WhatsApp has long since ceased to be just a space for quick chats between friends and family. Today, it's also a storefront, a service desk, and even a cash register. In Brazil, 95% of businesses already use the platform to interact with customers, according to the International Data Corporation (IDC).
The logic is to be where the consumer is: providing excellent service, selling, resolving queries, exchanging products, and maintaining an active after-sales service. And to support all of this, technology relies on automation. New tools and the use of Artificial Intelligence (AI) are emerging to mitigate errors and save human time.
"WhatsApp's biggest advantage is bringing businesses and customers closer together. With the right features, it improves the customer experience and keeps businesses aware of market demands," says Alberto Filho, CEO of Poli Digital, a Goiás-based channel automation company.
Among the solutions developed, the automatic conversation summary feature stands out, capable of condensing months of interaction history into just a few lines. This functionality was created especially for teams that share customer service, allowing a new member to quickly understand the contact history. "Our technology facilitates the handoff between support and sales, making the transition of information between different areas more efficient, ensuring continuity in the customer relationship," explains Guilherme Pessoa, Head of Marketing.
Another innovation is message scheduling, which eliminates the need for paper notes or memorization. The correct/improve message button allows you to refine texts before sending, adjusting everything from spelling to tone of voice, which can be friendly, formal, or convincing.
"WhatsApp's strength lies precisely in bringing customers and businesses together in the same space. With these new possibilities, it's possible to transform this connection into a quality experience and a competitive advantage," explains Poli Digital's CEO.
The big bet, however, is on PoliGPT, a generative artificial intelligence designed for small and medium-sized businesses. With it, Poli clients have access to a premium account on the main conversational AI platforms, allowing them to plan marketing campaigns, create persuasive messages for mass mailings, and develop more advanced communication strategies with intelligent support, all in one place.
There are also smart closing features with automations that record the reason for ending a conversation and pave the way for remarketing actions. "This creates opportunities for future customer engagement," emphasizes Guilherme Pessoa, the company's Head of Marketing.
For Alberto Filho, the change is structural. "Automation, besides being an efficiency gain, is a way to maintain proximity and consistency with the customer. When the company understands their history and behavior, the bond becomes stronger and more lasting."
In the executive's assessment, the impact goes far beyond operational efficiency: the change is structural. "Automation means shortening distances, maintaining proximity, and boosting sales. The more the company understands the customer's history and behavior, the more consistent this connection becomes," he concludes.
