WhatsApp Yellow Pages: How to Use the Messenger’s Business Directory
Taking a closer look at the new feature of the popular messaging app.
Сontacting a business on WhatsApp usually requires knowing its phone number and adding it to your contacts — but not anymore with WhatsApp Yellow Pages. A feature that is currently being gradually rolled out across several regions allows users to search for brands by category, name, or location and start a conversation via the listing’s Chat button on WhatsApp.
WhatsApp Business Directory dramatically shortens the path from discovery to chat, which is a major win for local businesses looking to convert high-intent customers on the messaging app that boasts over 3 billion users worldwide. In this guide, we’ll explore how this feature works, what benefits it provides for brands in various industries and how they can use it effectively.
Table of contents:
What is WhatsApp Yellow Pages
WhatsApp Business Directory is an in-app directory where verified business accounts appear by category and location. Profiles show logos, descriptions, hours, maps, and product catalogs, and include a one-tap Chat button to start conversations instantly. The feature launched in select markets and is rolling out gradually.
How WhatsApp Yellow Pages works
For users, there is no need to know a company's phone number. They can just browse local businesses in a certain category or find them by name. The directory organizes businesses into popular categories: restaurants, retail, services, and healthcare. Additionally, it provides location-based filtering that prioritizes proximity.
When users search for "café" or "computer repair," they see comprehensive business profiles featuring logos, descriptions, addresses with map integration, hours, website links, and product catalogs. Each listing includes a "Chat" button that instantly opens a conversation. The feature enables a seamless transition from search intent to business interaction within a single app.
| Standard WhatsApp Business Profile | WhatsApp Directory Listing | |
|---|---|---|
| Discovery method | Customers must already know a phone number or have a direct link to initiate contact | Customers can discover brands through keyword searches, category browsing, or location-based results |
| Customer intent | Typically requires proactive outreach or existing awareness of your business | Captures customers while they`re actively searching for products or services |
| Trust & credibility | Credibility depends on how the customer obtained contact information (referral, website, ads, etc.) | Directory enhances legitimacy — businesses appear verified and official |
| Potential reach | Limited to brand’s existing network and marketing channels | Visibility to all WhatsApp users searching for businesses in a category or location |
| Customer journey length | Requires multiple touchpoints before initiating conversation | Direct path from search to conversation within the same app |
WhatsApp Yellow Pages benefits for business
For brands, the business directory feature in WhatsApp can be a strategic channel to connect with customers in a direct and effective way. Here are its key benefits explained.
Direct access to high-intent customers
A user searching for "shoe repair near me" in the WhatsApp directory isn't just browsing; they have a clear need and are close to making a purchase. This feature connects you with a "hot" audience that is actively looking for your services, right at the moment of intent.
Lower competition
WhatsApp directory is a new, low-competition frontier, especially compared to crowded landscapes of Google search, social media, and paid ads. Being an early adopter gives you a significant advantage and helps you stand out.
Simpler customer journey
WhatsApp Yellow Pages can significantly shorten customers’ path from discovery to conversion. With fewer clicks and less friction, they can find your business and start a WhatsApp chat in seconds. A smoother customer journey directly translates to higher conversion rates.
Higher credibility and trust
Having an official, searchable business profile within WhatsApp is a benefit in itself since customers perceive businesses listed in the directory as more legitimate and trustworthy, which can be a deciding factor when choosing from several highly similar options.
WhatsApp has already proven itself as a dominant force in customer communication, boasting a nearly 98% message open rate (vs email's 21%). Given that over 50 million companies already rely on it, a location-based search directory creates a hyper-targeted channel for the most motivated buyers. For local businesses, this is a game-changing opportunity to gain unparalleled visibility and turn high-intent searches directly into sales.
How users find a company in the WhatsApp Business Directory
From the customer's perspective, discovering businesses via Yellow Pages on WhatsApp is pretty straightforward.
1. Open WhatsApp and tap the new chat button.
2. Select "Businesses nearby".
3. Choose between sharing location for proximity results or selecting a neighborhood manually.
4. Browse categories or search directly.
5. View business cards showing availability, distance, and key details.
6. Tap to start a chat.
WhatsApp doesn't share user locations with businesses, while users can refine searches by subcategory, making it easy to find exactly what they're looking for.
Best practices for WhatsApp Business Directory
Having a business listing on WhatsApp isn't enough to attract more customers.
Fill out every detail
Ensure that the company's business profile is complete.
- Business name: use the company's legal name or widely known brand name.
- Description: write 150–200 words that clearly describe products and services and include 1–2 target phrases (for example, “24/7 locksmith,” “local Italian restaurant”).
