WhatsApp as a Superapp: Chatbots, Business API and the challenges ahead

Hari Arjun () and Abdulla Mohammed Shahid ()
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Hari Arjun: Wudi Datatech Private Limited
Abdulla Mohammed Shahid: Indian Institute of Management Kozhikode

No 583, Working papers from Indian Institute of Management Kozhikode

Abstract: This paper explores the transformation of WhatsApp into a 'superapp' through its Business API. Acknowledging the increasing preference of Millennials and Gen Z for chatbot interactions over traditional phone calls, it investigates the potential of WhatsApp to serve as a chatbot aggregator. The effectiveness of WhatsApp's transition is analysed in light of three key determinants: businesses' willingness to pay for messaging services, the adaptability of the chat interface to diverse business interactions, and WhatsApp's capacity to verify businesses for a secure, spam-free user experience. We discuss the probable exploitation of Robotic Process Automation (RPA) tools by businesses to evade the paid API system, thereby questioning the motives behind WhatsApp's transition strategy. The paper also addresses potential spam and scam issues emanating from the app's expansion and the subsequent challenges in detecting and managing RPA misuse. As WA expands its services, it faces an increased risk of spam and scams, while maintaining competition against rapidly growing chat services like ChatGPT. Lastly, the paper explores potential use-cases that could make WA a more compelling platform for businesses, considering AI's integration with WA's API and the future trajectories of AI in revolutionising messaging apps.

Keywords: WhatsApp; Chatbots; Robotic Process Automation (RPA); Business API (search for similar items in EconPapers)
Pages: 19 pages
Date: 2023-06
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