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Small businesses can use the WhatsApp Business app, which is free.

Medium to large businesses use the WhatsApp Business Platform (API) through a WhatsApp Business Solution Provider (BSP) like charles.

For the WhatsApp API, you pay:
1. WhatsApp a cost per conversation (see WhatsApp costs for your country)
2. WhatsApp BSP fees 

What's key to remember: WhatsApp comes with additional costs to channels like email, but it's worth the investment because it's highly profitable. The average return on campaign spend (ROCS) made by our clients is 10x. This is far above the 3-4x made by ads.  

For more, see our guide to WhatsApp costs.

If you're a small business communicating with up to 256 contacts, you can download the free WhatsApp Business app and get going straight away on your phone (or simple web version).

If you're a medium to large business looking to scale, you'll need to use the WhatsApp Business Platform (API). WhatsApp has trusted its API to official WhatsApp Business Solution Providers (BSPs) like charles.

BSPs like us offer a user interface so brands can use the functionality of the API like automation, unlimited users, unlimited subscribers and audience segmentation.

To get started, first, you'll need to find the BSP that offers the best WhatsApp marketing platform for your business.

Then you'll need to get onboarded (typically a couple of days with charles) and learn about how the platform works and WhatsApp marketing best practices.

To get started with charles or ask us questions about how WhatsApp marketing works, just get in touch.

Yes, businesses can be GDPR compliant in WhatsApp. The 2 main areas to look at are:
1. Data consent (double opt-in, unsubscribe visible...)
2. Data management (ability to share and delete customer information, data stored in the EU...)

At charles, we help you remain GDPR compliant in WhatsApp through our software capabilities and our support.

See more in: WhatsApp and GDPR: the basics for businesses.

WhatsApp Channels is a recent addition to the WhatsApp Business offering. It enables organizations to broadcast messages to large amounts of people for free and is now available in 150 countries.

It's a useful tool but is just that: a tool. It should never be a complete WhatsApp marketing strategy.

It has its uses, like:

1. Generate hype around upcoming exclusive WhatsApp deals by sending out a mass communication via Channels first 

2. Collect more subscribers for your private 1-to-1 deals sent via charles directly to the main, private WhatsApp feed

However, WhatsApp Channels has many shortcomings if used as the only tool used by a business. It doesn't offer rich analytics or audience segmentation. In addition, brand messages don't sit in customers' feed next to family and friends and customers don't get notifications (so no 80-90% open rates).

We’re excited by the launch of Channels, because it supports what we’ve known all along – brands can boost revenue by using WhatsApp to connect with customers.

But our key message is: for brands that want to nurture customers, host VIP programs and grow profitable relationships, WhatsApp Channels isn't suitable as the centerpiece of a WhatsApp strategy, but can work well together with a complete WhatsApp marketing strategy and platform like charles.

See more in our guide: WhatsApp Channels: What is it and how does it work with platforms like charles?

No. The email marketing strategy you've built over the years stays. WhatsApp is a powerful addition to your marketing mix, and not a replacement.

We believe so strongly in the power couple of WhatsApp and email that we offer CRM integrations with leading platforms like Emarsys and Klaviyo. Together, WhatsApp and CRM platforms make your cross-channel orchestration stronger.

See more in: Email vs WhatsApp: which marketing channel is better? 

And: charles WhatsApp integrations.