Two smartphones displaying WhatsApp Flows between customer and CS Mutual. The first smartphone displays the chat and the second smartphone shows the insurance coverage options. Next to the phones is a list of WhatsApp Flows options. Develop workflows, personalize user interactions, book appointments, generate leads, run promotions, conduct surveys, offer customer support, receive feedback, and send quotes.


November 8, 2023

WhatsApp Flows 101: An Introduction

WhatsApp Flows is a feature of the WhatsApp Business Platform designed to enrich user interactions, enabling you to develop and deploy native, task-centric workflows on WhatsApp quickly. It’s a pathway toward better task completion, fewer drop-offs, and improved business-user engagements.

A feature of the WhatsApp Business Platform designed to enrich user interactions, WhatsApp Flows enables businesses to deliver interactive experiences within a chat, transforming lengthy conversations into fast, simple interactions. You can create straightforward input forms, design multi-screen workflows, and establish data exchange endpoints for more complex interactions, all aimed at enhancing the engagement between businesses and users.

Through the upcoming sections, we’ll dive into the core technical aspects of WhatsApp Flows and explore how it helps you create interactive user experiences.

Getting to Know WhatsApp Flows

WhatsApp Flows is a gateway to interactive user experiences within the familiar realm of WhatsApp’s chat interface. It’s a canvas where you can build, manage, and deliver tailored Flows, carving out a personalized user interaction pathway.

Whether your goal is straightforward data collection or a complex, conditional logic-based interaction, WhatsApp Flows is ready to support you with versatile tools adaptable to varying levels of complexity and customization.

Let’s review the different technologies used to build WhatsApp Flows and how they help you seamlessly create and manage interactive, user-centric experiences within WhatsApp.

Creating Flows in Message Template Creation

The Message Templates creation Flow is the simplest way to get started with Flows. Accessible from WhatsApp Manager, this Flow provides a user-friendly, drag-and-drop tool for creating a Flow alongside a Message Template.

Incorporating Flows from Message Templates minimizes the learning curve for creating Flows. Additionally, no Flows JSON coding is required, making it accessible to a broader range of users.

Flows Builder

To create more complex flows outside of the Message Template creation process, developers can access the Flows Builder UI within WhatsApp Manager. From here, they can create new Flows and manage existing ones. There is an integrated code editor with features like syntax highlighting and code formatting for Flows JSON.

If you’re a developer looking to create a more complex Flow with conditional logic or branching journeys, this is the tool for you.

Flows JSON

Flows JSON is the blueprint of your Flow, defining its structure, logic, and UI elements. Whether you’re designing a multi-step form or a survey, Flows JSON carries all the necessary definitions. You define everything here, from static text fields to interactive buttons. Flows JSON tells WhatsApp how to render each screen, manage transitions, and handle user inputs.

Flows API

The Flows API simplifies the programmatic management of Flows, making it easier to handle many Flows or integrate Flow creation into your existing development pipeline. The Flows API is your gateway to deploying, updating, or deleting Flows at scale without navigating the Flows Builder UI.

Connecting WhatsApp Flows to Your Endpoint

WhatsApp Flows can operate independently, but you can also connect them to an endpoint for more dynamic interactions. This connection enables real-time data exchange, making it ideal for scenarios like appointment bookings and authentication processes. On top of this, you can incorporate conditional logic within and between screens, providing users with a personalized experience as they step through a Flow.


Webhooks are available for tracking and optimizing WhatsApp Flows. By subscribing to webhooks, you can monitor key Flow metrics, such as changes in Flow status, error rates, and endpoint performance. You can use this feedback to address any issues and proactively create smoother experiences for end users.

Making Use of WhatsApp Flows

In the realm of digital communication, efficiency and user engagement are paramount. WhatsApp Flows addresses clunky back-and-forth processes that hinder efficiency by introducing a structured way to collect information through various form inputs — think drop-down menus, radio buttons, and text fields.

By reducing the inefficiencies of lengthy, back-and-forth text interactions and links and replacing them with structured, interactive Flows, you can offer a better, more engaging user experience. Plus, all of this comes with the familiar, widely used interface of WhatsApp, making user adoption simple and straightforward.

WhatsApp Flows in Action

Let’s explore a few example use cases for WhatsApp Flows.

Booking and Scheduling Appointments

Booking appointments requires real-time availability checks and confirmations, so you start by connecting the Flow to an endpoint. This way, the system can provide live updates on available time slots. The back-end logic managing appointment slots could be handled by a custom app, with the Flows API and webhooks ensuring smooth data exchange and notifications.

Three smartphones showing how to book and schedule using WhatsApp Flow. The first phone shows a customer messaging Little Lemon to book a table. The second phone shows the information needed to book a table. The third phone shows the appointment summary.

Generating Leads

For effective handling of lead generation, you can use a self-contained Flow. This use case doesn’t require real-time interaction but collects user information through a predetermined sequence of prompts. The simplicity of this setup allows for quick deployment and ease of use, facilitating effective lead collection.

Three smartphones showing how to generate leads through WhatsApp Flows. The first phone shows a WhatsApp chat thread with LaLueur offering a customer 10% off exclusive deals. The second phone shows the customer's information to join LaLueur rewards. The third phone shows phone and email options as contact preferences.

Conducting Surveys

Like lead generation, conducting surveys is a straightforward use case for a self-contained Flow. You can design the survey and various input methods to collect responses and simplify data collection.

Three smartphones showing how to conduct surveys with WhatsApp Flows. The first phone shows a "contact us" screen to submit an issue. The second phone shows a WhatsApp chat between Club Soda and their customer. The customer submitted a contact us form since their item was missing some items. The third phone shows a feedback form for the customer to leave a review.

Unlocking Potential with WhatsApp Flows

WhatsApp Flows bridges the gap between static text exchanges and interactive experiences. By leveraging the secure data channel to connect to endpoints, it allows for real-time data exchange, enhancing the flow of information between businesses and users.

Think of WhatsApp Flows as a canvas for designing, building, and customizing user journeys — a way of providing complete end-to-end experiences.

Now that you have a solid understanding of what WhatsApp Flows offers, it’s your turn to explore, experiment, and see what innovative solutions you can create with WhatsApp Flows.

Take the next step and Get Started Now.

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