Since communication mobility became popular around the world, distances have shortened, meetings have decreased, and negotiations have become more agile. What was once in-person is now happening online, through chats, videoconferences, and, especially, via WhatsApp.

The messaging app has become so prevalent in organizations that a Business version was designed to offer more functionalities and enhance the user experience, further increasing company adoption of this resource.

Currently, Meta, the owner of WhatsApp, accounts for 5 million SMEs using the messaging app in Business format and 60% of the major players in the country using the API mode, which is an advanced version of the app dedicated to a high number of users operating under a single account/number. This is very common in call centers.

It is clear that WhatsApp is the best channel for communication and relationships between companies and clients, but is it also clear how this tool should be used?

Personal WhatsApp vs. Corporate WhatsApp

For personal use, the standard version of WhatsApp is sufficient, providing an intuitive platform for social interactions. However, to meet the specific needs of companies, the recommended version is WhatsApp Business, which offers a range of additional features to facilitate corporate communication.

Unlike the conventional WhatsApp that we all know and use, the Business option is specifically designed to meet the increased demand for interaction in companies. Among the main advantages of this version, we can highlight:

• Business Phone Number: Allows companies to use a dedicated phone number to send and receive messages.

  
  

• Groups: Facilitates the creation of up to 50 groups on the same account, with a total limit of 5,000 members, making large-scale communication easier.

  
  

• Automation: Offers the possibility of task automation and the use of quick replies to accelerate customer service.

  
  

• Labels: Allows the categorization of messages, helping to organize and prioritize interactions with clients.

  
  

• Business Profile: Companies can insert important information such as operating hours, address, and catalog of products and services into the profile, making communication more professional and informative.

This is the basic structure offered by WhatsApp for businesses. In addition to the described functionalities, what also differentiates the common app from a corporate app is the manner in which the account is used, which can occur on both company devices and employees' personal devices, regardless of whether they are inside or outside the office.

How should corporate WhatsApp be presented to employees?

The number provided by the employer to exclusively handle professional matters should be used in this manner. Whether providing customer support, closing orders, or conducting post-sale follow-ups, it is essential to provide training to users and standardize processes.

Thus, it is crucial to guide employees on:

• Permitted hours and days of the week for communication with third parties and even with other team members;

• Topics that can be addressed and what should be avoided;

• Attitude and language to be adopted during interactions;

• Confidentiality of personal data and sensitive information;

• Assertive arguing in conflicts;

• Company norms and commercial policies;

• Risks to the company's reputation and image with consumers.

To ensure the effectiveness of these guidelines, there is still the possibility of monitoring conversations that occur exclusively on the corporate WhatsApp.

This is a safeguard for companies that wish to exercise governance over interactions, preventing communication breakdowns, deviations from conduct, and infractions.

Corporate WhatsApp Monitoring with Zapper

In Latin America, there is already a platform that performs this monitoring: Zapper. Through Artificial Intelligence, the solution detects words in conversations that indicate suspicious content, allowing for quick intervention by the manager.

This type of care prevents the occurrence of illegal acts on the corporate WhatsApp, such as fraud, extortion, harassment, and violations of company rules.

However, implementing this strategy requires transparency from the company and with the employee. Users of the corporate account must know that they are being monitored and how the content of conversations will be handled by the organization.

In the case of Zapper, everything collected in messages, including files with images, videos, and audio, is stored in the cloud, with restricted access for the communication manager.

Learn more about: WhatsApp at work: can the company monitor it or is it an invasion of privacy?

It is also worth remembering that the company has an ethical commitment to its professionals to only supervise interactions on corporate WhatsApp and that individual privacy will be respected.

This is a joint effort where everyone benefits through more professional, assertive, and secure communication. If employees' rights are respected and corporate rules are followed, the company's credibility in the market increases, and results will certainly be enhanced.

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