Payments via messaging apps are already a reality in much of the world — and everything indicates that they are likely to become the primary channel for transactions in the coming years. This shift in behavior is driven by a combination of factors: increased use of chatbots, advancements in artificial intelligence, integration of payment systems into conversation platforms, and of course, the pursuit of more convenience by consumers.
“Today’s consumer wants to handle everything in the same window where they chat with friends and family. If they can schedule, get questions answered, and make purchases right there, why switch environments to pay?”, questions Mario Marchetti, General Manager of Sinch for Latin America, a leading company in cloud conversational communication solutions.
The proposal of payments through chatbots, or conversational commerce, is precisely this: allowing the customer to have the entire buying journey within the same messaging app. From assistance to after-sales, through offers, recommendations, and payment, everything happens in a single conversational flow.
Platforms like WhatsApp, Instagram, Messenger, and Telegram already offer integrated solutions. In Brazil, WhatsApp Pay has gained strength with the Central Bank’s approval for payments between companies and customers — allowing the use of Pix, credit, and prepaid.
According to Marchetti, this change represents a leap in the consumer experience. “With fewer steps, fewer frictions, and more personalization, conversion rates increase, operational costs decrease, and customers leave more satisfied.”
State-of-the-art security protects users and companies
Many consumers prefer to pay directly on apps like WhatsApp or Instagram, where they feel safer, than being redirected to external sites. The simple fact that a new window opens for payment can generate mistrust, especially when the user does not recognize the site or fears fraud. This type of friction tends to reduce conversion rates and trust in the brand.
The adoption of these systems is accompanied by robust investments in security. “User trust is the most important factor in this environment,” emphasizes the executive from Sinch.
Among the technologies used to protect consumers are:
- End-to-end encryption: protects the data exchanged in conversations and transactions.
- Tokenization: replaces actual card data with codes that cannot be reused.
- Multi-factor authentication (MFA): requires password, PIN, or biometrics to authorize payment.
- Regulatory compliance: such as LGPD in Brazil and international standards like PCI DSS.
Verified brands within messaging apps convey more credibility and eliminate unnecessary steps — simplifying the process and strengthening the relationship with the consumer. “Offering a seamless and secure experience is essential to maintain customer confidence and loyalty,” reinforces Marchetti.
These layers of protection are especially crucial in markets like Brazil, where WhatsApp is used by over 90% of the connected population, according to Statista.
In addition to enhancing the customer experience, payments via chatbot offer operational gains for companies. It is possible to automate steps, reduce the dependence on call centers, and expand service capacity.
At the same time, this modality promotes financial inclusion: millions of people who do not have a traditional bank account but use smartphones can now access services, make purchases, and pay directly through applications.
“Companies of all sizes, ranging from large networks to micro-entrepreneurs can benefit from this technology. The barrier to entry is low, and the return is usually quick,” Marchetti reinforces.
Example in the health sector: the case of the Mexican Salud Digna
A good example of how these payments can transform entire sectors comes from the Mexican network Salud Digna, which implemented payments via WhatsApp and in a few months, the results were significant:
- Adoption of the channel grew by 273%;
- 44% of appointments started being paid directly through WhatsApp;
- The institution was able to serve 33% more clients than through the call center;
- High complexity exams, such as MRI and CT scans, are now paid for and scheduled in the app itself.
“The health sector, which is traditionally more rigid in innovation, is seeing the real benefits of the conversational model,” comments Marchetti.
GenAI and the future of payments
The advancement of Generative Artificial Intelligence (GenAI) also promises to expand the potential of payments through chatbots. Technologies like ChatGPT are already testing AI-assisted shopping experiences, providing product suggestions, personalized responses, and even transaction completion with the support of partners like Stripe.
The global market for generative AI applied to e-commerce, which was valued at $2.58 billion in 2023, is expected to exceed $18.8 billion by 2032, with an average annual growth rate of 24.3%, according to Precedence Research. The expectation is that solutions like AI will detect frauds in real-time, personalize offers, and reduce costs with customer service.
Payments through chatbots represent more than just a convenience. They are a natural evolution in the path of integration between customer service, marketing, sales, and payment, all within the channel where the consumer is already active.
“The great revolution is not only technological, it is a mindset shift. It is to understand that conversations are the new point of sale,” summarizes Marchetti.
