WhatsApp has established itself as one of the main communication tools between businesses and consumers in Brazil. Whether for customer service, sending promotions, or closing sales, the app offers speed and proximity. However, in 2024, the platform has also become the center of growing concerns about digital security.
According to a recent survey by Febraban (Brazilian Federation of Banks), WhatsApp scams were the most common frauds targeting bank customers in 2024, with over 153,000 reported cases. Overall, digital fraud rose by 17% compared to the previous year, resulting in losses totaling R$10.1 billion. Meanwhile, a survey by the DataSenado Institute reveals that 24% of Brazilians aged 16 and older have been victims of cybercrimes in the last 12 months—equivalent to more than 40 million people.
Given this scenario, using WhatsApp for business requires more than just a digital presence—it demands credibility. To transform the app into a reliable sales channel, companies must demonstrate a commitment to best practices, recognized certifications, and digital maturity.
CM Mobile, one of Latin America’s leading companies in developing messaging solutions between brands and consumers, warns that trust is the new strategic asset in commercial relationships. ‘In today’s environment, consumers are more cautious and demanding. Businesses need to prove they are legitimate and secure—not just say it,’ says Pólen Kuhnen, Country Manager of the company in Brazil.
The expert states that the ‘maturation’ process for a more secure app includes steps such as certifications and authenticity seals that validate a company’s identity, verification protocols to ensure communication integrity, the use of integrated platforms enabling interaction tracking and control, and ongoing training for support teams to handle suspicious situations.
‘These elements create a more protected, transparent, and efficient purchasing journey. When customers feel safe, they are more likely to stay and buy with greater confidence,’ he adds.
Kuhnen believes that in times of heightened exposure to digital risks, trust is no longer just an abstract value but has become a competitive differentiator. Companies that invest in security and digital authenticity gain an edge over competitors and build lasting relationships with their audiences.
‘Ultimately, digital security is about people. And people buy from those they trust,’ he concludes.
