With 147 million active users in Brazil, WhatsApp takes another step in consolidating its position as one of the main sales and relationship channels in national retail. Recently, Meta announced that the app will feature new promotional tools, such as ads in Status, highlighted channels in the directory, and subscription-based paid content. This update expands the platform’s commercial potential, especially for small and medium-sized businesses, which currently represent 95% of business profiles in the country.
For CM Mobile, one of the leading companies in Latin America in developing messaging solutions between brands and consumers, this move reinforces what the market has already noticed: selling via WhatsApp is easy, but doing so efficiently, securely, and at scale requires infrastructure. Any company can use the new store and ad features, but only those with a professional partner can turn the app into a true business channel—with automation, integration, traceability, compliance with LGPD, and management of multiple agents.
“With this move by Meta, WhatsApp reinforces its role as the ‘store counter’ for small retailers, but this doesn’t mean improvisation. On the contrary: the more natural the conversation between the store and a potential customer, the more strategic the infrastructure behind it needs to be,” says Pólen Kuhnen, country manager of CM Mobile. “It’s essential to ensure that every interaction with a buyer is efficient, secure, and integrated into the business workflows. That’s the difference between using WhatsApp to sell and truly leveraging it for a store.”
The company highlights that many SMEs already use the app to chat with customers, answer questions, send payment links, and even close sales. With the introduction of ads, this flow is expected to grow even further—requiring control, governance, and strategic vision in using the tool. “Handling customers through the store owner’s personal phone, without history or integration, compromises the customer experience and limits business growth,” concludes Kuhnen.
With robust, secure, and easy-to-use technology, CM Mobile’s solutions enable companies to fully professionalize their WhatsApp operations. This includes managing multiple agents on a single number, complete logging of customer conversations, automating messages and service flows, integration with payment systems and ERPs, as well as access control and compliance with LGPD. In practice, this means more productivity for teams, reduced operational costs, and a much more efficient, strategic, and scalable customer service experience—turning WhatsApp into a true sales and relationship channel.
