How to utilise WhatsApp Business
The WhatsApp Business Platform is opening up “major opportunities” for both workshops and motor factors, according to the founder of Stitch AI, a Meta tech provider that aims to help the trade use the WhatsApp Business Platform to improve customer communication.
Paul Gandar is the person behind Stitch AI, and he believes that in workshops around the country, phone calls are being ignored, and e-mails are going unread. He argues that the ‘modern technician’ wants answers fast, on-the-go, and on a platform that fits into their working day – for the vast majority, he says, that is WhatsApp.
And while many factors are using WhatsApp to message customers – maybe you are one of them? – Paul believes that most of them are using it incorrectly, namely personal phones or the free WhatsApp app, and that’s a real problem.
Paul said: “The current setup is broken. Staff are messaging customers from personal mobiles or shared work phones, but those chats are isolated, untracked and completely outside the business’s control. It’s not compliant, it’s not professional, and it’s not scalable.”
Isn’t built for business.
Although WhatsApp is widely used, Paul argues the free app – including the downloadable WhatsApp Business version – isn’t designed for team use. He said it is limited to one user on one device, with no way to link up with CRMs, no order tracking, no reporting and no way for multiple staff members to view or manage conversations together. Paul compares the free version of WhatsApp to like running “customer service out of someone’s back pocket: risky, inefficient and nearimpossible to scale”.
What’s the solution?
Paul revealed that the WhatsApp Business Platform is specifically designed for professionals. Available via API, it enables companies to use WhatsApp in a centralised, secure way that fully complies with GDPR and integrates with internal processes.
Paul continued: “This is a huge opportunity for motor factors to finally modernise how they engage with workshops. No more missed calls, no more chasing quotes by email — technicians just want to fire off a quick message and get a fast, helpful response. WhatsApp, done properly, makes that possible.”
“Workshops are already using WhatsApp”
Paul is confident that workshops and technicians are already using the platform during their working day – messaging customers about repairs or sharing images of issues – and while some “progressive factors” have started to make the shift, there are plenty that haven’t.
He added: “By adopting the WhatsApp Business Platform, motor factors are giving their teams modern tools to improve service, reduce order turnaround times, and respond faster — all while staying fully compliant and keeping communications visible across the business.”
How to get started
Because the WhatsApp Business Platform is API-only, it can’t be downloaded as an app. Businesses either need to build their own custom tools to connect to it — or work with an official Meta tech provider that can implement it.
Companies, like Stitch AI, are helping businesses do just that — getting teams up and running quickly with shared inboxes, automation and integration with back office systems. Paul concluded: “This isn’t just a messaging upgrade! It’s a way for parts suppliers to finally fix the communication gap with workshops. It saves time, cuts admin and delivers the kind of responsive, joined-up service workshops want.”
