Is your company truly leveraging the full potential of the market’s communication channels to strengthen customer relationships? In a scenario where speed and personalization are increasingly valued by consumers, the challenge is to be present and accessible on 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 released by Wapikit, this platform has gone beyond being a mere chat tool for years, becoming a strategic link capable of transforming the relationship between companies and consumers. Today, it’s a channel that offers agility, interactivity, and convenience, and is widely used for both customer service and marketing and sales initiatives.
According to Wapikit, 79% of users have used the channel to communicate with companies, and 62% have made purchases directly through the platform. It’s also estimated that 96% of national brands use WhatsApp as their primary customer service channel, and for 86% of sales professionals, it’s the primary means of contacting customers and leads. And there’s no shortage of arguments to support its growing popularity.
Its average message open rate is around 98%, according to the same source, far surpassing other traditional channels like email. With its extensive reach and adaptable features, the platform offers an unprecedented path to building engagement, trust, and loyalty through personalized messages tailored to each customer’s needs and profile—a key differentiator in creating positive experiences. According to another Emplifi study, 63% of users would stop purchasing products or services from a brand they are loyal to if they have a single bad experience.
Communications that consider the customer’s name, interaction history, and purchasing behavior demonstrate attention and care on the part of the company, contributing to strengthening the bond with the brand. While cold, excessive messages that don’t align with individual interests will only harm the reputation and prosperity of the customer. These factors, despite being widely known in the market, still undermine the quality of service for many organizations.
The impersonality of automated interactions, delayed responses, and lack of continuity in service history are challenges that are still very present in many companies, mainly due to the lack of investment in intelligent automation resources that ensure the integration of the channel with customer management systems, in order to offer a more fluid and personalized experience.
To ensure that WhatsApp is a truly effective channel in the customer journey, it’s essential to consider several factors when developing your strategy, such as speed and clarity of responses, language appropriate to the brand’s profile, responsible use of automation, integration with databases, and compliance with Meta’s guidelines—considering its extremely rigorous management of everything that passes through this channel so that it doesn’t detract from anyone’s experience.
Avoid sending excessive messages at all costs, as this can be interpreted as spam, damage your company’s image, and, in the worst case scenario, lead to account suspension. Integrate the channel with other solutions that promote a fluid and enriched experience and allow for the completion of entire journeys within the app itself, such as the use of interactive payment buttons directly within the conversation.
Its combination with other resources such as CRMs, marketing automation platforms, payment systems, analytics tools, and fallback channels is also strategic for increasing the efficiency of your campaigns, including automatic redirection mechanisms to RCS, SMS, or human support, ensuring communication continuity even in situations of delivery failure.
WhatsApp transcends its role as a simple messaging app to become a strategic pillar in building strong relationships between companies and consumers, capable of optimizing service, personalizing communication, and humanizing interactions. Its intelligent investment will foster a genuine connection between parties, becoming an essential channel for improving the customer experience and, therefore, boosting brand results.
