Knowledge Base

Integration with WABA and WhatsApp — differences, conditions, connection

There are two ways to connect WhatsApp to CRM: through integration with WhatsApp ( just WhatsApp in the text below) and the official Meta solution — WhatsApp Business API (WABA). 

Both solutions allow managers to correspond with clients from the CRM, but the connection process, functions and tasks of these solutions are different. Not every business will benefit from integration with WABA, and not every problem will be solved by integration with WhatsApp. 

Let’s look in detail at the advantages and disadvantages of each solution. 

Connection — features and duration of verification

Correspondence — how and how much you can write first

Stability of work

Mailings and mass notifications

Price comparison 

Conclusions

Connection — features and duration of verification

WABA

There are two ways how to connect WABA:

  • without checking the company (verification) and the display name of your WhatsApp Business profile,
  • with confirmation of the company and your display name.

Connection without any verification takes about 10 minutes, after that you can test the service immediately. 

The seller can start 50 correspondence within 24 hours — this is Meta’s limitation. At the same time, he will be able to reply to incoming messages as much as necessary. 

Let’s look at an example of what this means. Let’s assume that the company and your display name were not verified. Alex was contacted by 100 different people within 24 hours — he will be able to respond to all of them, because the incoming messages are not limited. But Alex himself will only be able to initiate correspondence with 50 clients. Then the salesman will talk to a total of 150 clients in 24 hours.

👉 How to connect the WABA channel

If you write first more often and 50 correspondence initiated by the seller is not enough — verify the company and the display name, so you can start the first 1000 correspondence in 24 hours. To do this you need to apply for verification and wait 3-4 days for Meta’s decision.

👉 How to verify your company and display name

Read more about the limits on correspondence in the next section.

There is no guarantee that the company and the display name will be verified the first time. But Meta gives you the opportunity to supplement and correct the information. 

WhatsApp’s policy spells out the types of products that cannot be sold through the integration with WABA. You can see the list on the official WhatsApp website.

WhatsApp

Anyone can connect WhatsApp to the CRM. You don’t need to collect any documents — register, test the service, set up the integration and get to work. 

Correspondence — how and how much you can write first

WABA

How correspondence on WABA channels works

WABA correspondence is a 24-hour conversation with a customer. 

Correspondence begins the moment you send a message to the client and ends exactly 24 hours later. For example, if you wrote to a client at 9 a.m. on Monday, the correspondence will end at 9 a.m. on Tuesday.

There can be as many correspondence as you want within a dialog with one client.

Start first correspondence = write first in a dialog with a client that doesn’t have an active 24 hour correspondence. If you corresponded with a client from 9 to 11 a.m. on Monday, and then write to the client again at 5 p.m. the same day, it will go away as part of the still active correspondence.

Limits on correspondence

Meta assigns tiers to WhatsApp Business accounts — they show how many 24-hour conversations you can initiate first in a 24-hour period:

Tier 0: 50 business-initiated correspondence in a 24-hour period,

Tier 1: 1 000 business-initiated correspondence in a 24-hour period,

Tier 2: 10 000 business-initiated correspondence in a 24-hour period,

Tier 3: 100 000 business-initiated correspondence in a 24-hour period,

Tier 4: no restrictions.

Once you have connected WABA, but have not yet confirmed the company and the display name — you are assigned tier 0. When you confirm the company and the display name — you will get tier 1.

Respond to incoming messages from clients as much as you want regardless of the level.

Let’s look at an example of what this means. Let’s assume that the company and the display name were not verified. Alex was contacted by 100 different people within 24 hours — he will be able to respond to all of them, because the incoming messages are not limited. But Alex himself will only be able to initiate correspondence with 50 clients. Then the salesman will talk to a total of 150 clients in 24 hours.

How to increase the number of available correspondence

After approving the company and your display name limits depend on the quantity and quality of correspondence. If you write a lot first and clients don’t complain about messages — the number of correspondences will increase. 

How to write to the client first

You might have heard about WABA templates, which should be used to start a dialog with a new client or a 24hour conversation. Those must be coordinated with Meta before you use them.

You don’t have to add templates in Wazzup to write first. Just type your text in the input line and send it. 

You can write without a template in both Wazzup and CRM chats.

The feature automatically turns on when you add a new WABA channel, but it doesn’t start working right away — you have to wait a few hours. 

