WhatsApp

Business
Connect with customers and build personal relationships

Aldo Rambie
1
ALDO RAMBIE
Client Partner – Automotive, Tech, Telco and Financial Services
Facebook Indonesia

2
 Messaging has been on a meteoric rise

78
% of the world’s smartphone users
use a messaging app every month

Facebook IQ source: eMarketer, July 2017.

3
And messaging’s momentum is only expected to grow
Global number of people who use a mobile messaging app monthly

2.48B
2.34B
2.01B 2.18B
1.82B

2017 2018 2019 2020 2021

Facebook IQ source: eMarketer, Jun 2017. 4

Messaging is indispensable and where we spend our time
Among people surveyed across 8 markets

67
say their messaging
%

80
has increased over

% the past two years

of adults say they

51 %
message on a daily basis

say messaging has

replaced other forms
of communication

Facebook IQ source: “The Art of Communication: Messages That Matter” by Greenberg, Inc., (survey of 2,255 people in AU, BR, CA, DE, GB, FR, KR and the US who use a messaging app monthly), Nov
2017.
5
It’s how we connect with the most important people

6
 W H AT S A P P M I S S I O N

Connect the world with

real-time communication

7
 We know businesses can be more meaningfully
connected

NEARLY

7 in 10
businesses surveyed think
they’re communicating BUT JUST

2 in 10
effectively with their
customers

customers surveyed agree

Facebook IQ source: “Bridging the Communication Divide” by Lawless Research (Twilio-commissioned survey of 2,045 people and 867 businesses in AU, GB and the US), Sep 2017. 8
 W H AT S A P P V I S I O N

WhatsApp is where every person

comes to discover and communicate
with any business
9
Agenda
H O W P E O P L E U S E W H AT S A P P
01

B U S I N E S S S O LU T I O N S
02

G E T T I N G S TA R T E D
03

10
 01

How people use WhatsApp

Source: Placeholder text. 11

 1.5 billion people,
180 countries, 60 languages

Source: WhatsApp data, May 2018

 Indonesia

over 111 million people

use WhatsApp every month

Source: WhatsApp data, May 2018

13
Our product principles
reflect the ways users
depend on WhatsApp

Simple Reliable Secure

 People rely on us for a few simple things:
chats, calling, and sharing

800M
daily video
minutes2

4.5B 450M
photos shared status daily
per day1 active users2

Source: 1- WhatsApp data, Apr 2017; 2- WhatsApp internal data, April 2018 15
Based on global consumer surveys:

89%
of respondents expect a brand to
respond to them within 24 hours1

80%
of respondents say that the
experience a business provides is
as crucial as its goods or services2

52%
of respondents have switched
brands / service provider
because of poor customer
service3
Source: 1. SAP Hybris, The 2017 Hybris Consumer Insights Report, 2017. 2. Salesforce, State of the
Connected Customer, October 2016. 3. Accenture, Digital disconnect in customer engagement, 2017
 People turn to messaging across
the entire consumer journey

PRE-PURCHASE PURCHASE POST PURCHASE

>84% >81% >74% >71% >76% >79%

Make a general inquiry Ask about a Make a purchase Schedule an Get product or Comment about
product or service appointment service support a product

Source: “Motivations, Mindsets and Emotional Experiences in Messaging (vs. Feed)” by Sentient Decision Science (Facebook-commissioned survey of 8,156 people in BR, GB, IN and the US), Jun 2018. Research
refers to daily messaging app users surveyed who had messaged a business in the past three months using one of their most commonly used apps.
Businesses need solutions that
are personal and scaled

18
 02

Business Solutions

Source: Placeholder text. 19

 A few simple things make it possible for
people and businesses to start connecting

Create a Message with Drive

presence customers discovery

20
Create a presence
Use the WhatsApp Business
API to create a profile
Message at scale

WhatsApp offers unparalleled reach,

higher engagement, and unique
insights

22
Message at scale
Customer care messages
Can be sent free of cost
within 24 hours

Notifications
Templated messages that can
be sent any time. Business is
charged when the message is
received*. Customer Notification
care

Notes:
Promotional messages are currently not allowed to be sent via the WhatsApp Business API
*Customers must opt in to receive notifications
 A better user experience follows our content policies
Not allowed today
Ideal WhatsApp experience (promotional)

N OT I F I C AT I O N
C U STO M E R
CARE

C U STO M E R
N OT I F I C AT I O N CARE

24
work for notification use-cases

High

• Delivery request • Repeat order reminder • Payment/bill reminder

• Invoice submission reminder • Overdue collection • 2 factor authentication (OTP)
• Employee survey • Tactical weekly promotion • Reward/cashback redemption
Personal info update (CC detail)
ACTION

• Lead distribution (to be •

Value for clients

followed up by sales) • Maintenance reminder

• Pick-up reminder (pre-order)
• Check-in reminder
• Fraud alerts

• Update to procurement • Stock info at fulfillment • Transaction receipt

process centers • Purchase confirmation
• CEO memo to employees • Pricing update • E-ticket / boarding pass
• Case resolution update
FYI

