How to sell on WhatsApp: complete guide for your business

In Colombia, WhatsApp is where people ask, compare, and buy. If your business still only uses it to "answer when possible," you're leaving sales on the table. Selling on WhatsApp doesn't consist of sending messages to everyone: it consists of responding quickly, organizing conversations, and following up. This guide shows you how to do it step by step, with examples of messages and without breaking the platform's rules.

First: WhatsApp Business application or API

There are two official ways to use WhatsApp in a business, and confusing them is the most common mistake.

The WhatsApp Business application is free and installs on your cell phone like the normal one. It includes a company profile, catalog, labels, quick responses, and automatic welcome and absence messages. It's the best option for starting out and for businesses that handle few conversations.

The WhatsApp Business API is designed for companies with higher volume. It allows connecting multiple agents, an automatic assistant, and a CRM, and sending messages with approved templates. It requires a provider or technical integration and has costs per message. If you're interested, read our guide on WhatsApp Business API in Colombia.

This guide works for both cases. Start with the application and switch to the API when the volume demands it.

Step 1: get your profile ready to sell

Your profile is your showcase. In WhatsApp Business, complete:

• Business name and photo: your logo, in good quality.
• Short description: what you sell and for whom, in one or two sentences.
• Hours of attention: avoid frustrations and misunderstandings.
• Address and links: your website, Instagram, or location.
• Category: helps identify you.

A good description answers three things: what you do, where, and how people can buy from you. For example: "Custom bakery in Bogotá. Cakes and cupcakes for events. Orders with 3 days' notice".

Step 2: create a clear catalog

The catalog allows you to show products or services with a photo, name, price, and description within WhatsApp, so the customer doesn't have to ask you for "the list" every time.

• Use clear photos with a clean background.
• Always include the price. If it changes a lot, indicate "from".
• Organize by categories.
• If you sell services, create a "product" for each main service with a description of what it includes.

Step 3: automate repetitive tasks with what the application already offers

Before thinking about artificial intelligence assistants, take advantage of the basics:

• Welcome message: sent when someone writes to you for the first time. Example: "Hello! Thanks for writing to Business Name. What are you looking for? We'll respond in a few minutes".
• Absence message: sent outside of business hours. Example: "We're currently closed. We'll respond tomorrow from 8:00 a.m. If it's urgent, write URGENT".
• Quick responses: shortcuts for messages you repeat (prices, location, payment methods). You type "/", choose the response, and it's sent.
• Labels: mark each chat with a status, such as new customer, requested quote, payment pending, frequent customer.

With just the labels, you already have a basic sales funnel.

Step 4: follow a process in each conversation

Almost all sales on WhatsApp follow five moments. If you have them clear, you know what to say in each one.

1. Attract. The person writes to you because they saw an ad, your profile, a link, or a QR code.
2. Understand. Before offering, ask. "What's the deadline?", "How many people are there?", "Do you have a budget in mind?".
3. Propose. Send a clear option with price, what's included, and how to pay. Better a concrete proposal than an endless list.
4. Close. Facilitate payment and confirm details. Remove friction: a payment link or a clear account.
5. Care. Confirm delivery, ask for an opinion, and leave the door open for the next purchase.

Step 5: respond quickly

Speed weighs more than almost anything else. Whoever responds first usually keeps the customer, because the person is likely writing to several businesses at the same time.

Some ideas to achieve this:

• Define who responds and during what hours.
• Use quick responses for the most frequent topics.
• Review unanswered chats at the start and end of the day.
• If you can't attend immediately, send a short message: "I'll respond in 10 minutes with all the details".

Examples of messages that work

These models are a base, adapt them to your way of speaking.

First response: "Hello, Camila! I'd be happy to help. To recommend the best option, tell me: is it for personal or business use?".

Sending a quote: "Camila, I'm sharing the proposal: [product or service], includes [what's included], valued at [price]. It's valid until [date]. Would you like to proceed or would you prefer us to adjust something?".

