WhatsApp has established itself as one of the main communication tools between companies and consumers in Brazil. Whether for customer service, sending promotions, or closing sales, the application provides agility and proximity. However, in 2024, the platform also became the center of growing concerns about digital security.
According to a recent survey by Febraban (Brazilian Federation of Banks), scams via WhatsApp were the most common against bank clients in 2024, with over 153,000 reports. In total, digital fraud increased by 17% compared to the previous year, resulting in losses totaling R$ 10.1 billion. A survey by the DataSenado Institute reveals that 24% of Brazilians over 16 years old fell victim to cybercrimes in the last 12 months — equivalent to more than 40 million people.
Given this scenario, using WhatsApp for business requires more than digital presence: it demands credibility. To turn the application into a trustworthy sales channel, it is necessary to demonstrate commitment to good practices, recognized certifications, and a digital maturity process.
CM Mobile, one of the leading companies in Latin America in the development of messaging solutions between brands and consumers, warns that trust is the new strategic asset in commercial relationships. “In the current environment, consumers are more cautious and demanding. Companies need to show that they are legitimate and secure — not just say,” says Pólen Kuhnen, the company’s Country Manager in Brazil.
The specialist affirms that the process of ‘maturity’ for a more secure application includes steps such as seal certifications and authenticity that validate the company’s identity, verification protocols that ensure communication integrity, use of integrated platforms that allow control and tracking of interactions, and continuous training of customer service teams to deal with suspicious situations.
‘These are elements that create a more protected, transparent, and efficient shopping journey. When the customer feels secure, they tend to stay and buy with more confidence,’ he adds.
Kuhnen believes that, in times of high exposure to digital risks, trust has ceased to be just an abstract value and has become a competitive advantage. Companies that invest in security and digital authenticity gain space amid competition and build lasting relationships with their audiences.
‘In the end, digital security is about people. And people buy from those they trust,’ he concludes.
