WhatsApp has established itself as one of the main communication tools between companies and consumers in Brazil. Whether for customer service, sending promotions, or closing sales, the application offers agility and proximity. However, in 2024, the channel also became the focus of growing concerns about digital security.
According to a recent survey by Febraban (Brazilian Federation of Banks), WhatsApp scams were the most commonly practiced against bank 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 conducted by the DataSenado Institute reveals that 24% of Brazilians over 16 years old were victims of cyber crimes in the past 12 months — equivalent to over 40 million people.
In this scenario, the use of WhatsApp by companies requires more than a digital presence: it demands credibility. To turn the application 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 show that they are legitimate and secure — not just say,” says Pólen Kuhnen, Country Manager of the company in Brazil.
The specialist states that the “maturation” process for a more secure application includes steps such as seal certifications and authenticity validations that validate the company’s identity, verification protocols that ensure communication integrity, use of integrated platforms that allow control and tracking of interactions, and continuous training of customer service teams to deal with suspicious situations.
“These are elements that create a more protected, transparent, and efficient buying journey. When the customer feels secure, they are more likely to stay and purchase with confidence,” he 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 advantage. Companies that invest in digital security and authenticity gain space amid competition and build lasting relationships with their audiences.
“Ultimately, digital security is about people. And people buy from those they trust,” he concludes.
