WhatsApp Channels. What is it and how does it work with a WhatsApp platform like charles?

WhatsApp Channels has landed in Europe and is making waves across eCommerce. What is it and who is it for? And the big one – how do I use WhatsApp Channels with charles for my marketing?

Here we explain what WhatsApp Channels is, how it works, and why it's better used as an addition to your WhatsApp Marketing strategy (not the main event).

What is WhatsApp Channels?

 Think of WhatsApp Channels as a “public feed" that lets you send news and updates to many people simultaneously. The same message is sent to everyone, and interaction is limited to emoji reactions.

This public feed won't be found alongside chats with friends or family. Instead, customers will see an “Updates” tab. Browse the Channels with the "Find Channels" button, tap "Follow" and updates will appear a bit like a Facebook or Instagram feed, but without interaction possibilities besides emoji reactions. Plus, notifications are off by default.

Is WhatsApp Channels now available for my business?

Yes, WhatsApp Channels is now (most likely) available for your business.

After initial testing from Meta in Colombia and Singapore from June 2023, it was launched in 150 countries globally in September 2023 – including Germany, Italy, the UK and WhatsApp Business' core markets of India, Brazil and Indonesia.

It's still early days and it remains unclear how it will develop in terms of functionality and cost.

Is WhatsApp Channels free?

Yes, right now WhatsApp Channels is free for businesses. It's possible Meta may monetize this feature in the future, but for now, it's completely free.

What can I do with WhatsApp Channels?

As a business or organization, you can publish updates to customers on WhatsApp. 

Brands can create a WhatsApp Channel and allow people to follow it, similar to an Instagram feed.

It's a simple broadcast tool for companies to send out news to large numbers of people at the same time and have them react to it via emojis.

typie-the-authorSee our article about how to create a WhatsApp Channel for your brand.

Who uses WhatsApp Channels?

Soccer teams, media outlets and creators are some of the biggest potential users of WhatsApp Channels.

These are organizations and companies that have a big following and who are hugely interested in hearing news from them.

For companies, especially eCommerce brands, that want to nurture customers, host VIP programs and grow profitable relationships, WhatsApp Channels isn't suitable as the centerpiece of a WhatsApp strategy, but can work together with platforms like charles.

Should I use WhatsApp Channels?

The answer depends a bit on how you're thinking of using it, as well as the limitations of the channel (we'll outline these below for you). Ultimately, Channels is not designed to be a revenue driver or to collect data as an orchestrated channel within your CRM tech stack.

Integrations, automations, interactive flows and extensive performance tracking are not possible via Channels like they are via the API. But that doesn't mean it won't make a great addition to your holistic marketing strategy, especially as Channels is currently still free.

How can I use WhatsApp Channels within my marketing strategy?

Here are some ways you can use WhatsApp Channels to amplify your WhatsApp marketing efforts:

Grow your community: Share content that doesn't have to “perform” or that's not connected to revenue (e.g. soccer clubs sharing community news with their fans)

Collect feedback: Collect community feedback based on emoji reactions

Create hype: Get people excited for an upcoming release or campaign (then send via charles as a private 1-to-1 message)

Collect opt-ins: Use Channels as a driver for opt-in collection (chat-in)

Maximize reach: Send out public promotional codes, in addition to private deals

What are the limitations?

WhatsApp Channels is a useful tool but it doesn't measure up with the WhatsApp Business API functionality offered through charles:

No personalization: you can only send the same message to all followers, without segmentation or targeting

Only 1-way interactions: customers can't answer your or ask questions to your shared content

No data: it's not possible to track performance

Not connected via the API: this means it's not accessible through charles or any other software

Limited visibility: the broadcasts only appear under “Updates” and notifications are off by default. Posts are also deleted after 30 days

No end-to-end encryption