Is your company truly taking full advantage of all the potential of market communication channels to strengthen relationships with customers? In a scenario where speed and personalization are increasingly valued by consumers, the challenge is to be present and accessible in your target audience’s preferred channels, ensuring agile and interactive service—something that, given so many options, can be achieved and enhanced on WhatsApp.
Installed on over 98% of Brazilian smartphones, according to data from Wapikit, this platform has long evolved beyond being just a chat tool, becoming a strategic link capable of transforming the relationship between businesses and consumers. Today, it is a channel that offers speed, interactivity, and convenience, widely used for customer service as well as marketing and sales initiatives.
According to Wapikit, 79% of users have already used it to communicate with businesses, and 62% have made purchases directly through the platform. It is also estimated that 96% of national brands use WhatsApp as their primary customer service channel, and for 86% of sales professionals, it is the main means of contact with customers and leads. And there’s no shortage of reasons why its popularity keeps growing.
Its average message open rate is around 98%, according to the same source, far surpassing traditional channels like email. With its broad reach and adaptable features, the platform offers an unprecedented way to build engagement, trust, and loyalty through personalized messages tailored to each customer’s needs and profile—a key differentiator in creating positive experiences. After all, according to another Emplifi study, 63% of users would stop consuming products or services from a brand they are loyal to after just one bad experience.
Communications that consider the customer’s name, their interaction history, and purchasing behavior demonstrate the company’s attention and care, strengthening the bond with the brand, while impersonal, excessive, or irrelevant messages will only harm its reputation and success. These factors, though widely recognized in the market, still negatively impact the service quality of many organizations.
The impersonality of automated interactions, slow response times, and lack of continuity in service history are still major challenges for many companies, primarily due to insufficient investment in intelligent automation tools that ensure the channel is integrated with customer management systems, providing a smoother and more personalized experience.
To ensure WhatsApp truly becomes an effective channel in the customer journey, it is essential to consider certain factors when developing your strategy, such as response speed and clarity, language appropriate to the brand’s identity, responsible use of automation, database integration, and compliance with Meta’s policies—given their strict oversight to prevent any harmful user experiences on the platform.
Avoid at all costs excessive messaging, which can be perceived as spam, harm the company’s image, and, in the worst case, lead to account suspension. Integrate the channel with other solutions that enhance a smooth and enriched experience, allowing complete journeys within the app itself—such as using interactive payment buttons directly in the chat.
Its integration with other resources like CRMs, marketing automation platforms, payment systems, analytics tools, and fallback channels is also strategic for boosting campaign efficiency, including automatic redirection to RCS, SMS, or human support, ensuring communication continuity even in cases of delivery failures.
WhatsApp goes beyond being a simple messaging app to become a strategic pillar in building strong relationships between businesses and consumers, optimizing service, personalizing communication, and humanizing interactions. Investing intelligently in it fosters genuine connections, making it an essential channel for improving customer experience and, as a result, boosting brand performance.
