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Salesforce has just announced an exciting new feature in their Spring ’24 Release Notes that will revolutionize the way businesses interact with customers on WhatsApp. With Unified Messaging, companies can now provide both service and marketing interactions within a single channel, creating a seamless experience for customers and providing valuable context for agents.
What is Unified Messaging for WhatsApp?
In the past, businesses needed to maintain separate WhatsApp Business accounts for marketing and service purposes in Salesforce. This meant having one account linked to a Marketing Cloud Engagement channel and another connected to a Service Cloud Digital Engagement WhatsApp channel. Unified Messaging eliminates this need by allowing both types of interactions to occur within a single channel.
Source: Salesforce
How Does Unified Messaging Work?
Unified Messaging leverages the power of Data Cloud to drive every interaction. The structure of a conversation is determined by both Omni-Channel for service-related interactions and Journey Builder for marketing-related interactions. When a customer sends a message, Omni-Channel routes it to a bot or service agent if it is service-related, while Journey Builder handles marketing-related interactions.
Businesses can customize keywords and responses associated with each use case and decide whether incoming messages should be treated as service or marketing interactions by default. This level of customization ensures that customers receive the appropriate response based on their needs.
Also Read – Salesforce Introduces Field Service Suite
Availability and Requirements
Unified Messaging for WhatsApp will be available for purchase starting on March 31, 2024, for Enterprise and Unlimited Editions with the Marketing Cloud Engagement and Service Cloud Digital Engagement add-on licenses.
It’s important to note that currently, it is not possible to upgrade an existing Service Cloud Messaging channel or Marketing Cloud Engagement channel to a Unified Messaging channel. When setting up a Unified Messaging WhatsApp channel, businesses must use a new WhatsApp Business account and number.
Beyond WhatsApp
While the focus of this release is on WhatsApp, Unified Messaging is also available for email and SMS channels, though only for marketing interactions at this time.
For more information, Read Official Salesforce Spring ’24 Release Notes – Unified Messaging for WhatsApp
Conclusion
Salesforce’s Unified Messaging for WhatsApp is a revolutionary feature that promises to transform the way businesses interact with their customers. By seamlessly integrating service and marketing interactions within a single channel, companies can provide unparalleled continuity and context, leading to enhanced customer satisfaction and loyalty.
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