Joy Agwunobi
Micro, Small, and Medium-sized Enterprises (SMEs) remain the backbone of global economies, accounting for 90 per cent of businesses, over 70 per cent of employment, and contributing to 50 per cent of the world’s GDP, according to the United Nations.
Recognising their significance, Meta has identified five essential WhatsApp Business features that can help small businesses enhance their operations, foster innovation, and drive job creation worldwide.
In Nigeria, SMBs play a vital role in stimulating local economies and contributing significantly to the country’s GDP. Given their importance, WhatsApp is committed to equipping these businesses with the necessary tools to succeed. By leveraging the WhatsApp Business App, small business owners can efficiently connect with their customers on a platform they already use, ensuring seamless engagement and service delivery.
Meta emphasised that WhatsApp remains a powerful tool for business transactions in Nigeria, with its user-friendly features enabling businesses to streamline communication, improve customer interactions, and boost sales. The company also noted that nearly 80 per cent of people globally engage with businesses via WhatsApp at least once a week, reinforcing its relevance as a business communication tool.
Meta outlined five crucial WhatsApp Business features that entrepreneurs should use to optimise their business operations and elevate customer engagement:
1. Catalog – A Digital Storefront for Showcasing Products and Services
Traditionally, businesses had to send individual images and descriptions to customers, making product discovery tedious. The Catalog feature eliminates this challenge by allowing businesses to create a digital storefront within WhatsApp. This feature functions as a mini-website where customers can browse products, view prices, and read descriptions in an organised manner.
How to Use It: Navigate to Business Tools > Catalog and add product images, videos, names, descriptions, and pricing to create a comprehensive digital product listing.
2. Quick Replies – Streamlining Responses for Efficiency
Responding to frequently asked questions can be time-consuming. Quick Replies enable businesses to set up pre-written responses, saving time and ensuring customers receive instant replies.
How to Use It: Go to Settings > Business Tools > Quick Replies. Create and save responses for common inquiries, such as greetings or order confirmations. Use the shortcut “/” to insert a quick reply into any chat.
3. Labels – Organising and Tracking Customer Conversations
Managing multiple customer interactions can be overwhelming. The Labels feature helps businesses categorise chats based on criteria such as order status or customer type, ensuring efficient tracking and follow-up.
How to Use It: Open a chat, tap the three-dot menu, and select Label Chat. Assign relevant labels such as New Customer, Order Placed, or Pending Payment to keep conversations organised.
4. Away Messages – Ensuring Continuous Customer Engagement
Business owners may not always be available to respond to inquiries in real-time. Away Messages allow them to set up automated responses, ensuring that customers receive timely replies even outside business hours.
How to Use It: Go to Business Tools > Away Message / Greeting Message. Set up a custom message and schedule when it should be sent.
5. Meta Verified – Enhancing Business Credibility and Security
For businesses looking to establish trust and credibility with their audience, Meta Verified offers a paid subscription service that provides enhanced account support, expanded device accessibility, and the ability to create a professional WhatsApp webpage tailored to the business.
How to Use It: Access Settings or Business Tools and tap Meta Verified to explore verification options.
According to the firm, WhatsApp Business is equipped with powerful features designed to help small businesses grow, remain organised, and engage with customers efficiently. By leveraging these tools, SMBs can enhance customer experiences, boost operational efficiency, and ultimately drive higher sales.
