WhatsApp recorded growth of 30.47% in Brazil when used to exchange messages between customers and companies. The data is part of the report Messaging Trends 2025, held annually by Infobip, a cloud communications platform. Globally, the trend of using the application for buying, selling and interacting with consumers is even stronger, with an increase of 53.8%.
The study, which was based on more than 530 billion mobile channel interactions on the Infobip platform around the world, found that Brazil is among the countries that recorded the most growth in the exchange of messages on all types of platforms in Latin America. The use of digital channels for communicating with customers was driven by sectors such as Telecommunications, with growth of 76%, Media and Entertainment, which increased 14 times, and Finance and Fintechs, which rose 22%.
An example of the effectiveness and practicality of commercial use of WhatsApp in Brazil is that of the company Vai de Bus, which sells transport top-ups in several cities. Through WhatsApp Payments, a Meta resource that had Infobip as the first company to carry out the technical integration and expansion of the resource in the country, Vai de Bus created a payment experience via PIX via WhatsApp. With this new functionality, 98% of passengers opted for this payment method, with an 85% conversion rate for payments made via in-app purchases.
Brazil is an example of success when it comes to tools that work through WhatsApp due to the popularity of the application in the country. "The Brazilian population tends to adopt new technologies quickly and this makes this an interesting place for innovations. Furthermore, Infobip's mission is to help companies improve the experience of their consumers. Making transactions more agile, secure and practical is in line with this objective and this means that the population buys more with greater satisfaction and that businesses grow and can gain performance with their teams, since chatbots can interact 100% in this process of selling services through WhatsApp", details Caio Borges, country manager at Infobip.
In addition to the chat app, Artificial Intelligence is another emerging technology that has stood out in recent years. “Thanks to the improvement of this resource, the challenge is no longer to use it, as many companies have adopted chatbots that make use of AI, for example, but rather to apply it in an integrated way to the different communication channels to create a cohesive shopping journey”, explains Borges.
With the popularization of chatbots, AI and messaging applications, there is constant growth in the conversational experiences market. Technology applications are becoming increasingly sophisticated, with companies seeking to incorporate them across all their usage channels. “Having several channels available to customers 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.
