This is hands-down one of the best infrastructure analysis pieces I've read on Indian tech. The cosmetic store owner's WhatsApp-as-inventory-system story perfectly captures how consumer apps get hacked into business tools when proper B2B infrastructure doesn't exist. What really stands out is your framing of the incentive mismatch: Meta optimizes for trillion-dollar ad opportunities while Indian MSMEs need hundred-million-dollar productivity solutions. That gap explains everything - the API restrictions, the pricing volatility, the feature stagnation. The WeChat/WeCom comparison is especially powerful because it shows the solution exists and works at scale. The separation of personal and professional contexts isn't a technical challenge, it's a business model choice. Meta won't build it because unified identity metadata across contexts is more valuable than serving SME needs. Your ONDC-for-messaging proposal is the right architectural direction. Interoperability solves the 'network effects as moat' problem without requiring mass migration. Start with one vertical (construction contractors is a great wedge), prove the protocol works, let ecosystem diversity emerge. One addition I'd suggest: the protocol layer should include reputation/trust primitives from day one. WhatsApp's end-to-end encryption is great for privacy but terrible for platform-level spam control. A federated messaging protocol needs portable reputation that follows business identities across apps - otherwise every new entrant rebuilds spam filters from scratch and user experience suffers. The question isn't whether this gets built, but who builds it and whether it stays open. Government-backed infrastructure has different risks than VC-backed platforms. Both can succumb to capture. The governance model matters as much as the tehcnical architecture. Would love to see a follow-up on that.
Recently we started building some small solutions on Whatsapp through BSP. Also use it as a primary comm channel. It’s abundantly clear the limitations of WhatsApp while even building simple stuff. And the cost of messaging has increased to 0.80 in India. With delivery rates reducing businesses will need to look for another solution like RCS. This almost mimics the path brand Facebook pages took. Organic reach used to be 100% and now it’s barely there
Having built on WhatsApp for the last 3 years, this is a bang on analysis. What I've learnt is that they are very clear about not competing with SMS or Email, that's why they keep making marketing expensive and are very strict with bans.
But they value niche and utility use cases which makes things efficient, since that also showcases the power of all the API functionality they've built, and does not promote spam, tho that is already very high from a consumer standpoint.
You might also would want to study WhatsApp flows, which is their take on forms and quite powerful.
Very detailed post, really enjoyed reading it. The comparison to WeChat and WeCom was especially illuminating. Would have loved to know why your experiments to build in this space failed.
As someone who is a tech student, who felt that whatsapp, google such products had no flaws / gaps that could be built on by new age startup . This blog shatters that narrative.
The gaps left behind by WhatsApp and Meta might actually be a huge opportunity for India. SaaS startups have a market right in front of them; what's needed are good policy and visionary VCs who believe in the potential. Great analysis!
Interesting read. What about Arattai? What's your view about that? Not sure if that is built to support ONDC. Zoho needs to create a business version of Arattai.
Just in terms of how critical WhatsApp has become, maybe get them to store data in India? or have India specific servers.
This is hands-down one of the best infrastructure analysis pieces I've read on Indian tech. The cosmetic store owner's WhatsApp-as-inventory-system story perfectly captures how consumer apps get hacked into business tools when proper B2B infrastructure doesn't exist. What really stands out is your framing of the incentive mismatch: Meta optimizes for trillion-dollar ad opportunities while Indian MSMEs need hundred-million-dollar productivity solutions. That gap explains everything - the API restrictions, the pricing volatility, the feature stagnation. The WeChat/WeCom comparison is especially powerful because it shows the solution exists and works at scale. The separation of personal and professional contexts isn't a technical challenge, it's a business model choice. Meta won't build it because unified identity metadata across contexts is more valuable than serving SME needs. Your ONDC-for-messaging proposal is the right architectural direction. Interoperability solves the 'network effects as moat' problem without requiring mass migration. Start with one vertical (construction contractors is a great wedge), prove the protocol works, let ecosystem diversity emerge. One addition I'd suggest: the protocol layer should include reputation/trust primitives from day one. WhatsApp's end-to-end encryption is great for privacy but terrible for platform-level spam control. A federated messaging protocol needs portable reputation that follows business identities across apps - otherwise every new entrant rebuilds spam filters from scratch and user experience suffers. The question isn't whether this gets built, but who builds it and whether it stays open. Government-backed infrastructure has different risks than VC-backed platforms. Both can succumb to capture. The governance model matters as much as the tehcnical architecture. Would love to see a follow-up on that.
Recently we started building some small solutions on Whatsapp through BSP. Also use it as a primary comm channel. It’s abundantly clear the limitations of WhatsApp while even building simple stuff. And the cost of messaging has increased to 0.80 in India. With delivery rates reducing businesses will need to look for another solution like RCS. This almost mimics the path brand Facebook pages took. Organic reach used to be 100% and now it’s barely there
Having built on WhatsApp for the last 3 years, this is a bang on analysis. What I've learnt is that they are very clear about not competing with SMS or Email, that's why they keep making marketing expensive and are very strict with bans.
But they value niche and utility use cases which makes things efficient, since that also showcases the power of all the API functionality they've built, and does not promote spam, tho that is already very high from a consumer standpoint.
You might also would want to study WhatsApp flows, which is their take on forms and quite powerful.
Nice
Very detailed post, really enjoyed reading it. The comparison to WeChat and WeCom was especially illuminating. Would have loved to know why your experiments to build in this space failed.
Crucial insights, marvelous story-telling sir .
As someone who is a tech student, who felt that whatsapp, google such products had no flaws / gaps that could be built on by new age startup . This blog shatters that narrative.
The gaps left behind by WhatsApp and Meta might actually be a huge opportunity for India. SaaS startups have a market right in front of them; what's needed are good policy and visionary VCs who believe in the potential. Great analysis!
Interesting read. What about Arattai? What's your view about that? Not sure if that is built to support ONDC. Zoho needs to create a business version of Arattai.
Just in terms of how critical WhatsApp has become, maybe get them to store data in India? or have India specific servers.
Insightful! Forwarded it to someone trying to build a product.
Very well researched post. Lots of insight to be gleaned
Just use wechat
Brilliant ; what perspective'!
Keep writing, it's was eye opening to learn about the simple things we ignore
Extremely insightful!
Thank you for making the effort to put this together🫡
This is a really insightful read ! I am sure that we will experience a platform shift in a couple of years due to the Whatsapp business restrictions