WhatsApp recorded a 30.47% growth in Brazil when used for messaging between customers and businesses. The data is part of the reportMessaging Trends 2025, carried out annually by Infobip, a cloud communications platform. Globally, the trend of using the app for purchasing, selling, and engaging with consumers is even stronger, with an increase of 53.8%.
The study, which was based on over 530 billion mobile channel interactions on the Infobip platform worldwide, indicated that Brazil is among the countries that experienced the most growth in message exchanges across all types of platforms in Latin America. The use of digital channels for customer communication was driven by sectors such as Telecommunications, which grew by 76%, Media and Entertainment, which increased by 14 times, and Finance and Fintechs, which rose by 22%.
An example of the effectiveness and practicality of the commercial use of WhatsApp in Brazil is the company Vai de Bus, which sells transportation top-ups in various cities. Through WhatsApp Payments, a Meta feature with Infobip as the first company to perform the technical integration and expand the feature in the country, Vai de Bus created a PIX payment experience via WhatsApp. With this new feature, 98% of passengers chose this payment method, with a 85% conversion rate for payments made through the app.
Brazil is a success story when it comes to tools that work through WhatsApp due to the app's popularity in the country. The Brazilian population tends to quickly adopt new technologies, making this an interesting place for innovations. Additionally, Infobip's mission is to help companies improve their customers' experience. Making transactions faster, safer, and more convenient aligns with this goal and results in the population purchasing more with greater satisfaction, allowing businesses to grow and achieve performance gains with their teams, since chatbots can interact 100% in the process of selling services via WhatsApp, explains Caio Borges, Infobip's country manager.
In addition to the messaging app, Artificial Intelligence is another emerging technology that has stood out in recent years. "Thanks to the improvement of this feature, the challenge is no longer to use it, since many companies have adopted chatbots that utilize AI, for example, but rather to apply it in an integrated way across various communication channels to create a cohesive shopping journey," explains Borges.
With the popularization of chatbot systems, AI, and messaging apps, there is a steady growth in the conversational experience market. Technology applications are becoming increasingly sophisticated, with companies seeking to incorporate them into all their channels of use. "Having multiple channels available to the customer is already a reality for many brands, but those that stand out the most are precisely those that have these channels strategically synchronized to provide continuous, consistent, and high-quality experiences," he concludes.
