The Twilio API for WhatsApp means developers can use Twilio to integrate messaging via SMS, MMS, RCS, Facebook Messenger, LINE, and WhatsApp.

This approach simplifies development and ongoing operations.

In addition, Twilio's intelligent routing capabilities mean the company's global SMS coverage can be used as a back-up when a user cannot be reached by WhatsApp.

"WhatsApp is a powerful channel for businesses seeking to deliver an enhanced customer experience for their customers," said IDC group vice-president of worldwide telecommunications research, Courtney Monroe.

"Twilio has taken out the complexity from the development process to make it easier for those businesses to get up and running. Twilio's API for WhatsApp is a compelling proposition for its clients to empower their global North American customers to expand their geographical reach, while simultaneously broadening their base to serve regional customers internationally."

One of the launch partners for the Twilio API for WhatsApp is food delivery business Deliveroo, which works with over 35,000 restaurants in 12 countries, and is is one of the first brands to integrate WhatsApp messaging in its customer experience.

"Deliveroo is on a mission to transform the way customers eat. To deliver the best possible experience for our customers, we want to be able to communicate with them on the channels they prefer," said Deliveroo chief technology officer Mike Hudack.

"We're thrilled to now be able to offer order notifications and status updates to our customers via WhatsApp, powered by Twilio's API."

The API is available immediately, but its use for production purposes is subject to WhatsApp's approval.

Twilio is eating its own dog food: the Twilio Flex contact centre platform now allows customer service representatives to send and receive messages via WhatsApp using the same interface they use for SMS, voice, and other channels.