Payments via messaging apps are already a reality in much of the world—and all signs indicate they will become the main transaction channel in the coming years. This behavioral shift is driven by a combination of factors: increased use of chatbots, advancements in artificial intelligence, integration of payment systems into conversational platforms, and, of course, consumers’ pursuit of greater convenience.
“Today’s consumers want to resolve everything in the same window where they chat with friends and family. If they can schedule, ask questions, and make purchases right there, why switch environments to pay?” asks Mario Marchetti, General Director of Sinch for Latin America, a leader in conversational communication solutions in the cloud.
The proposition of chatbot payments, or conversational commerce, is precisely this: allowing the customer to complete their entire purchasing journey within the same messaging app. From customer service to post-sale support, including offers, recommendations, and payments—everything happens in a single conversational flow.
Platforms like WhatsApp, Instagram, Messenger, and Telegram already offer integrated solutions. In Brazil, WhatsApp Pay gained traction after being approved by the Central Bank for payments between businesses and customers—enabling the use of Pix, credit, and prepaid options.
According to Marchetti, this change represents a leap in the consumer experience. “With fewer steps, less friction, and more personalization, conversion rates increase, operational costs decrease, and customers leave more satisfied.”
Cutting-edge security protects users and businesses
Many consumers prefer paying directly in apps like WhatsApp or Instagram, where they feel safer, rather than being redirected to external sites. The mere fact of opening a new window for payment can raise suspicion, especially if users don’t recognize the site or fear fraud. This kind of friction tends to reduce conversion rates and trust in the brand.
The adoption of these systems is accompanied by robust investments in security. “User trust is the most important factor in this environment,” emphasizes the Sinch executive.
Among the technologies used to protect consumers are:
- End-to-end encryption: protects data exchanged in conversations and transactions.
- Tokenization: replaces actual card details with codes that cannot be reused.
- Multi-factor authentication (MFA): requires a password, PIN, or biometrics to authorize payments.
- Regulatory compliance: such as Brazil’s LGPD and international PCI DSS standards.
Verified brands within messaging apps convey more credibility and eliminate unnecessary steps—simplifying the process and strengthening the customer relationship. “Offering a smooth and secure experience is essential to maintaining customer trust and loyalty,” Marchetti emphasizes.
These layers of protection are crucial, especially in markets like Brazil, where WhatsApp is used by over 90% of the connected population, according to Statista.
In addition to improving the customer experience, chatbot payments offer operational benefits for businesses. It is possible to automate steps, reduce reliance on call centers, and expand service capacity.
At the same time, this model promotes financial inclusion: millions of people who don’t have traditional bank accounts but use smartphones can now access services, make purchases, and pay directly through apps.
“Businesses of all sizes, from large chains to micro-entrepreneurs, can benefit from this technology. The barrier to entry is low, and returns are typically fast,” Marchetti emphasizes.
Example in the healthcare sector: the case of Mexico’s Salud Digna
A great example of how these payments can transform entire industries comes from Mexico’s Salud Digna network, which implemented WhatsApp payments and saw significant results within months:
- Adoption of the channel grew by 273%;
- 44% of appointments began being paid directly via WhatsApp;
- The institution was able to serve 33% more customers than through call centers;
- High-complexity exams, such as MRIs and CT scans, are now paid for and scheduled directly in the app.
“The healthcare sector, traditionally more resistant to innovation, is seeing the real benefits of the conversational model,” notes Marchetti.
GenAI and the future of payments
The advancement of generative AI (GenAI) also promises to expand the potential of chatbot payments. Technologies like ChatGPT are already testing AI-assisted shopping experiences, with product suggestions, personalized responses, and even transaction finalization with support from partners like Stripe.
The global generative AI market applied to e-commerce, valued at $2.58 billion in 2023, is projected to exceed $18.8 billion by 2032, with an average annual growth rate of 24.3%, according to Precedence Research. Solutions like AI are expected to detect fraud in real-time, personalize offers, and reduce service costs.
Chatbot payments represent more than just convenience. They are a natural evolution in integrating customer service, marketing, sales, and payment—all within the channel where consumers are already active.
“The big revolution isn’t just technological—it’s a shift in mindset. It’s understanding that conversations are the new point of sale,” concludes Marchetti.
