Did you know that 59% of customer service agents are at risk of burnout? It’s also frustrating for a customer when they reach out with a billing question only to get met with a live chat agent specialising in general inquiries. Traditionally, this would mean juggling emails, phone calls, and different platforms to connect the customer with the right person.

WhatsApp Business for teams is a shared inbox setup that lets multiple agents collaborate on a single WhatsApp Business number, typically powered by the WhatsApp Business API and a Business Solution Provider like Cue. Because of WhatsApp, businesses have reduced email and phone engagements by up to 40% while growing overall customer engagement by up to 13%.

In this blog post, we provide a resource for teams by exploring how Business Solution Providers like Cue empower customer service teams to use WhatsApp Business for better customer support, reduced agent burnout, and ultimately, happier customers.

Why should your team use WhatsApp Business?

71% of customers believe that a quick response from a customer service team can make or break their customer experience.

With WhatsApp for teams, you can add multiple departments, automate repetitive customer questions, and provide real-time support, all within WhatsApp. Managing all customer communication from a single platform simplifies operations and enhances efficiency.

WhatsApp for teams empowers you to:

• Boost customer satisfaction: Solve customer issues fast, accurately, and with a personalised touch.

• Enable better collaboration: Shared inboxes, integrated tools, and seamless teamwork features allow your team to see the entire conversation history, assign roles, and coordinate efficiently, ensuring everyone is on the same page.

• Drive sales & engagement: Take action with targeted messages, answer product-related queries, and guide customers through the buying journey.

• Save time with automation: Streamline workflows and reduce response times by using messaging templates, automation, and multi-user management features.

How do you set up WhatsApp Business for teams?

WhatsApp makes it easy for teams of all sizes to cater to their customers through the WhatsApp Business mobile app and the WhatsApp Business API — both offering their own features. Teams can integrate WhatsApp into their existing workflows for better collaboration and streamlined communication.

To integrate WhatsApp with other business tools and enable advanced features, businesses often need to partner with a Business Solution Provider (BSP).

After creating your WhatsApp Business profile, you can import your existing contact list to streamline communication.

WhatsApp Business mobile app

This is a free option designed for small businesses and smaller teams. The WhatsApp Business mobile app is ideal for small businesses with straightforward customer communication needs. You can connect one phone number to the app and manage basic business functions like greetings, away messages, and labels.

The mobile app doesn’t allow you to add multiple team members, but you can log in on up to 4 devices. Small teams with basic customer support needs can start with the WhatsApp Business mobile app. Linking your account is as simple as following a few steps:

• Start your WhatsApp Business app.

• Tap the “more options” icon (the three vertical dots).

• Select “linked devices”.

• Choose the “link a device” option.

• Scan the provided QR code, and you’re good to go.

As part of setting up your WhatsApp Business profile, make sure to add a professional profile picture. A clear and recognisable profile picture helps establish your business identity and builds trust with your customers.

While the WhatsApp Business App is best suited for small businesses with simple customer interactions, larger enterprises with more complex needs should consider using the WhatsApp Business API.

WhatsApp Business API

The WhatsApp Business API, also known as the WhatsApp Business Platform, is a more advanced, feature-packed solution ideal for larger teams. It is especially suitable for medium to large businesses that require advanced messaging capabilities, such as bulk messaging, notifications, and seamless integration with platforms like Teams. The API enables businesses to integrate WhatsApp with other platforms and send messages programmatically, streamlining business communication and workflows.

The WhatsApp API enables programmatic messaging, automation, and large-scale customer engagement, making it a comprehensive solution for organisations with high-volume communication needs.

Setting up and managing the WhatsApp API requires more technical expertise compared to the mobile app, as it involves integration with business communication tools and CRMs. This is why using a Business Solution Provider is advisable as the provider will support the onboarding process. The API also supports advanced automation tools like chatbots and auto-replies to handle repetitive tasks.

Additionally, the verification process for business accounts on the WhatsApp Business Platform provides an extra layer of security and credibility, ensuring the integrity of your communications.

Big teams that handle larger amounts of queries should opt for the WhatsApp Business API. The API allows unlimited users to access the platform, ensuring seamless collaboration among team members. You can also assign roles and permissions to team members using the WhatsApp Business API, enhancing security and preventing unauthorised access. Adding users to your WhatsApp Business account with Cue is a simple process:

• Log in to your Cue workspace and click on the settings icon at the bottom left of the screen.

• Click on the purple “create a user” button at the top right of the screen and fill in the user details.

• Assign a role to the user. The Cue workspace has four roles for you to choose from. These include:

• Agent: Users can access the Inbox to live chat with customers.

• Broadcast manager: Users can create and send broadcasts from the workspace.

• Flow manager: Users can create and manage flows for the workspace.

• Workspace owner: Users have full access to all areas of the workspace.

• Submit the form and add your user by clicking on “create”.

The WhatsApp Business App vs the WhatsApp Business API on Platform

Still unsure which option fits your business? Here’s a side-by-side comparison of the WhatsApp Business App and the Cue WhatsApp Business Platform so you can quickly see which one matches your team’s needs.

How teams can use the WhatsApp Business API

Before teams can fully utilise the WhatsApp Business API for collaboration, they need to set up and configure a WhatsApp Business Profile, including account registration, verification, and integration steps.

The WhatsApp Business API allows teams to manage all customer communication from a single platform, streamlining workflows and improving efficiency. Additionally, creating messaging templates in WhatsApp Business can save time and help teams respond to customer inquiries more quickly. Most Solution Providers like Cue have ready-made Meta approved WhatsApp templates available.

Let’s explore the different ways you can use WhatsApp for teams to supercharge your customer support.