Low High
Scale (message volume)

Suppliers / Employees Distribution network End customer

Provide a holistic experience in a single, consistent thread

CUSTOMER CARE
Billing inquiries, product availability, order updates

Confirmations, urgent alerts, booking inquiries

NOTIFICATION
Account management, alerts/warnings, statements

26
 Maintenance updates
Service reminders, product/ vehicle educations, and schedule
appointment

Confirmations & alerts

Repair updates, confirm appointment schedule and
defects/recall

Customer inquiries
Automotive Product inquiries, availability and dealer locations

27
 Alerts / warnings
Ideal channel for communication for urgent warnings such as irregular credit
card transactions, fees charged, reaching credit limit, etc. (currently done
through SMS)

Conversations with account manager

Chat between client and account manager on day to day account related
issues
Inquiries / statements
Account or loan balance inquiries, credit limit inquiries, rewards inquiries, etc.

Urgent issues
Financial Inbound requests that require urgent problem solving such as lost or stolen
credit card reports

services Onboarding
Any type of interaction that requires the customer to go through a list of
questions (applications, assessment, etc.) before receiving information or
reaching a customer service representative

28
 Ensure discovery

Encourage conversations
with Click-to-WhatsApp
ads

*WhatsApp Confidential 29
 03

Getting started

Source: Placeholder text. 30

 How to get started

Decide integration Identify customer Identify customer Align on KPIs and Communicate new
approach: in-house experience and touchpoints benchmarks channel to existing
or 3rd party use cases for opt-in customers

31
WhatsApp Business API They extend the power of messaging by
Solution Providers are: providing access to omnichannel tools and
routing across:
• A global community of 3rd
party approved messaging
platform development
providers

• Known for their expertise on

WhatsApp and competitive
services

32
 There are two ways to create a presence

Direct Integration Solutions Provider

In-house tools for businesses with 3rd party companies that help
large IT teams and those who businesses move quickly to
want full control and governance market by offering software to
of messaging channel implement in your tech stack

33
 1

Decide Direct Integration

In-house tools
Solution Provider
3rd party companies

integration q Large internal IT team with capacity q Small, time-constrained IT team

approach
q Comfortable with homegrown q Utilize 3rd party software
software vs. partner software throughout tech stack
q Prefer to control data flows and q Desire to move fast and get into
privacy while governing messaging market with messaging offering
experience

34
 2 • What types of notifications do you currently
send to customers in other channels?
• How could WhatsApp be incorporated into your
Identify overall customer care approach?

customer • When could messaging on WhatsApp enable a

better customer experience?
experience
and use cases

35
Pricing
https://developers.facebook.com/docs/whatsapp/pricing/
• “Message Template” has the meaning detailed in our Documentation. “Templated Message” means a message sent using a Message Template, in
compliance with our terms and policies.
• All prices are set forth in the List Price Schedule below and will apply to Templated Messages sent on or after the effective date indicated in the List Price
Schedule.
• We will determine the price of each delivered Templated Message based upon the country code of the message recipient and the volume of Templated
Messages delivered in a calendar month to a given country or region. Templated Message volume will not be aggregated across countries or regions or
different WABAs.
• The price charged for each delivered Templated Message will be the price effective at the time you send the Templated Message.
• We will charge you for each Templated Message that is delivered within 30 days after being sent. We will not charge you for Templated Messages that we
deliver more than 30 days after you send them. We determine that a message has been delivered when WhatsApp servers process a delivery receipt for the
sent message.
• If your customer initiates messaging with you, we will not charge you for any messages (including Templated Messages) that you send to that customer for
up to 24 hours following the last message that that customer sends to you ("Customer Care Window"). Any additional message you send to that customer
beyond the Customer Care Window must be a Templated Message, for which we will charge you as set forth in our rate card.
• We have the right to update this rate card on a monthly basis, and changes will take effect the first day of the calendar month following such changes.
• Exclusions. The WhatsApp Business Solution may not be used to send messages to or from the following countries and regions: Crimea, Cuba, Iran, North
Korea, and Syria.

First 250K messages Next 750K messages Next 2M messages Next 3M messages Next 4M messages Next 5M messages Next 10M messages > 25M messages

Rp339.343 Rp334.870 Rp330.397 Rp321.452 Rp312.507 Rp299.089 Rp285.671 Rp285.671

Source: Placeholder text. 36

 3 Add an explicit customer opt-in flow to channels that will
allow customers to receive timely information
Identify • During transaction flow online
customer •
•
User preferences profile
WhatsApp chat via “Contact Us” page if integrated
touchpoints •
into customer service
Via email, SMS, or within mobile app
for opt-in

37
 4 • Reach – Are you able to reliably notify the intended
customers?

Align on • Engagement – Are your customers more likely to read,

respond or take action from a message sent on WhatsApp?

