WhatsApp recorded a 30.47% growth in Brazil when used for messaging between customers and businesses. The data is part of the report Messaging Trends 2025, conducted annually by Infobip, a cloud communications platform. Globally, the trend of using the app for purchasing, selling, and customer relations is even stronger, with a 53.8% increase.
The study, which was based on over 530 billion mobile channel interactions on Infobip’s platform worldwide, found that Brazil is among the countries with the highest growth in messaging across all types of platforms in Latin America. The use of digital channels for customer communication was driven by sectors such as Telecommunications, with 76% growth, Media and Entertainment, which increased 14-fold, and Finance and Fintechs, which rose by 22%.
An example of the effectiveness and convenience of commercial WhatsApp use in Brazil is the company Vai de Bus, which sells transportation top-ups in various cities. Through WhatsApp Payments, a Meta feature that Infobip was the first company to technically integrate and expand in the country, Vai de Bus created a PIX payment experience via WhatsApp. With this new functionality, 98% of passengers opted for this payment method, with an 85% conversion rate for in-app purchases.
Brazil is a success story when it comes to tools that work through WhatsApp due to the app’s popularity in the country. ‘The Brazilian population tends to quickly adopt new technologies, making it an interesting location for innovations. Additionally, Infobip’s mission is to help companies improve their customers’ experience. Making transactions faster, safer, and more practical aligns with this goal, leading to more satisfied purchases and business growth, as well as performance gains for teams, since chatbots can fully interact in this WhatsApp-based service sales process,’ details Caio Borges, Infobip’s country manager.
Beyond messaging apps, Artificial Intelligence is another emerging technology that has stood out in recent years. ‘Thanks to advancements in this resource, the challenge is no longer just using it—since many companies have adopted AI-powered chatbots, for example—but rather applying it in an integrated way across various communication channels to create a cohesive shopping journey,’ explains Borges.
With the popularization of chatbot systems, AI, and messaging apps, there is steady growth in the conversational experiences market. Technology applications are becoming increasingly sophisticated, with companies seeking to incorporate them across all their usage channels. ‘Having multiple channels available to customers is already a reality for many brands, but those that stand out the most are precisely the ones that strategically synchronize these channels to provide continuous, consistent, and high-quality experiences,’ he concludes.
