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 also became the center of growing concerns about digital security.
According to a recent survey by Febraban (Brazilian Federation of Banks), WhatsApp scams were the most common against banking customers in 2024, with over 153,000 reports. Overall, digital fraud increased by 17% compared to the previous year, resulting in losses totaling R$ 10.1 billion. A survey by the DataSenado Institute reveals that 24% of Brazilians over 16 years old have been victims of cybercrimes in the last 12 months — equivalent to more than 40 million people.
In this scenario, the use of WhatsApp by companies requires more than digital presence: it requires credibility. To transform the app into a reliable sales channel, it is necessary to demonstrate commitment to good practices, recognized certifications, and a digital maturity process.
CM Mobile, one of the leading companies in Latin America in the development of messaging solutions between brands and consumers, warns that trust is the new strategic asset in commercial relationships. "In the current environment, consumers are more cautious and demanding. Companies need to demonstrate that they are legitimate and secure — not just say so," says Pólen Kuhnen, the company's Country Manager in Brazil.
The specialist states that the "maturation" process for a more secure application includes steps such as certification seals and authenticity that validate the company's identity, verification protocols that ensure communication integrity, the use of integrated platforms that allow control and tracking of interactions, and continuous training of customer service teams to handle suspicious situations.
"They are elements that create a more protected, transparent, and efficient purchasing journey. When the customer feels secure, they tend to stay and buy with more confidence," he/she/they adds.
Kuhnen believes that, in times of high exposure to digital risks, trust has ceased to be just an abstract value and has become a competitive differentiator. Companies that invest in security and digital authenticity gain ground amidst the competition and build lasting relationships with their audiences.
In the end, digital security is about people. And people buy from those they trust, he concludes.
