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 agility and proximity. However, in 2024, the channel has also become the center of growing concerns about digital security.
According to a recent survey by Febraban (Brazilian Federation of Banks), scams via WhatsApp were the most common against bank customers in 2024, with over 153,000 reported cases. Overall, digital fraud increased by 17% compared to the previous year, resulting in losses totaling R$ 10.1 billion. A survey by Instituto DataSenado also reveals that 24% of Brazilians aged 16 and older were victims of cybercrimes in the last 12 months—equivalent to over 40 million people.
Given this scenario, businesses using WhatsApp need more than just a digital presence—they need credibility. To turn the app into a trusted sales channel, it’s necessary to demonstrate commitment to best practices, recognized certifications, and a digital maturity process.
CM Mobile, one of the leading companies in Latin America in developing messaging solutions between brands and consumers, warns that trust is the new strategic asset in business relationships. ‘In today’s environment, consumers are more cautious and demanding. Companies need to show they are legitimate and secure—not just say it,’ says Pólen Kuhnen, Country Manager of the company in Brazil.
The expert states that the process of ‘maturing’ toward a more secure app includes steps such as certifications and authenticity seals that validate the company’s identity, verification protocols ensuring communication integrity, the use of integrated platforms that allow for control and tracking of interactions, and ongoing training for service teams to handle suspicious situations.
‘These elements create a more secure, transparent, and efficient purchasing journey. When customers feel safe, they tend to stay and buy with more confidence,’ he adds.
Kuhnen believes that, in times of high exposure to digital risks, trust has gone from being just an abstract value to becoming a competitive advantage. Companies that invest in digital security and authenticity gain an edge over competitors and build lasting relationships with their audiences.
‘At the end of the day, digital security is about people. And people buy from those they trust,’ he concludes.
