V2I10P18

Impact of WhatsApp Business API on Business Communication and Customer Engagement: An Examination of Pinggo’s Implementation

Ramanuj Naman Ghanshyambhai^1*, Dr. Jyoti Mishra²

Abstract

The integration of messaging platforms into business operations has transformed customer interactions in the digital era. This research investigates the effects of the WhatsApp Business API on communication strategies and customer involvement, with a particular focus on its application through Pinggo, a platform developed by Site Galleria Pvt Ltd. A mixed-methods approach was employed, incorporating surveys from 40 respondents across various sectors. Results indicate substantial enhancements in response times, engagement levels, and conversion rates, attributed to features such as AI-powered automation and personalized messaging. Challenges, including regulatory delays and integration complexities, were also identified. The findings underscore the API’s potential for scalable business communication while highlighting areas for improvement. Implications for enterprises adopting similar technologies are discussed, with recommendations for future implementations.

Keywords:

WhatsApp Business API, customer engagement, business communication, AI automation, Pinggo, digital marketing