value and performance makes it a powerful tool for businesses that want to reach their global customers quickly.

4 ways to use voice calls with WhatsApp Business Calling

WhatsApp Business Calling adds versatility to a company’s customer engagement strategy. Businesses can use this feature in various ways to strengthen customer relationships and drive sales. Here are four effective ways to make the most of WhatsApp voice calling:

1. Sales and consultations: Send text messages for an initial introduction, and then follow up with a voice call for deeper engagement using interactive message templates and/or call icon visibility, or calling the user directly (with a required permission flow)

2. Customer support: Give customers multiple methods—messages as well as voice calls—to get the support they need.

3. Order confirmations and updates: Finalize orders, provide shipping information, and collect post-delivery feedback, all with the personal touch of a voice call.

4. Lead generation and nurturing: Follow up with contacts (with a required permission flow) and previous customers to cross-sell or up-sell.

How to use WhatsApp Business Calling

If you’re looking to engage customers with more personalized support, WhatsApp Business Calling offers a new way to do it. By using Twilio, your business can leverage the WhatsApp Business API to communicate with customers through voice and messaging. 

Here’s what you need to do to set up WhatsApp Business Calling in Twilio:

• Be a current user of Twilio Programmable Voice: You must have an active account with Twilio’s Programmable Voice.

• Have a WhatsApp Business account with sender ID: You must have a WhatsApp Business account with a sender ID in Brazil, Mexico, Indonesia, or India. Your account must have a WhatsApp Messaging Limit at the 1K tier or higher.

• Have an approved business use case: WhatsApp Business Calling is available for specific business purposes:

  • Service: For customer escalations needing real-time voice support, like ordering help or troubleshooting.

  • Marketing: For calls in complex sales and marketing, such as in real estate or automotive.

  • Utility: For last-mile communication, like delivery drivers contacting customers.

If you meet these requirements, don’t miss the chance to connect with your customers via WhatsApp Business Calling.