Imagine opening your WhatsApp and finding a message from a company you've never heard of. You wonder how this company got your number and suddenly feel that your privacy has been invaded. This scenario, common in consumers' daily lives, results from inappropriate digital marketing practices, such as sending unsolicited messages.
The misuse of WhatsApp by companies has drawn attention and raises awareness about the importance of good practices on the platform. Meta's guidelines, the company responsible for WhatsApp, may ban accounts for violating the terms of service.
WhatsApp is used daily by 99% of Brazilians, according to MobileTime/Opinion Box survey. This high penetration makes the app an essential communication channel for companies and consumers. Consequently, the banning of an account can cause various problems for the brand's reputation and customer loyalty.
In a country where the app is used daily and, in many cases, is the main bridge for communication between companies and consumers, any interruption in the service can trigger a series of problems for the brand's 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 damages go far beyond financial loss. When a company is banned from a platform like WhatsApp, it's not just the loss of immediate sales at stake. Customer trust is shaken, and regaining that trust can be a lengthy process. Good practices in using the platform are essential to avoid this type of problem.
Besides reputation, companies lose a fundamental tool for communication with their customers. Lack of access to WhatsApp can lead to delays in service, frustrating customers and causing them to seek alternatives with competitors.
Consumer confidence
A study carried out by Cedro in partnership with E-Commerce Brasil revealed that 39% of consumerspreferdigital service via WhatsApp. This data shows the importance of WhatsApp for customer service and the need to use it responsibly.
Furthermore, the proper use of WhatsApp can strengthen the relationship between companies and clients. By adhering to the platform's policies, brands not only minimize the risk of banning but also earn the trust of consumers who value transparency and privacy in interactions.
How to avoid being banned
Meta recommends some practices to avoid banning, such as not sending mass 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 banning issues, it is also important to use digital service platforms that are Meta partners. As a Meta partner, these companies must comply with all guidelines and policies, ensuring a safe experience for both the company and its customers,” adds Victor Hugo.
In short, the banning of a platform like WhatsApp can cause various damages to the relationship between businesses and customers. For this, companies must pay attention to good practices and usage policies to ensure proper use and avoid damages that, as we have seen, go beyond financial losses.
