WhatsApp continues to evolve from a simple messaging app into one of the most strategic business communication tools worldwide. In Indonesia, where over 90% of smartphone users rely on the app, new features like WhatsApp Carousel present golden opportunities for businesses looking to boost engagement and conversion through dynamic and visual formats.

The WhatsApp carousel allows businesses to showcase multiple images or visual elements within a single message—a feature similar to the carousel format on Instagram or Facebook. However, with a more personal and direct experience through chat, the WhatsApp carousel opens new possibilities for product promotions, interactive catalogs, and more engaging shopping experiences.

WhatsApp Carousel: A Visual Feature That Increases Customer Engagement

The WhatsApp carousel is an interactive message format consisting of multiple horizontal cards. Each card can contain an image, title, brief description, and a call-to-action (CTA) button such as “Buy Now,” “View Details,” or “Contact Us.”

This feature is available exclusively through the WhatsApp Business API, meaning it’s accessible only to businesses officially registered through WhatsApp partners like Twilio, 360dialog, Zoko, and others. The purpose of the WhatsApp carousel is to provide a richer, more visual, and structured interaction—directly inside the WhatsApp conversation.

Examples of WhatsApp Carousel Use Cases:

• Fashion product catalog with images, prices, and “Buy” buttons
  
• Service packages (e.g., Basic, Premium, Enterprise) with detailed features
  
• Seasonal promotions like “Ramadan Sale” or “Year-End Discounts”
  
• Service portfolio gallery (e.g., interior design, wedding planners, etc.)
  

Benefits of Using WhatsApp Carousel in Business

1. More Attractive Visuals

Humans respond faster to visuals than text. WhatsApp carousel takes advantage of imagery to catch attention and simplify product or service understanding.

2. Direct Interaction and Faster Conversion

Unlike social media ads that redirect to external sites, WhatsApp carousels allow users to take action directly within the chat—such as clicking buy buttons, ordering products, or contacting support.

3. Personalized Shopping Experience

Carousels can be tailored to display content based on user preferences, chat history, location, or prior interest.

4. Efficient Multi-Product Promotion

Instead of sending separate messages for each item, you can showcase all featured products in a single carousel. This is more concise and professional.

5. Brand and Design Consistency

Since each carousel card can be custom-designed, brands can maintain visual identity, tone, and messaging style throughout the customer journey.

How to Enable and Use WhatsApp Carousel

1. Register and Activate WhatsApp Business API

The carousel feature is available only through the API, not the regular WhatsApp Business app. You must partner with an official provider such as:

• Kommo
  
• 360dialog
  
• Twilio
  
• WATI
  
• Zoko
  
• Gupshup
  

2. Use a Platform That Supports Carousel

Platforms like Zoko or SleekFlow offer user-friendly interfaces to build and manage carousels without complex coding.

3. Design Carousel Content

Each carousel card should include:

• Image (recommended size: 800 x 800 px)
  
• Title (max 20–30 characters)
  
• Short description (max 60 characters)
  
• Action button like “View Details,” “Order Now,” or a product link
  

4. Test and Send Messages

Always test the appearance before sending. Ensure there are no broken images, malfunctioning buttons, or confusing layouts.

5. Analyze and Optimize

Monitor metrics like button clicks, most-viewed cards, and most popular products to improve future campaigns.

Case Study: Online Cake Shop Boosts Sales with WhatsApp Carousel

A home-based cake shop in Bandung used WhatsApp carousel to showcase its holiday cake collection. Products were divided into three categories: “Best Sellers,” “This Week’s Promotions,” and “Custom Cakes.”

Each category had its own carousel. Customers could view images, select their favorite cakes, and click “Order Now” for immediate confirmation.

Results:

• 70% reduction in admin response time
  
• 45% increase in sales compared to previous campaigns without carousel
  
• Customers appreciated the organized layout and ease of product selection
  

Challenges and Considerations

1. Limited Access

Since the feature is only available via API, small businesses that haven’t partnered with official providers can’t use it—though low-code solutions are becoming more accessible.

2. Need for High-Quality Visual Content

Carousels require well-designed, high-resolution images. Poor-quality visuals can reduce customer trust.

3. Overuse Risks

While effective, carousels should be used wisely. Excessive use can annoy users or be perceived as spam.

WhatsApp Carousel vs. Traditional Broadcast

Feature	WhatsApp Carousel	Traditional Broadcast
Visual Elements	Images + text + buttons	Plain text and media
Interactivity	High (swipe, click, respond)	Low
Direct Conversion	Purchase/order within the chat	Requires user to type or navigate
User Experience	Dynamic and professional	Basic
Best For	Catalogs, promotions, service information	Announcements, reminders, general messages

The Future of WhatsApp Carousel in Indonesia

As more businesses in Indonesia adopt the WhatsApp Business API, visual features like carousels are expected to become mainstream. Carousels will likely become a new standard for digital campaigns due to their ability to:

• Deliver a superior user experience
  
• Increase interaction through conversational marketing
  
• Combine visual storytelling with instant response—all within WhatsApp
  

In the near future, we may see carousels integrated with AI chatbots, automated payment systems, and even augmented reality (AR) product previews directly within WhatsApp.

Conclusion

WhatsApp Carousel is a powerful innovation in digital communication that merges visuals, interactivity, and convenience into a single experience. For businesses looking to stand out and provide more engaging experiences, the carousel is a smart solution.

With thoughtful content planning, attractive visuals, and a clear communication flow, carousels can boost engagement, speed up the sales process, and reinforce your brand’s professionalism.

Now is the time to move beyond long, text-heavy formats—and let visuals speak for your brand directly through WhatsApp.