Follow-up if they don't respond (after 2 or 3 days): "Hello, Camila, were you able to review the proposal? If you have any doubts, we'd be happy to resolve them. If you prefer to look at it later, that's okay too".

After the purchase: "Thanks for your purchase, Camila! Did everything arrive well? Your opinion helps us a lot. When you need something else, we're here".

How to get customers on WhatsApp without spamming

There are legitimate ways to get people to write to you, and others that can block your number.

Methods that work:

• Direct link: create a WhatsApp link with an initial message and put it in your Instagram bio, on your website, and on your invoices.
• QR code: in the store, on packaging, and on printed materials.
• Button on your website: a floating WhatsApp button.
• Ads that open WhatsApp: Meta allows campaigns whose button takes you directly to a chat. You can read more in our comparison of Google Ads and Meta Ads.
• Recommendations: ask your satisfied customers to refer you.

What you should avoid:

• Adding people to groups or lists without their permission.
• Sending mass messages to purchased databases.
• Using non-official programs for mass sending, which can cause permanent blocking of the number.

Additionally, in Colombia, you must have authorization from individuals to process their data (name, phone number) and tell them what you'll use it for. We explain it in our guide to Colombia's Law 1581 of 2012.

Broadcast lists: use them with criteria

The application's broadcast lists allow you to send the same message to several contacts, and each person receives it as an individual chat. They only reach those who have your number saved in their contacts. Use them for useful notices: a punctual promotion, a product that's back in stock, or a reminder. If you send too many messages, people will silence or block you, which harms your account quality.

What to measure

You don't need a complicated panel. Keep track of these four numbers each week:

• New conversations: how many people wrote to you.
• Average time of first response.
• Quotes sent and how many turned into sales.
• Sales closed on WhatsApp and their value.

If you use labels, you can count them by hand at the end of the week. When the volume grows, a CRM calculates them for you. If you want to understand what a CRM is and how to choose one, read our CRM guide for SMEs.

Common mistakes when selling on WhatsApp

• Responding late or partially. A response of "I'll tell you later" without a specific time usually cools down the sale.
• Sending long audios or huge blocks of text. Better short and clear messages.
• Not following up. Many sales are closed on the second or third contact, not the first.
• Mixing personal and business WhatsApp. Use an exclusive number for the company.
• Depending on a single cell phone. If it's damaged or lost, you lose everything. The application allows linking other devices, and the API allows multiple agents.
• Not including prices. Forces the customer to ask, and many don't.

When to switch from the application to something more

It's time to take the leap if any of the following happen:

• You receive more messages than one person can handle.
• You need multiple people to respond from the same number.
• You want an automatic assistant to respond to frequent questions and pass the cases that require it to a person.
• You need to connect chats with your CRM or order system.

In that case, it's worth reviewing the official API and evaluating an assistant. Our guide on how much a WhatsApp chatbot with AI costs gives you an idea of ranges and what it should include.

Frequently asked questions

Is it free to sell on WhatsApp? The WhatsApp Business application is free. The official API has costs per message and, normally, a provider that charges for their service.

Can I use the same number on the normal application and WhatsApp Business? Not at the same time on the same account. A number is used on one of the two applications. It's recommended to have a separate number for the business.

How many people can attend to the same number? The application allows linking some additional devices. If you need many agents, the API is the option.

Can I send messages to someone who hasn't written to me? With the application, only to those who have your number saved in their contacts, and with moderation. With the API, the messages that the company initiates must use approved templates and have the person's consent.

How do I avoid having my number blocked? Don't send mass messages to those who don't expect them, don't use non-official programs, and respect WhatsApp's policies. If many people block or report you, your account can be limited.

In summary

Selling on WhatsApp works when you combine three things: a clear profile and catalog, a simple conversation process (attract, understand, propose, close, care), and a habit of responding quickly and following up. Start with what's free, measure the basics, and automate when the volume justifies it.