WhatsApp has established itself as one of the main communication tools between businesses and consumers in Brazil. Whether for customer service, sending promotions, or closing sales, the app offers speed and proximity. However, in 2024, the platform has also become a growing concern for digital security.
According to a recent survey by Febraban (Brazilian Federation of Banks), scams via WhatsApp were the most common type of fraud targeting bank customers in 2024, with over 153,000 cases. Overall, digital fraud increased by 17% compared to the previous year, resulting in losses totaling R$10.1 billion. A study by Instituto DataSenado also reveals that 24% of Brazilians over 16 have been victims of cybercrimes in the past 12 months—equivalent to more than 40 million people.
Given this scenario, businesses using WhatsApp must go beyond digital presence: they need credibility. To turn the app into a reliable sales channel, companies must demonstrate commitment to best practices, recognized certifications, and a digital maturity process.
CM Mobile, one of Latin America’s leading companies in developing messaging solutions between brands and consumers, warns that trust is the new strategic asset in commercial relationships. ‘In today’s environment, consumers are more cautious and demanding. Businesses need to show they are legitimate and secure—not just say it,’ says Pólen Kuhnen, Country Manager of the company in Brazil.
The expert states that the ‘maturation’ process for a more secure app includes steps such as certifications and authenticity seals that validate a company’s identity, verification protocols that ensure communication integrity, integrated platforms that allow interaction control and tracking, and ongoing training for customer service teams to handle suspicious situations.
‘These elements create a more protected, transparent, and efficient purchasing journey. When customers feel safe, they tend to stay and buy with greater confidence,’ he adds.
Kuhnen believes that, in times of heightened digital risks, trust has ceased to be just an abstract value and has become a competitive advantage. Companies investing in digital security and authenticity stand out against competitors and build lasting relationships with their audiences.
‘At the end of the day, digital security is about people. And people buy from those they trust,’ he concludes.
