WhatsApp Business será pronto una realidad 55


Como comentamos en el último post, próximamente WhatsApp sacará una nueva aplicación dirigida a los negocios: WhatsApp Business. Y es que hoy en día existe una gran duda en todas las empresas: ¿cómo llegar al público de una forma más directa y cercana, sin ser invasivos? Ante esta preocupación generalizada, WhatsApp quiere poner una solución con WhatsApp Business. Esta variante del ya conocido WhatsApp es un servicio un servicio B2C para poner en contacto a las empresas con sus clientes, por lo que está destinada esencialmente a las empresas, profesionales y negocios.

Para solventar el problema esencial de WhatsApp, monetizar la aplicación sin incluir publicidad, FaceBook (quien compró la plataforma de mensajería en febrero de 2014) ha decidido crear WhatsApp Business, cuyo servicio tendrán que pagar las empresas. Todavía no se sabe cuál sería su coste, ni si será fijo o adaptable en función del plan o la empresa. Sin embargo, no todas ellas tendrán que pagar, sino que habrá tres tipos de aplicaciones de WhatsApp Business en función del tamaño de la empresa y su alcance. En caso de ser pequeña o mediana, podrán disponer de un servicio gratuito, mientras que las grandes empresas que operen a escala mundial tendrán que pagar por utilizar WhatsApp Business y acceder a la API con las herramientas.

Al registrarte como empresa, WhatsApp verificará que es cierto y señalará el perfil con una insignia de color verde con un tick en su interior. Así, los usuarios pueden asegurarse de que el negocio con el que mantienen una conversación es real, y no van a ser víctimas de algún tipo de estafa por suplantación de identidad.

WhatsApp Business todavía se encuentra en fase de pruebas y todavía se desconocen todas las herramientas que podrá ofrecer la aplicación. Pero algunas otras ya se han confirmado como, por ejemplo, la posibilidad de programar mensajes o enviar respuestas automáticas a los clientes por parte de las compañías, así como enviar información relevante tal como datos de envío de productos, horarios de vuelo u otras notificaciones importantes. Existen a su vez rumores de que se podrían incluso hacer pagos por la aplicación.

De cara a los usuarios apenas habrá cambios, por no decir que no cambiará nada. Más allá de la insignia de color verde que aparecerá al lado del nombre de la cuenta, las conversaciones con las empresas serán como con cualquier otra persona, con la diferencia de que no será necesario tener añadido el contacto de la empresa para poder enviar o recibir mensajes. Los mensajes enviados por las empresas se resaltarían en color amarillo, de modo que estos se pueden identificar fácilmente y pueden ser aceptados o bloqueados y marcados como spam por parte de aquellos usuarios que no desean recibir este tipo de comunicación comercial.

Como hemos mencionado, WhatsApp Business todavía está en fase de pruebas, pero existen empresas que ya hacen uso de la misma como, por ejemplo la aerolínea KLM. Desde esta plataforma, la compañía permite enviar a los clientes confirmaciones de registro de vuelos, notificaciones cuando realizan el check-in y hasta enviar el billete a través de WhatsApp. Incluso se pueden solicitar actualizaciones del estado de los vuelos por el mismo servicio, todo automatizado y funcionando las 24 horas del día.

WhatsApp Business está arrancando motores, por lo que pronto se librará de su programa beta y será una realidad. Si ahora WhatsApp es sinónimo de comunicaciones entre usuarios, pronto lo será para todo. Tal vez sea el momento de considerar que WhatsApp conseguirá matar al email. Tal vez también se lleve las llamadas por el camino.


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