1. Centralised communication hub

Whether it’s a technical support ticket, a sales ticket or a general customer support ticket, the Cue platform stores everything in one central location for teams to access. This means agents don’t need to manage multiple customers on multiple platforms.

Teams can also integrate WhatsApp with CRM systems using the WhatsApp Business API to unify customer data and streamline workflows, making Cue a powerful centralised communication hub.

Cue allows you to create dedicated views for different teams in your organisation. These teams can be grouped by department, client inquiries, or specifically to manage communication with clients, ensuring seamless engagement and support. You can then create flows to assign tickets to the relevant team automatically.

In the Cue platform, teams have access to the following sections:

• My tickets: This view shows tickets assigned to you.

• All tickets: All open tickets.

• Unassigned tickets: This view shows tickets that haven’t been assigned to any team member yet.

Teams management for insurance: An insurance company can use Cue to set up multiple teams to handle claims processing, general inquiries, quotes and policies. Then, create flows using chatbots to redirect users to the appropriate team.

2. Collaborative problem solving

When a customer has a complex inquiry that requires assistance from both sales and technical support teams, shared inboxes eliminate the need for handoffs or never-ending email chains. The Cue platform offers a single interface where team members can collaborate, share context, and resolve customer issues efficiently.

Agents can easily collaborate within the Cue platform, share context, and brainstorm solutions in real-time — all while the customer remains connected to the conversation. This creates a sense of teamwork and ensures the customer receives the best possible support.

WhatsApp collaboration for retailers: Retailers can collaborate when a customer has just made a purchase but realises they might have made a mistake with their shipping address. The sales and support teams can easily see the history of the conversation and respond accordingly.

3. Give your team a breather with WhatsApp auto-replies

With WhatsApp auto-replies, you can send instant responses to customers acknowledging that you’ve received their messages and letting them know when to expect a response. Auto-replies are triggered as soon as you receive messages from customers, ensuring prompt acknowledgement.

You can configure auto-replies to provide information to customers outside of regular business hours, ensuring timely responses even when your team is unavailable. The system can be configured to receive WhatsApp messages from customers, enabling efficient team collaboration and response.

Auto-replies buy your team time and give them a moment to gather context on the situation before responding. You can also use them to provide helpful resources like FAQs or tutorials, empowering customers to find answers on their own while your team attends to other queries.

Drive loyalty with auto-replies: A car dealership can set up an auto-reply thanking customers for contacting them and informing them that a representative will be in touch within a specific timeframe. They can also include a link to their FAQ page for answers to commonly asked questions.

4. WhatsApp chatbots for better team performance

While WhatsApp chatbots aren’t necessarily a teams feature, they can be super useful additions to your WhatsApp Business strategy.

WhatsApp chatbots are workflows that can handle repetitive tasks like answering FAQs, scheduling appointments, sending appointment reminders, or providing order details. Chatbots can automate appointment reminders to help reduce no-shows and improve customer engagement.

WhatsApp Business also enables proactive engagement by sending automated messages such as appointment reminders and shipping updates. This frees up human agents to focus on more complex customer interactions and personalised support. Additionally, analytics and chatbot data can help teams identify areas where customer service or workflow improvements are needed.

Help customers faster: An e-commerce business can use WhatsApp chatbots to send order confirmations, shipping updates, and delivery notifications. This keeps customers informed and reduces the need for them to reach out for status updates. It’s important to still give your customers the option to speak to an agent.

5. Convenient ticket notes

Teams can use ticket notes to include information and provide context and guidance for the next agent who picks up the conversation. By using ticket notes, teams can save time by streamlining handovers between team members. These notes can include summaries of troubleshooting steps taken, key points discussed with the customer, or the next steps required for resolution.

Ticket resolution for e-commerce: When a customer support agent is in the middle of processing a customer’s refund request, they can leave detailed notes outlining the steps taken and any relevant information for the next available finance agent. This eliminates the need for the finance agent to review the entire conversation history, saving them time and ensuring a smooth handover of the refund process.

Bonus tip: Turn website visitors into customers with web chat

When customers browse your website and have questions, the Cue web chat lets them easily start a conversation directly from your website, and they can continue chatting on WhatsApp.

WhatsApp Web can also be used to manage chats across multiple devices, supporting team collaboration and efficient customer communication.

Your team can then get messages routed to them when customers start live chats.

Secure more bookings with a web widget: A hospitality provider can integrate the Cue web widget on their website, allowing guests to chat with staff about booking inquiries, request room service, or ask questions about hotel amenities, all without leaving the website.

How do you manage multiple users on WhatsApp Business?

For a step-by-step walkthrough of putting your team on one WhatsApp number, including the routing and assignment side, see our full setup guide.

For large businesses and teams, managing multiple users in WhatsApp Business is crucial for effective collaboration and customer support. The WhatsApp Business App allows you to link up to four devices to a single business account, enabling a small team to access and respond to customer messages. However, this setup has limitations, such as the lack of user-specific permissions and limited scalability.

For organisations that require more advanced user management, the WhatsApp Business API is the ideal solution. With the API, you can create a centralised communication hub, assign roles and permissions to team members, and automate message routing to ensure that customer inquiries reach the right person. Third-party platforms can further enhance this setup by providing user management tools, analytics, and integration with other business systems.

To manage multiple users effectively, start by setting up your WhatsApp Business account and creating a detailed business profile. Assign roles based on your team’s structure — such as agents, managers, or administrators — and use the API or third-party platforms to control access and monitor activity. This approach enables better collaboration, faster response times, and a more organised workflow, ensuring that your business delivers consistent, high-quality customer communication.