WhatsApp Business is more than just a platform where businesses can sell their products to customers. WhatsApp Business has made customer support more effective for small businesses. This not only helps the business but also enhances the customer’s experience.
Using WhatsApp as a means for customer support helps your business become accessible and reachable, especially in the South African landscape where some individuals may not be able to reach you via e-mail or have the funds to stay on the phone while they wait for an agent.
In this article, we’ll unpack how you can support your customers using the WhatsApp Business Calling feature.
What is WhatsApp Business Calling?
WhatsApp Business Calling is a calling feature on WhatsApp that allows businesses to speak to customers directly on a call through WhatsApp. For a small business, this can be useful when a customer needs urgent help or wants to thoroughly explain a problem.
Meta has also introduced the WhatsApp Business Calling API for businesses using the WhatsApp Business Platform. This allows businesses to include voice calls in their customer support journey, especially when they already use WhatsApp for messaging, automation, or customer service systems.
For many SMEs, it’s important because customers can move from a WhatsApp chat to a call without having to switch platforms. This makes the support process feel easier and more personal.
Advantages of WhatsApp Business Calling
There’s a variety of benefits your business can experience by integrating WhatsApp Business calling. These benefits include:
1. Easier Reach
Customers can be impatient when they have an issue and often want quick answers. When someone has a problem with an order, payment, delivery, booking, or service, they do not always want to send an email and wait two days for a response. WhatsApp Business Calling gives them a faster way to reach your business.
2. Explain Complicated Issues
Some customer issues are difficult to resolve through e-mails and messages. They may need someone to patiently walk them through the process over a call. A call helps you ask better questions and guides the customer step by step. In a sense, you’d be using WhatsApp as a customer service platform.
This is useful for a range of businesses, including repair services, beauty salons, online stores, delivery companies, etc.
3. It Keeps the Conversation in One Place
One of the best parts of using WhatsApp for customer service is that the conversation history stays in the chat. After a call, you can still send the customer a summary, payment link, address, document, quote, or next step.
4. Reduced Pressure on Phone Lines
Traditional customer support calls can become expensive, especially if customers call from mobile networks. WhatsApp uses Internet data, which can make it more convenient for customers who already use the app daily. This does not mean businesses must remove normal phone lines. It means WhatsApp Business Calling can become one more support channel.
5. Accessibility
People already use WhatsApp to speak to family, friends, schools, churches, stokvel groups, landlords, colleagues, and service providers. This makes WhatsApp feel less formal than email.
For customer support, that familiarity can work in your favour. Customers may feel more comfortable asking questions. They may also respond faster because WhatsApp notifications are part of their daily routine.
Disadvantages of WhatsApp Business Calling
While there are many advantages to using WhatsApp for small businesses, entrepreneurs must be aware of the disadvantages as well, particularly regarding the calling feature. Here, we’ve listed a few disadvantages to be aware of before fully diving into WhatsApp Business Calling for customer service:
1. Customers Must Have the WhatsApp App
While many people use WhatsApp daily, some don’t, and some might not even have the app. This means that your business can not replace its customer service channels with WhatsApp. You must still allocate budget towards calls and bulk SMSs.
2. Your Customers Must Have Reliable Internet
WhatsApp calls need Internet access. If the customer has a weak signal, low data, or unstable Wi-Fi, the call may drop or become unclear. This can make the customer support process frustrating.
3. Calls Can Interrupt Your Team
WhatsApp messages are easier to manage because your team can respond in order. Calls are different. A call demands immediate attention. If too many customers call at the same time, your team may become overwhelmed.
This is why you need rules. Decide when customers can call, who answers calls, and which problems deserve a call. Without rules, WhatsApp Business Calling can quickly become stressful.
7 Steps to Use WhatsApp Business Calling Effectively
1. Set Clear Support Hours
Before you encourage customers to call your business on WhatsApp, decide when you are available. Do not leave this open-ended. Clear hours protect your team and help customers know when to expect help.
Add your support hours to your WhatsApp Business profile, website, social media pages, invoices, and delivery messages.
2. Decide What Type of Problems Need a Call
Not every customer query needs a call. Some questions can be answered with a quick reply. Others need a voice conversation.
Use WhatsApp Business Calling for issues such as:
Order complaints, payment problems, urgent delivery questions, technical help, service disputes, booking confusion, product setup, and sensitive complaints. Avoid using calls for basic questions such as opening hours, prices, location, and stock availability. These can be handled with quick replies, catalogues, or automated messages.
3. Obtain Permission Before Calling the Customer
Do not call customers without warning unless they requested it. WhatsApp is personal, and customers may not be ready to speak.
A better approach is to ask:
“Would you prefer a quick WhatsApp call so we can resolve this faster?”
This gives the customer control. It also makes the call feel helpful instead of intrusive.
For larger businesses using the WhatsApp Business Platform, the Business Calling API is designed to support voice as part of the messaging journey, especially when customers need real time help.
4. Prepare Before You Call
Before calling a customer, read the chat history. Check the order number, payment status, previous complaints, delivery details, or service notes. This prevents the customer from repeating the same information.
5. Keep the Call Short and Focused
A support call should solve a problem, not become a long conversation with no direction. Start by confirming the issue.
You can say:
“I’m calling about your delivery query. I want to quickly confirm what happened and explain the next step.”
This keeps the call focused. It also helps your team avoid unnecessary time loss.
6. Track Customer Support
WhatsApp Business labels can help you manage support calls better. You can create labels such as:
New complaint, urgent support, waiting for payment, delivery issue, refund request, resolved, and follow up needed.
This makes it easier to see which customers still need help. It also prevents messages from getting lost, especially when your business receives many chats in one day.
WhatsApp Business is more than just a platform where businesses can sell their products to customers. WhatsApp Business has made customer support more effective for… Read More
