Long used for personal communication, WhatsApp has established itself as a professional channel in its own right, particularly in customer relations. Many companies now use it to respond to requests, confirm orders, or manage after-sales service. But its potential goes far beyond that. It can become a real lever for generating leads.
1. WhatsApp marketing: a real opportunity, but with strict rules
WhatsApp can be used as a prospecting channel, provided that certain rules imposed by the platform are followed. Unlike email, you cannot contact a WhatsApp user without them initiating the conversation themselves.
WhatsApp Business therefore imposes a simple rule:
- You can respond freely within 24 hours after a user has written to you.
- Beyond this period, only one promotional message is permitted (subject to conditions).
- Apart from commercial messages, so-called "useful" communications (such as order tracking or customer support) remain unlimited.
Consequence: the priority is not to push messages, butto encourage as many potential customers as possible to initiate the discussion.
2. Primary objective: generate inbound conversations
To leverage WhatsApp as an acquisition channel, you need to maximize the number of incoming chats from prospects. That's where the business relationship can begin.
Three main levers can be used to generate these discussions:
- Your website
- Your social networks
- Your advertising campaigns
3. Generate leads via your website
Your website is often the first point of contact between users and your company. Integrating a "Click-to-Chat WhatsApp" button allows you to turn this point of contact into a business opportunity.
Method:
- Use the official WhatsApp API: https://api.whatsapp.com/send?phone=NUMERO&text=MESSAGE
- Install a chat widget, such as Callbell or Tidio, to automatically appear on all strategic pages (product, shopping cart, FAQ, etc.).
Advantages:
- Immediate retrieval of the prospect's phone number
- Option to reply directly on WhatsApp or initiate a call
- Less friction than a traditional form
Good to know:
Add a pre-filled message to the link to easily segment your entries (e.g., "I am interested in a demo of your tool").
4. Use social media to spark WhatsApp discussions
Social media, particularly Instagram and Facebook, are very effective at generating curiosity about your product or service. The idea is to redirect this traffic to WhatsApp.
Method:
- Integrate your click-to-chat link directly into your Instagram bio or post descriptions.
- Offer high-value content (checklists, advice, promotions, etc.) and invite users to request details via WhatsApp.
Example:
Instagram post: “We’ve created a checklist of 10 mistakes to avoid in order to improve your conversion rate. Message us on WhatsApp and we’ll send it to you.”
Tool to use:
- Link generator with personalized message: https://create.wa.link/
5. Generate leads through advertising campaigns
One of the most powerful methods remains advertising with a call to action on WhatsApp. Facebook (Meta) allows you to create campaigns where the button leads directly to a WhatsApp conversation.
Method:
- Create a campaign in Meta Business Manager.
- Select "Messages" as the objective.
- Select WhatsApp as the destination channel.
- Write a predefined introductory message to encourage discussion.
Advantages:
- Reduction in the number of steps in the purchasing process
- Real-time conversation with a sales representative
- Faster qualification of requirements
Please note:
These campaigns are difficult to track accurately (unless you use UTMs in your messages). Consider creating a specific message for each campaign to identify the sources.
6. Key elements to incorporate into your WhatsApp strategy
- Dedicated business number: use WhatsApp Business instead of your personal number
- Automatic welcome message: prepare an initial message that reassures and guides the user.
- Hours of availability: specify your response times, especially if you generate traffic through advertising.
- Message templates: prepare standard responses for frequently asked questions (prices, delivery times, making appointments).
7. Practical case study
A B2B services company in the cybersecurity sector replaced its traditional contact form with a WhatsApp link on its product pages. The result:
- Average response time halved
- 23% conversion rate after initial WhatsApp discussion
- More accurate lead scoring thanks to direct exchanges
Conclusion
WhatsApp can be a powerful tool for generating qualified leads, provided that you follow the platform's rules of use. Unlike cold emailing or mass push strategies, prospecting on WhatsApp relies on the prospect voluntarily entering into conversation. The company's role is therefore to create the right conditions for entry: a well-configured website, visible click-to-chat links, engaging content on social media, and well-targeted campaigns.