KPIs and • Customer Lifetime Value – Are customers engaged on

WhatsApp more valuable? More likely to be loyal, repeat
benchmarks •
customers?
Brand Favorability - Are people more satisfied with
interactions on WhatsApp compared to other customer care
channels?

• How else do you foresee measuring the value of WhatsApp?

38
 Understand the Measure and compare
value of WhatsApp WhatsApp vs other
for your business channels for key metrics
5. Agree on metrics Better reach Appointment / Payment Reminders
and measure completion rate of necessary actions e.g.
payments, booking confirmations etc.
results Better reliability
Purchase confirmations
Repeat purchase events, decrease in cross-
Better engagement channel service needs

Links
click through rate and actions taken e.g. app
downloads

Customer care
csat, nps, time efficiency in ticket resolution
 5 How will your customers know they can chat with
your business in WhatsApp?

Communicate • Consider owned and operated channels like your

website, email marketing and direct mail
new channel • Plan targeted paid campaigns using Facebook
ads that click to WhatsApp
to existing
customers

40
NEXT STEPS

Get started with WhatsApp

q Decide integration approach: in-house or 3rd party

q Identify customer experience and use cases

q Identify customer touchpoints for opt-in

q Align on KPIs and benchmarks

q Communicate new channel to existing customers

41
 • January - February: Appoint 3rd party BSP , decide notification
use case, estimated monthly volumes and metrics
• We recommend to start with 2 millions notifications per
month to get enough scale to measure effectiveness.
Recommendations • March:
• Customer service go live and pilot notifications
• Facebook & Instagram campaigns to create discovery
• April: Assess pilot use case – decision point to scale
• Estimated investment
• Exclude 3rd party BSP ( TAM to directly engage with BSP)
• Notifications: 694m IDR/ month (2 millions messages)
• Marketing campaign: 1 - 1.5 bio IDR/ month ( March &
April)

42
 Technical Overview

Ibnou Toure, Partner Engineer

Whatsapp Encryption Overview

• WhatsApp messages, voice and video calls between a sender and receiver
that use WhatsApp client software released after March 31, 2016 are end-
to-end encrypted.
• The Signal Protocol, designed by Open Whisper Systems, is the basis for
WhatsApp’s end-to-end encryption. This end-to-end encryption protocol is
designed to prevent third parties and WhatsApp from having plaintext
access to messages or calls. What’s more, even if encryption keys from a
user’s device are ever physically compromised, they cannot be used to go
back in time to decrypt previously transmitted messages.
• WhatsApp servers do not have access to the private keys of WhatsApp
users, and WhatsApp users have the option to verify keys in order to
ensure the integrity of their communication.
WA Biz API: Features
• Register business phone number • Business Account Settings
and verify business name • Profile picture
• Send messages • Address, description, service type
• Message templates • Contacts
• Text message • Webhooks
• Media message • Status Callback (sent, delivered,
read, failed)
(doc/image/audio)
• Group messaging • Analytics: messages
sent/delivered
• Health Check / Monitoring
• Backup / Restore
WA Biz API: Components
• WhatsApp Provides • Customer Provides
§ Software § Infrastructure*
Ø Core App (interface to WA Infra) Ø Compute
Ø Web App (implements REST APIs) Ø Network
Ø Storage
§ Delivered as Docker container
images via., WhatsApp docker § Orchestrator*
registry
§ CRM & Webhooks
§ AWS templates to create WhatsApp
Business API stack
Enterprise Network Overview
• Software solution with Rest API for sending and receiving of messages and media
• Hosted on-premise or cloud deployed

Hosted on-premise or cloud deployed

Mobile user

Transport encrypted WhatsApp Servers Transport encrypted

Mobile user
Web Enterprise
Rest API Interface Messages end-to-end encryption
application client

Database
(MySQL/SQLite)

Docker Container - Reg Data

- Encryption Keys
Enterprise server / cloud provider
- Messages
Enterprise firewall Web client
- Media
(PDF, images, audio, video)
*WhatsApp Confidential 47
WA Biz API: Architecture
Image Registry

Enterprise’s Data Center

Network

Webhooks Compute TCP

TCP
(JSON)
(WAP)
REST API (https)
CoreApp
Web WA Infra
Biz Logic / media data
CRM

Container Orchestrator
Network Database (MySQL)
deploy

manag
e NFS NFS
monitor

Primary Secondary
 WA Biz: AWS (HA) Architecture
ENTERPRISE AWS WA – AWS
avail. zone #3
RDS
CFN Templates AMI
web core core
https master core EBS
Docker Registry
EC2 / ECS EC2 / ECS
EFS - shared
(media)
Webhooks

web core core

REST/https EBS
master core WA-Infra
EC2 / ECS EC2 / ECS
ELB avail. zone #2
Biz Logic /
CRM

web core core

master core EBS
Cloud Watch

EC2 / ECS EC2 / ECS

security group
security group
auto scaling group
avail. zone #1 region #1
CFN
Thank you
50