{"id":7255,"date":"2025-01-07T17:51:37","date_gmt":"2025-01-07T17:51:37","guid":{"rendered":"https:\/\/kmtraining.org\/using-whatsapp-business-in-global-health-programs\/"},"modified":"2025-01-07T17:51:37","modified_gmt":"2025-01-07T17:51:37","slug":"using-whatsapp-business-in-global-health-programs","status":"publish","type":"post","link":"https:\/\/kmtraining.org\/fr\/using-whatsapp-business-in-global-health-programs\/","title":{"rendered":"Using WhatsApp Business in Global Health Programs"},"content":{"rendered":"<div class=\"wpb-content-wrapper\" id=\"wpb-content-root\"><div class=\"vc_row wpb_row vc_row-fluid vc_custom_1736270553923 vc_row-has-fill\" ><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p>Social media platforms can support knowledge access, sharing, learning, and exchange\u2014but with the explosion of options, sophistication of content algorithms, and variability in content moderation approaches, these platforms can also work against KM and learning goals.<\/p>\n<p>WhatsApp Messenger is the <a href=\"https:\/\/www.statista.com\/statistics\/258749\/most-popular-global-mobile-messenger-apps\/\">most popular messaging app<\/a> globally (based on monthly active users) and has been incorporated into global health programming for years, largely as a tool for <a href=\"https:\/\/gatesopenresearch.org\/articles\/4-130\">data collection<\/a>, <a href=\"https:\/\/academic.oup.com\/heapol\/article\/36\/5\/774\/6226979\">communication<\/a>, et <a href=\"https:\/\/www.kmtraining.org\/wp-content\/uploads\/2022\/06\/final_whatsapp_report.pdf\">continued professional development<\/a>. WhatsApp&#8217;s Application Programming Interface (API) can power chatbots and there are numerous examples of its use in the family planning and reproductive health space. Breakthrough ACTION\u2019s <a href=\"https:\/\/breakthroughactionandresearch.org\/resource-library\/regional-interactive-fp-rh-information-center\/\">DSSR-bot<\/a>, <a href=\"https:\/\/www.nivi.io\/\">Ask Nivi<\/a>, UNFPA\u2019s <a href=\"https:\/\/india.unfpa.org\/en\/just-ask-chatbot-0\">JustAsk<\/a>, and MOMENTUM\u2019s <a href=\"https:\/\/usaidmomentum.org\/resource\/meeting-the-contraceptive-needs-of-youth-through-digital-tools\/\">Tata Annie<\/a> et <a href=\"https:\/\/usaidmomentum.org\/viya-pakistan-chatbot\/\">VIYA<\/a> are just a few.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><div class=\"vc_row wpb_row vc_row-fluid vc_custom_1736270553923 vc_row-has-fill\" ><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"vc_message_box vc_message_box-standard vc_message_box-rounded vc_color-turquoise vc_do_message\" ><div class=\"vc_message_box-icon\"><i class=\"fa fa-solid fa-circle-info\"><\/i><\/div><p>A chatbot is a computer program designed to mimic written or spoken human conversation when engaging with users to help answer questions or solve problems. (<a href=\"https:\/\/www.sap.com\/resources\/what-is-a-chatbot\">SAP<\/a>)<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"vc_row wpb_row vc_row-fluid\" ><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"vc_empty_space\"   style=\"height: 20px\"><span class=\"vc_empty_space_inner\"><\/span><\/div>\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p>But what about WhatsApp Business, its companion product?<\/p>\n<p>Our Knowledge SUCCESS marketing team applies business-centric tools like geotargeting, automation, and AI-driven personalization to generate and meet demand for knowledge. We reach more than 170,000 users annually through this website alone, where we\u2019ve increased the proportion of users from low and middle-income countries to 70 percent (from 41 percent when we started). We use a customer journey mindset to drive our efforts. This means putting user satisfaction at the forefront of our product development and marketing, providing the best possible experience, and actively listening to feedback.<\/p>\n<p>On the Knowledge SUCCESS project, we are constantly testing new approaches that blend business strategy with best practices in health communication. Many small businesses use WhatsApp Business to communicate with customers. Recently, I explored what it could look like if global health programs followed the same path.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"vc_empty_space\"   style=\"height: 20px\"><span class=\"vc_empty_space_inner\"><\/span><\/div>\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h3>What is WhatsApp Business?<\/h3>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"vc_empty_space\"   style=\"height: 20px\"><span class=\"vc_empty_space_inner\"><\/span><\/div>\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p>WhatsApp Business is entirely separate from WhatsApp Messenger (the version of WhatsApp that the vast majority of individuals use). It is a free app, designed for small businesses to communicate with their customers.