WhatsApp business automation in India: how it works

Many customers in India would rather message a business than call or fill in a form. Acknowledging an enquiry, confirming an appointment or sending a reminder on WhatsApp meets people where they already are, which is why automation here can save a lot of staff time.

Automation that sends messages on your behalf should run on the WhatsApp Business Platform, which is Meta's official route for businesses. It needs a business setup and approval. Tools that automate a personal or ordinary business app account are against the rules, and they risk the number being restricted or blocked, which would cut you off from customers.

Customers must have agreed to receive business messages from you. A phone number typed into a form is not blanket permission for marketing. Make the opt-in clear at the point of collection, say what you will send, and give people an easy way to stop.

When a customer messages you, a time-limited window opens during which you can reply freely. Outside that window, a business-initiated message must use a template that Meta has approved in advance. Plan your reminders, confirmations and follow-ups as templates early, because approval takes time and wording rules apply.

Meta charges for business messages according to the type of message and the country, and its pricing changes over time. That means running costs depend on how many messages you send, so estimate your volume before deciding how much to automate. Check Meta's current pricing when you plan.

Start with steps that have clear rules and repeat daily, and keep a person in charge of anything that needs judgement.

• Acknowledging a new enquiry.
• Confirming and reminding about appointments or site visits.
• Collecting simple details before a call.
• Passing a conversation to a person when the customer asks for one.