You cannot add indents or paragraphs to messages that you type manually and send first. If you add hyphens, tabs, or more than four spaces in a row, they will simply disappear from the text after you send a message. 

Messages within an active 24-hour conversation can be styled however you want. So you can make the first message in the conversation shorter, and send a longer text after the client’s response.

If templates are needed. For example, to send out a newsletter:

As soon the channel is connected, a few universal templates will be automatically sent from your personal account for moderation. When Facebook approves them, you will be able to write to your clients first. 

Universal templates can be personalised when you send them: they contain variable fields that can be filled in however you like. 

If the basic templates aren’t enough, add your own — it’s easy. Templates can be added and sent for moderation just from the Wazzup personal account. Usually they are approved as soon as 2-3 hours after sending, at most in 2 days.

When the template passes moderation, it can be used. Here’s an example of what it would look like to fill out and submit a template from Wazzup chats.

Variable text cannot be divided into paragraphs and cannot be indented. If you add hyphens, tabs, and more than 4 spaces in a row, they will just disappear from the text after you send it. 

If you know that sellers will put a lot of text into variables, you can add multiple variables on different lines to the template. This way the message will be divided into paragraphs.

WhatsApp

To initiate a WhatsApp correspondence, you only need the client’s phone number. The seller can initiate correspondence with the client without restrictions. The exception is mass mailings, but about them below. 

Stability of work

WABA

The connection is made through the official API key, this is the most reliable way of working with WhatsApp. No surprises or sudden failures. 

WhatsApp

The stability of WhatsApp is affected by updates to the messenger: of course, Zuckerberg does not warn integrators about them. Developers need some time to adapt the service to the updates.

Mailings and mass notifications

WABA

WhatsApp policy allows mass mailings and alerts, just agree with Meta on a template and send it out as much as you want. 

But if you send viral ads that users complain about, the template will be blocked — you’ll have to approve a new one. Keep sending such newsletters — Meta will reduce the number of correspondence available per day.   

WhatsApp

Making mass mailings and alerts via WhatsApp is risky — spam and suspected automation will get your account blocked. 

The message should be personalized — aimed at solving a specific problem. This doesn’t mean you can’t use templates or ready-made text replies. The main thing is that the template should be relevant and meet the client’s expectations.

Price comparison

WABA

WABA payment consists of two parts: subscription payment and correspondence payment.

Subscription payment is a fee for using the service. It is $120 per month. If you pay for six months or a year at once, it’s less.

The WABA plan offers integration with CRM, all Wazzup features and no limits on dialogues — you can communicate with any number of clients per month. 

Correspondence payments. When you correspond with clients in WABA, you buy 24-hour communication sessions with them.

Meta lets you do the first 1,000 correspondences per month for free, so when you test WABA, you won’t have to pay for anything.

As soon as you send a message to the client, you are charged for the session. Now you can chat with a client for 24 hours without paying anything extra. When the 24 hours are over and you write the next time, a new session starts.

Payment is always deducted only after the business’s message. If the client will write to you, and you do not answer him — it sucks, but it’s free.

The price per session depends on two conditions:

  • What country the client is in (determined by their phone number code).
  • Whether the client has written to you in the last 24 hours before the session.

Full price and details about billing can be viewed in our knowledge base.

WhatsApp

The connection price depends on which tariff you choose. The maximum cost of the channel per month is 6000 rubles.

How to choose a tariff, read in our knowledge base.

Conclusions

There is no good or bad solution: one suits you, the other does not, or both at once. There is no point in comparing integration in terms of price, quality and ease of connection in isolation from business objectives. 

If you have decided which tasks are right for you, take a look at the summary table. A brief comparison of features should help you make a final decision.

WABA WhatsApp
Connection  It takes a few minutes to connect, but in order to correspond without limits, you need to spend time on verification It takes a few minutes to connect, but in order to correspond without restrictions, you need to spend time on verification
Correspondence  There are limits on the number of correspondence per 24 hours No limits
Stability of work Stable integration Failures are possible
Mailings and mass notifications  Mailings are allowed No mailings allowed
Price comparison  The maximum subscription price is $120 per month. You also need to pay for correspondence  The maximum subscription price is $120 per month

If in doubt about the choice, write to our support. We’ll answer your questions and help you figure out what’s right for you.