<\/p>\n<p>Once businesses create a WhatsApp Business account, they\u2019re able to design a \u201cvirtual storefront\u201d that includes:<\/p>\n<ul>\n<li><b>Basic information<\/b> such as a logo, business description, hours of operation, and website.<\/li>\n<li><b>Automated greeting messages <\/b>for customers who initiate a conversation with the business.<\/li>\n<li><b>Customizable message templates <\/b>that are text-based, media-based, or interactive and can send files of up to 100MB.<\/li>\n<li><b>Quick replies,<\/b> a feature that allows businesses to save answers to commonly asked questions as templates and set up shortcuts to respond to queries more quickly.<\/li>\n<li><b>A product catalog<\/b> displayed on their business profile. Each product or service can include an image, title, price, description, product code, and link to the product on a website. Businesses are allowed a maximum of 500 products or services.<\/li>\n<\/ul>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"vc_empty_space\"   style=\"height: 20px\"><span class=\"vc_empty_space_inner\"><\/span><\/div>\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h3><b>Using WhatsApp Business to support a \u201ccustomer journey\u201d mindset<\/b><\/h3>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"vc_empty_space\"   style=\"height: 20px\"><span class=\"vc_empty_space_inner\"><\/span><\/div>\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p>Think about this in the context of global health programs and a customer journey mindset. Imagine users navigating to a WhatsApp \u201cstorefront\u201d for your program, where a product <a href=\"https:\/\/faq.whatsapp.com\/405903568419894\/?helpref=uf_share\">catalog<\/a> could serve as an alternative interface to a program website or repository for materials. Hosting PDF versions of resources on a free or low-cost cloud drive (such as Google), you could list them in a searchable product catalog. It is possible to create <a href=\"https:\/\/faq.whatsapp.com\/2929318000711140\/?helpref=uf_share\">collections<\/a> within a catalog so resources can be grouped together by theme. The <a href=\"https:\/\/faq.whatsapp.com\/1184376605821468\/?helpref=uf_share\">Cart<\/a> feature could be adapted to allow users to go through an e-commerce process (or \u201csales funnel\u201d), where they would \u201cadd\u201d resources to a cart, proceed to checkout, provide an email address, and the contents of their cart would be sent to them to access at a later time\u2013 that feature could be especially beneficial for users who live in remote or low-bandwidth settings.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"vc_empty_space\"   style=\"height: 20px\"><span class=\"vc_empty_space_inner\"><\/span><\/div>\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h3><b>What is WhatsApp cloud-based API?<\/b><\/h3>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"vc_empty_space\"   style=\"height: 20px\"><span class=\"vc_empty_space_inner\"><\/span><\/div>\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p>For medium and large companies that receive a high volume of messages per day, WhatsApp Business introduced a <a href=\"https:\/\/business.whatsapp.com\/blog\/how-to-get-started-with-whatsapp-business-api\">cloud-based API<\/a> that can be used to manage customer messages at scale and automate tasks.<\/p>\n<p>Scale is the major appeal of this paid option, which can handle automated communications with thousands of contacts. Once they have secured a customer&#8217;s permission (via opt-in) to contact them, businesses can send them text-based, media-based, or interactive messages on WhatsApp.<\/p>\n<p>The API platform does not have a user interface for non-developers, which has cost implications and makes it more challenging to manage and interact with. Businesses have to build an interface themselves or contract with a developer to build one. The platform operates on conversation-based pricing. The first thousand conversations each month are free; after that, businesses are charged for each 24-hour conversation. Calculating expected costs can be challenging because conversation rates differ depending on the market (that is, the country) and currency. <i>Note that all WhatsApp Business accounts (both free and API versions) are tied to a valid mobile phone number, so businesses must pay for a monthly or annual mobile plan cost.