The high cost of banning WhatsApp for businesses

Imagine opening your WhatsApp and finding a message from a company you have never heard of. You wonder how this company got your number and suddenly feel that your privacy has been invaded. This scenario, common in the daily lives of consumers, is a result of inappropriate digital marketing practices, such as sending unsolicited messages.

The misuse of WhatsApp by companies has drawn attention and ignites an alert about the importance of good practices in the platform.Meta Guidelines, the company responsible for WhatsApp, can ban accounts for violation of terms of service.

WhatsApp is used daily by 99% of Brazilians, according to MobileTime/Opinion Box research. This high penetration makes the application an essential communication channel for companies and consumers. Consequently, banning an account can generate several problems for brand reputation and customer loyalty.

In a country where the app is used daily and in many cases is the main bridge to communication between businesses and consumers, any disruption in service can trigger a number of issues for brand reputation and customer loyalty.

Risks that go beyond financial

Victor Hugo, Digital Business Leader at Huggy, explains why, in the event of a ban, the damage goes far beyond the financial.“When a company is banned from a platform like WhatsApp, it is not only the loss of immediate sales that is at stake. Customer trust is shaken, and regaining that trust can be a long process. Good practices in using the platform are essential to avoid this type of problem.”

In addition to reputation, companies lose a fundamental tool for communicating with their customers. Lack of access to WhatsApp can lead to delays in service, frustrating customers and causing them to seek alternatives in competitors.

Consumer confidence

A study conducted by Cedro in partnership with E-Commerce Brazil revealed that 39% of consumers prefer the digital service via WhatsApp. This data shows the relevance of WhatsApp for customer service and the need to use it responsibly.

In addition, the proper use of WhatsApp can strengthen the relationship between companies and customers.By respecting the policies of the platform, brands not only minimize the risk of banishment, but also win the trust of consumers, who value transparency and privacy in interactions.
How to avoid a ban

Meta recommends some practices to avoid bans, such as not sending bulk messages without the recipient's consent, respecting privacy policies, and ensuring that all interactions are relevant and useful to customers. Following these practices helps keep the account active and communication efficient.

“To avoid headaches and ensure that the company does not face ban problems, it is also important to use digital customer service platforms that are partners of Meta. Being a Meta partner, these companies need to comply with all guidelines and policies, ensuring a safe experience for both the company and for the customers”, adds Victor Hugo.

In short, the banning of a platform like WhatsApp can cause various damages in the relationship between business and customers. For this, companies must be aware of good practices and usage policies to ensure their good use and avoid losses that, as we have seen, go beyond financial.