Payments via messaging apps are already a reality in much of the world — and everything indicates they are set to become the main channel for transactions in the coming years. This shift in behavior is driven by a combination of factors: increased use of chatbots, advances in artificial intelligence, integration of payment systems into conversation platforms, and, of course, consumers’ pursuit of greater convenience.
“Today’s consumer wants to resolve everything in the same window where they chat with friends and family. If they can schedule, ask questions, and shop right there, why switch environments to pay?” asks Mario Marchetti, General Director of Sinch for Latin America, a leading company in conversational communication solutions in the cloud.
The proposition of chatbot payments, or conversational commerce, is precisely this: allowing the customer to have the entire shopping journey within the same messaging app. From customer service to post-sale, including offers, recommendations, and payment, everything happens in a single conversational flow.
Platforms like WhatsApp, Instagram, Messenger, and Telegram already offer integrated solutions. In Brazil, WhatsApp Pay gained momentum with approval from the Central Bank for payments between businesses and customers — allowing the use of Pix, credit, and prepaid methods.
According to Marchetti, this change represents a leap in the consumer experience. “With fewer steps, less friction, and more personalization, conversion rates increase, operational costs decrease, and the customer leaves more satisfied.”
Cutting-edge security protects users and businesses
Many consumers prefer to pay directly in apps like WhatsApp or Instagram, where they feel safer, rather than being redirected to external sites. The mere fact of a new window opening for payment can raise suspicion, especially when the user doesn’t recognize the site or fears fraud. This type of friction tends to reduce conversion rates and trust in the brand.
The adoption of these systems comes with robust investments in security. “User trust is the most important factor in this environment,” emphasizes the Sinch executive.
Among the technologies used to protect consumers are:
- End-to-end encryption: protects data exchanged in conversations and transactions.
- Tokenization: replaces actual card data with codes that cannot be reused.
- Multi-factor authentication (MFA): requires a password, PIN, or biometrics to authorize payment.
- Regulatory compliance: such as Brazil’s LGPD and international PCI DSS standards.
Verified brands within messaging apps convey more credibility and eliminate unnecessary steps — simplifying the process and strengthening the relationship with the consumer. “Offering a seamless and protected experience is essential to maintaining customer trust and loyalty,” reinforces Marchetti.
These layers of protection are crucial, especially in markets like Brazil, where WhatsApp is used by over 90% of the connected population, according to Statista.
In addition to improving the customer experience, chatbot payments offer operational gains for businesses. It’s possible to automate steps, reduce reliance on call centers, and expand service capacity.
At the same time, this model promotes financial inclusion: millions of people who don’t have traditional bank accounts but use smartphones can now access services, shop, and pay directly through apps.
“Businesses of all sizes, from large networks to micro-entrepreneurs — can benefit from this technology. The barrier to entry is low, and the return is usually quick,” reinforces Marchetti.
Example in the healthcare sector: the case of Mexico’s Salud Digna
A great example of how these payments can transform entire sectors comes from Mexico’s Salud Digna network, which implemented payments via WhatsApp, and within a few months, the results were significant:
- Channel adoption grew by 273%;
- 44% of appointments began to be paid directly via WhatsApp;
- The institution was able to serve 33% more customers than via call center;
- High-complexity exams, such as MRIs and CT scans, are now paid for and scheduled within the app itself.
“The healthcare sector, traditionally more rigid in innovation, is seeing the real benefits of the conversational model,” comments Marchetti.
GenAI and the future of payments
The advancement of generative artificial intelligence (GenAI) also promises to expand the potential of chatbot payments. Technologies like ChatGPT are already testing AI-assisted shopping experiences, with product suggestions, personalized responses, and even transaction completion with support from partners like Stripe.
The global market for generative AI applied to e-commerce, valued at $2.58 billion in 2023, is expected to exceed $18.8 billion by 2032, with an average annual growth rate of 24.3%, according to Precedence Research. The expectation is that solutions like AI will detect fraud in real time, personalize offers, and reduce customer service costs.
Chatbot payments represent more than a convenience. They are a natural evolution in the integration of customer service, marketing, sales, and payment — all within the channel where the consumer is already active.
“The big revolution isn’t just technological, it’s a mindset shift. It’s understanding that conversations are the new point of sale,” summarizes Marchetti.