<\/i><\/p>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"vc_empty_space\"   style=\"height: 20px\"><span class=\"vc_empty_space_inner\"><\/span><\/div><div class=\"vc_message_box vc_message_box-standard vc_message_box-rounded vc_color-turquoise vc_do_message\" ><div class=\"vc_message_box-icon\"><i class=\"fa fa-solid fa-circle-info\"><\/i><\/div><p>API stands for Application Programming Interface. In the context of APIs, the word Application refers to any software with a distinct function. Interface can be thought of as a contract of service between two applications.<\/p>\n<\/div><div class=\"vc_empty_space\"   style=\"height: 20px\"><span class=\"vc_empty_space_inner\"><\/span><\/div>\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h3><b>Using WhatsApp API for personalized learning and capacity strengthening<\/b><\/h3>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"vc_empty_space\"   style=\"height: 20px\"><span class=\"vc_empty_space_inner\"><\/span><\/div>\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p>Because the WhatsApp Business cloud-based API is set up as a customer support platform, it lends itself well to personalization and localization. There is tremendous potential to adapt its chatbot model for learning and capacity strengthening. For example, a closed-loop AI or decision-tree-based chatbot, which uses logic programming and a closed data set on which it bases its responses, can be trained to answer basic questions, suggest resources, and even recommend relevant programmatic approaches for an individual\u2019s specified challenge using pre-written responses. <i>Note that using a closed data set, selected and reviewed by trained technical staff, is vital to control quality of responses.<\/i><\/p>\n<p>Logic programming opens possibilities for localization and contextualization\u2014 as the chatbot identifies different dialogue paths based on the user\u2019s age, gender, preferred language, geographic location, job role or title, and topic of interest. We have seen firsthand how contextualization, an<a href=\"https:\/\/ccp.jhu.edu\/2024\/01\/30\/knowledge-success-anthem-award-public\/\"> award-winning component<\/a> of our marketing work, can result in greater user engagement and satisfaction rates. A chatbot-based capacity strengthening approach could supplement popular, more traditional approaches at scale, for a portion of the cost.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"vc_empty_space\"   style=\"height: 20px\"><span class=\"vc_empty_space_inner\"><\/span><\/div>\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h3><b>Moving from theory to application in an evolving product landscape<\/b><\/h3>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"vc_empty_space\"   style=\"height: 20px\"><span class=\"vc_empty_space_inner\"><\/span><\/div>\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p>For now, the ideas in this blog post are theoretical. In the future, WhatsApp Business may appeal to programs who want to communicate with users at scale, through a popular messaging app that creates a seamless experience in their daily lives. More than three billion people already use WhatsApp. Global health workers are not only primed to see WhatsApp as a successful platform for digital interventions from their own work, but many also use it for communicating in their personal lives and may therefore be more receptive to engaging with it in their professional capacities.<\/p>\n<p>It remains to be seen how the <a href=\"https:\/\/www.socialmediatoday.com\/news\/meta-ai-chatbot-facebook-instagram-whatsapp-messenger\/713662\/\">built-in AI within Meta products<\/a> may change knowledge exchange and information-seeking behaviors. WhatsApp (owned by Meta) recently debuted a feature that allows users to search the Internet directly through the messaging app. It is too soon to tell if WhatsApp users will embrace the ability to do so, making the app even more relevant to KM approaches as individuals begin to have both conversations and searches within one app interface, or if users will reject the integration as an unwelcome intrusion within a \u201cpersonal\u201d digital space. Stay tuned for future insights on how digital platforms, including WhatsApp, evolve their generative AI integration and what these evolutions mean for digital KM approaches.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>WhatsApp Business may help programs communicate with users at scale, through a popular app that creates a seamless knowledge management (KM) experience in their daily lives.<\/p>","protected":false},"author":6,"featured_media":7256,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"footnotes":""},"categories":[80,324],"tags":[104,396,397],"class_list":["post-7255","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-knowledge-management","category-knowledge-marketing","tag-digital-approaches","tag-social-media","tag-whatsapp"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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