The WhatsApp Business channel is becoming increasingly central in Omnichannel Customer Experience strategies. Thanks to its wide adoption, unique features, and engagement capabilities, WhatsApp is establishing itself as a complementary channel to more traditional means of direct communication such as email, SMS, and push notifications.
To manage the WhatsApp channel, magnews offers two different solutions:
- WhatsApp Business directly integrated with magnews
- WhatsApp Business via Sinch Engage with a dedicated connector for magnews
Generally, the direct solution integrated with magnews is ideal when you use WhatsApp as a direct channel for marketing tasks, engagement, and information campaigns, where the conversational part is absent or very simple and manageable via auto-responder. Learn how to configure and use the direct channel.
The magnews + Sinch Engage solution is perfect when the conversational part with contacts is predominant, with one-to-one interactions that can be automated or managed by operators. Learn how to configure and use this connector.
Touchpoints and main differences
Platforms to activate
The first aspect to consider involves the platforms to be activated. With the WhatsApp Business solution integrated on magnews, there is no need to activate other technologies beyond your already configured magnews account. With the Sinch Engage option, however, in addition to magnews, you will need to activate, configure, and connect a dedicated account on the Sinch Engage platform. Learn more about this platform.
Template management
Another important aspect is template management. To send direct messages to contacts (the so-called Business Initiated Conversation), it is necessary to create, configure, and get one or more message templates approved by Meta.
With the WhatsApp Business solution directly integrated on magnews, you can manage the entire life-cycle of templates, from creation to modification, to approval, directly on the platform in the Template section accessible from the menu Journey Lab > WhatsApp Business.
Dive deeper into managing WhatsApp Business templates on magnews.
With the magnews + Sinch Engage solution, however, template management is entirely handled by the Sinch Engage platform, with magnews periodically synchronizing the list of approved templates, making them available for campaigns and automation messages.
Mass campaigns and marketing automation
Once one or more WhatsApp Business templates are configured and approved, you can send WhatsApp messages using both solutions:
- Mass communications, such as Newsletters and promotional SMS
- Send message nodes of platform automated flows.
Operator managed conversations and related management
WhatsApp Business, directly integrated with magnews, does not allow for direct management of conversations by an operator. You can view ongoing conversations and message exchanges but cannot respond manually to contacts.
To manage conversations via an operator, the best solution is integrated with Sinch Engage.
Light conversation vs chatbot
With magnews, you can leverage marketing automation to manage Light Conversation scenarios, such as auto-responder, multi-topic support, and information gathering through simple questions and answers. Discover all possibilities for Light Conversation scenarios with magnews automation.
If you need to develop advanced chatbots, where the interaction can be handed over to an operator for more direct management, the Sinch Engage solution is the most recommended. Explore chatbot creation possibilities with Sinch Engage.
Can the two solutions coexist?
Yes, the two solutions are not alternatives to each other but can coexist on the same magnews account, provided that two different WhatsApp numbers are used: one for the direct part, managed with the direct channel integrated on magnews, and the other for the relational and conversational component, managed and integrated with Sinch Engage.