How to use WhatsApp to reach your customers and grow your business

WhatsApp has come a long way since it was launched in May 2009 by its creators, former Yahoo! software engineers Brian Acton and Jan Koum. Then it was a simple status-updating app for iPhone users. Now, according to its parent company Meta, WhatsApp has more than three billion active users, making it the world’s most popular messaging platform.

Each day, in more than 180 countries, WhatsApp users send a staggering 150bn text messages and 7bn voice messages. WhatsApp has more than 40m UK users, with UK adults spending an average of 33 minutes a day on WhatsApp. It accounts for more than half of all UK messaging app usage and WhatsApp’s unrivalled reach and popularity certainly hasn’t escaped the notice of many UK businesses and brands. 

WhatsApp business benefits 

Being where your customers are is critical. That’s why so many UK businesses are active on WhatsApp, which can be a powerful, low-cost, high-reach marketing and communications tool. If you’re not on WhatsApp, your competitors probably are, with successful businesses now placing themselves firmly inside their customers’ daily digital habits. 

Your prospects and customers already trust and check WhatsApp often, with its open rate reported to be as high as 98% – far eclipsing emails – while WhatsApp recipients are also much more likely to reply.

Businesses can use WhatsApp to answer customer questions, send reminders and instantly confirm orders, which feels much more responsive to customers. Businesses can also send tailored offers, updates and reminders directly to customers’ phones, strengthening loyalty by taking a much more personal approach. 

Meeting customer expectations 

Customers now expect instant, convenient and conversational communication, with WhatsApp helping to make businesses seem closer and more accessible. Meeting customers in their preferred places feels more natural than, say, receiving an email. And if you don’t use WhatsApp, your business can appear out of touch. 

Small businesses use WhatsApp primarily for customer communication, marketing, sales and support, because it’s fast, familiar and cost effective. Using WhatsApp can also enable businesses to streamline their marketing, sales and communication processes, saving them time and money. 

Businesses can use either the WhatsApp Business App, created for small businesses, or the API-based WhatsApp Business Platform, for businesses that need additional benefits. The WhatsApp website provides more information about both. 

How to use WhatsApp for business 

Your first key decision is whether to use the free WhatsApp Business App or the WhatsApp Business Platform.  

With the free app, you can create a profile with your business name, description, hours and a catalogue. A small cost (determined by message type) is payable when using the WhatsApp platform, but you can apply for Official Business Account status and get a trusted green checkmark badge next to your name. You can also access advanced features, such as CRM integration, high-volume messaging, multi-users, automated replies, analytics and reporting, etc. 

Personalising your approach by segmenting your customers and sending relevant updates, offers or support messages is recommended. WhatsApp also enables you to provide real-time support and instant customer services. Responding quickly to customers helps to ensure their loyalty. And although you can save time and money by using the customer service bots provided by WhatsApp Business API, responding personally is advised where requested. 

WhatsApp content tips 

“Rich media content” goes beyond plain text by incorporating interactive and engaging elements such as video, audio, animations, infographics or interactive tools. It works well because it captures attention and encourages interaction. Yours could include product images, videos and catalogues. Visuals make promotions and exclusive offers much more compelling. 

Keep your messages short, professional yet conversational. Don’t spam prospects or customers; send one or two marketing messages a week. Each one should provide genuine value. Launched in mid-2025, WhatsApp Ads offers businesses the opportunity to place adverts inside WhatsApp’s Status and Channels sections, not in private chats or calls, which works well for many businesses. 

In summary, businesses can use WhatsApp as a high-impact marketing channel that helps them to attract and retain customers. Businesses that use WhatsApp strategically not only meet customers where they already are, but also create lasting, meaningful relationships that fuel growth. WhatsApp is so much more than a messaging app.