- Location & map pin: an accurate address and map pin are critical to appear in “near me” searches.
- Hours & schedule: include holiday and temporary hours.
- Catalog: add 5–10 bestsellers with clean photos, short descriptions, and clear pricing.
Keep information updated
Maintaining current information is essential for credibility. Review and update your profile at least monthly to refresh promotions or new services. Use features like WhatsApp status to announce special offers. Additionally, don't forget to monitor any reviews or ratings, as they significantly influence customer decisions.
Leverage content and engagement tools
Optimize your presence for local search, researching keywords your customers might use (like “24/7 restaurant”) and choosing the right business categories and tags to ensure you're easily discoverable. Then move beyond simple engagement by leveraging WhatsApp’s commerce features. Curate a detailed product catalog with high-quality photos, clear pricing, and compelling descriptions, turning your profile into a pocket-sized storefront. Encourage direct purchases by integrating “Message to Order” or “Shop Now” buttons on your website and social pages.
Respond promptly
To effectively manage customer interactions on messaging apps, it is critical to meet the user expectation of a reply within 30 to 60 minutes. Streamline this process by creating quick reply templates for frequently asked questions and setting up auto-replies for after-hours inquiries to acknowledge that their message is received.
Umnico omnichannel communication platform supports 25+ popular social media and messaging platforms, and provides WhatsApp CRM capabilities. This enables businesses to chat with customers via their CRM system’s interface, reach out to customers first on WhatsApp, automate inquiry processing with a chatbot builder and custom triggers, as well as analyze every team member’s performance.
How different businesses can make the most of the WhatsApp Yellow Pages
Here’s how to use WhatsApp Business Directory effectively across key business segments.
Local services: restaurants, beauty salons, repair shops
For neighborhood businesses, WhatsApp Business Directory serves as a digital bridge to customers actively seeking nearby services. Optimizing for "near me" searches can significantly impact foot traffic, while compelling offers like "Enjoy 20% off your first WhatsApp booking" prompts customer engagement. Place QR codes at entrances and checkout counters to transform physical touchpoints into digital connections.
Retail and e-commerce
WhatsApp listing is a great way to guide customers from discovery to purchase. High-quality imagery paired with concise descriptions and transparent pricing builds buyer confidence. Implement thoughtful cart abandonment follow-ups and integrate WhatsApp with your CRM to process all customer chats within a familiar system. Feature bestsellers and seasonal items prominently — this drives immediate sales while enhancing your credibility and directory visibility.
Professional services: healthcare, financial, insurance, and legal
WhatsApp Business Directory enables clients to find specialized expertise precisely when needed, while preliminary consultations via chat demonstrate accessibility. Implement auto-reply sequences that confirm receipt and transparently guide potential clients through services.
B2B and enterprise organizations
For corporations managing complex relationships with other companies, WhatsApp Business provides necessary automation and engagement analytics while keeping things simple and conversation-like. Deploy auto-replies to set realistic expectations and beat the competition and connect chatbots to route incoming inquiries to relevant agents automatically.
Frequently asked questions
Here are answers to some of the common inquiries about WhatsApp Yellow Pages.
Who can be listed in the WhatsApp Business Directory?
Typically, businesses using a WhatsApp Business account or the WhatsApp Business Platform (API) can be included. The account must have a verified phone number and a complete business profile.
Can personal WhatsApp accounts appear in the directory?
No. The directory is exclusively for businesses with an official WhatsApp Business profile.
What key factors affect visibility in the directory?
The key aspects are: profile completeness and accuracy of business information; response activity and speed (quick replies matter); number and quality of user interactions initiated through the profile; ratings and reviews, where available.
Where are the WhatsApp Yellow Pages available?
Currently, the feature is available in Brazil, the UK, Indonesia, Mexico, and Colombia.
What if the directory isn’t available in your country yet?
Start optimizing your profile now — fill out all fields, add a product or service catalog, and set up quick replies. Once the feature rolls out in your region, your business will be ready and more likely to stand out.
Summing things up
WhatsApp Yellow Pages is a useful tool for local business discovery. For companies, it offers a rare opportunity to establish a presence in an emerging channel before competition intensifies. And even if you are located outside the regions that have the business directory enabled, it is better to optimize your brand’s WhatsApp profile and maintain an active presence on the messaging app, as Meta continuously expands the platform's functionality.
Boost your sales with WhatsApp effectively with Umnico. Connect your WhatsApp Business account to the omnichannel communication platform, manage all customer messages in one place, automate routine tasks, and keep all correspondence protected in your CRM rather than on sales representatives' phones. All new users get access to a free trial.
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