Salesforce partners with Meta to integrate with WhatsApp business

Meta founder and CEO Mark Zuckerberg has announced a partnership with software company Salesforce. According to Salesforce, WhatsApp-first business messaging would bring the companies’ capability to deliver convenient, integrated, and personalised experiences between people and businesses, worldwide.

Under the partnership, companies on the Salesforce platform can use WhatsApp business messages to answer customer questions, run marketing campaigns and sell directly in chat. The company will offer businesses on WhatsApp for free and secure cloud hosting services provided by Meta.

WhatsApp will now integrate with Salesforce Customer 360 to allow organizations to connect with their customers and streamline communication through the WhatsApp Business Platform API. The cloud-based service offers an enriched end-to-end experience that facilitates easy and scalable business processes.

Matthew Idema, VP of Business Messaging at Meta said, “By partnering with Salesforce, the world’s largest CRM platform, many more businesses will be able to use WhatsApp to connect with their customers seamlessly. This is just the beginning. We’ll continue to build tools that will help more businesses provide support to their customers, showcase and discuss products, and more.”

Michael Affronti, General Manager of Messaging at Salesforce, said, “Our customers are engaging audiences in the US and globally, which requires them to constantly find ways to improve the customer experience by connecting every customer touchpoint into a source of truth to create truly personalized experiences, at scale. WhatsApp-first business messaging enables every Salesforce customer to provide personal and conversational experiences that increase sales, improve customer service, and engage customers wherever they are.”