Launched in 2009 for iPhone apps and in 2010 on the Play Store, WhatsApp is the most popular interaction platform of the last decades. Initially created so friends would know when each other were available to receive calls, the social network quickly evolved into a messaging system, expanding to sending audio files, attachments, and even content posting. In recent months, the system has gained a new purpose: business dissemination.
Using WhatsApp for business can be highly effective, as long as companies follow best practices to avoid bothering customers. According to a survey by Opinion Box, 49% of users do not oppose receiving advertisements, provided their number was previously shared with the company. “WhatsApp has transitioned from a channel for personal interactions to a suitable tool for personalized customer relationships. With their consent, the app can even be used for product and service development and solving complex problems,” emphasizes Gabriel Lopes, COO and co-founder of Selvia.
Selvia is an example of how ‘WhatsApp First,’ a business strategy where the entire customer journey takes place within the app, is becoming a trend in Brazil. The startup is a pioneer in using this approach to support the accounting of medical professionals with the help of artificial intelligence. Recognizing doctors’ lack of money management, the solution was created to simplify and optimize the financial management of healthcare specialists.
“It’s simple. WhatsApp is an interactive tool and perhaps the easiest to handle today—which justifies its popularity. Therefore, services offered with these functionalities bring more convenience and responsiveness to the user,” explains Lopes. According to the Digital 2023 report by We Are Social and Meltwater, WhatsApp is the most used messaging app in the country, with 98% of Brazilian internet users using it. Additionally, 83% of users in Brazil said they use it to communicate with brands and companies.
With Selvia, doctors can receive specialized support in opening a National Register of Legal Entities (CNPJ), tax advisory, and financial control—quickly, easily, and securely—without downloading any app or accessing a website. “We simplify tax management and the income of these professionals, aiding organization and maximizing assets. Additionally, we have a team always available to answer questions and provide guidance,” mentions the executive.
WhatsApp-first solutions are gaining increasing relevance, meeting the expectations of modern consumers, who seek convenience, personalization, and trust in brand interactions. Features such as priority business accounts, integration with tools like Microsoft’s Dynamics 365 Contact Center, and apps that facilitate messaging without saving contacts show how the channel has evolved to help organizations and users. This evolution is what allows companies like Selvia to innovate in the market and redefine customer relationships.
