WhatsApp Buttons – The Interactive Message Templates

With the launch of WhatsApp Business back in 2018, today more than 3 million companies are using it globally¹. Witnessing this huge adoption of WhatsApp Business in the last few years, the company has been continuously trying to make it easier for users to respond to businesses and help businesses improve their response rates. 

In July 2020, WhatsApp released Interactive Message Templates (also known as WhatsApp interactive buttons) to simplify the way users respond to a business by giving them options to reply using buttons, instead of typing. 

This is a part of the WhatsApp Business API offering that is built with an aim to reduce the user response time by making options available right in front of them, eliminating the need for typing and any possibility of confusion with the responses. In fact, during testing WhatsApp witnessed higher response rates when WhatsApp chatbots used interactive buttons as compared to text messages.²

As this is one of the latest additions to the WhatsApp Business API, let’s find out what WhatsApp Interactive Buttons are – the different types, why you need them, how to get access, and examples of businesses that are already using WhatsApp Buttons to grow their business.

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What are WhatsApp Interactive Buttons (Interactive Message Templates)?

WhatsApp Interactive Buttons are a part of the WhatsApp API’s Message Template offering that allows users to respond using the buttons made available in the message sent by a business.

There are 3 types of WhatsApp Message Templates, out of which Interactive Message Template (or WhatsApp Interactive buttons) is the newest addition.
1. Text messages – Contains only text which can be used to send proactive notifications such as order status, delivery updates, or payment confirmations.
2. Rich media messages – Contains images, files or videos, such as e-receipts, boarding passes, and onboarding videos.
3. Interactive messages with buttons – Can be a mix of text and rich media which has buttons at the bottom of the message that direct customers to perform an action such as visiting your site, contacting your support team, or scheduling an appointment.

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What are the types of WhatsApp Interactive Buttons?

There are two types of buttons that are offered in interactive message templates.
1. WhatsApp Call-to-Action Button – This allows your customers to make a phone call or open a website when tapped.

  • You can add a maximum of 2 buttons, one of which has to be a calling option or/ and a website visit CTA).
  • The character limit for each button text is 20.
  • The header is optional but if you want to add a header it has to be either text, image, or document.

WhatsApp button shopping cart image

2. WhatsApp Quick Reply Button – This allows your customers to quickly reply to your business using the available buttons. Once the customer selects an option the reply will be sent as a simple text. You can add a maximum of 3 buttons for quick replies.

WhatsApp quick reply button

 

Why use WhatsApp Interactive Buttons?

WhatsApp Buttons is a great way to take users through an automated and logical chat flow that can reduce confusion. With predefined answers, WhatsApp Buttons provide a great user experience and seamless customer support.

1. Easy to comprehend – When compared to text-based lists, interactive messages provide a simpler and more consistent format for people to find and select what they want from a business.
2. Higher response rate – While testing WhatsApp chatbots using the interactive messaging features WhatsApp observed it achieved significantly higher response rates and conversions compared to messages that are text-based.
3. Personalized Interactions – With the help of images, videos, and pdfs, these interactive buttons can be personalized for a customer segment or situation.

 

How to get access to Interactive Buttons on WhatsApp?

WhatsApp Interactive Message Templates (WhatsApp Interactive Buttons) are a part of the WhatsApp Business API offering.

To use WhatsApp buttons you have to –
1. Apply for WhatsApp Business API and create a WhatsApp Business Account.
2. Create your own interactive message template and send it for approval to WhatsApp.
3. Once approved, you can use it to communicate with your customers.

 

Example of businesses using WhatsApp Interactive Buttons

Here are some of the businesses that are already making use of WhatsApp buttons to interact with their customers, drive more conversions, get feedback or send reminders.

1. Disney + Hotstar
In India, Disney + Hotstar is currently using WhatsApp buttons to send reminders for subscription renewals. It’s a quick and easy way to help users renew their subscription with just one click and enjoy uninterrupted service.

Disney+Hotstar WhatsApp button example

 

2. Adidas India
In December 2021, Adidas India revamped their online store and launched a new membership program to improve online sales. They used WhatsApp buttons to spread awareness and get more people to join this program. Again, when a user clicks the ‘Join for Free’ button, it will take them to the respective page of their website where they can enroll in this program.

Adidas india using WhatsApp button

 

3. Flipkart
Flipkart also used WhatsApp Interactive buttons during its Big Saving Days campaign in December 2021. During this campaign, they not only give away discount coupons to their customers but also promoted their referral program by asking users to forward it to a maximum of 10 friends to avail extra discount and gifts. This is a brilliant example of using WhatsApp as a platform to promote a campaign, improve sales and strengthen referral programs at the same time.

Flipkart using WhatsApp interactive buttons

 

4. Apollo Clinics
Apollo Clinics took a different approach while using WhatsApp buttons. They used WhatsApp quick reply button to collect customer feedback, instead of using the WhatsApp call-to-action buttons to spread awareness or drive conversions. Here’s how they collect user feedback.

Apollo clinics using whatsapp interactive buttons

 

Start using WhatsApp Interactive Buttons

WhatsApp is the most popular messaging app with 2 billion active users. Not only that, more than 3 million businesses are already using WhatsApp Business globally to communicate with their customers. As more businesses realize the impact of WhatsApp on their customer base, it’s now more critical than ever before to leverage WhatsApp as a channel to deliver a great customer experience, collect feedback and drive sales.

Start Using WhatsApp Interactive Buttons

 


 

Sources

1. https://webengage.com/blog/the-impact-of-whatsapp-business-api-across-

2. industries/https://developers.facebook.com/docs/WhatsApp/guides/interactive-messages