Do customers want to mix WhatsApp with business communications?
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In the digital landscape of 2025, feature-rich messaging platforms like WhatsApp have transcended personal use to become key tools for businesses looking to connect with customers. With over 2 billion active users globally and 60 billion messages sent every day, WhatsApp is no longer just a way to stay in touch with friends and family - it’s a space where brands can engage with customers, resolve queries, and even drive sales. But, the question remains: Do people actually want to mix WhatsApp with their business interactions?
The case for WhatsApp in business communications
Convenience and familiarity
One of WhatsApp’s strongest selling points is its popularity and ease of use. Most people already have the app installed and know how to use it, making it a low-friction option for businesses to speak to their customers. Unlike email, WhatsApp allows people to engage in instant, real-time conversation, with less formality and focus than a phone call. It's available on mobile and desktop, making it even easier for customers to access.
Personalised interactions
WhatsApp is incredibly feature-rich in a way that other communication channels often lack. The ability to send multimedia messages, voice notes, and even emojis enables businesses to craft highly tailored and engaging interactions. For instance, a fashion retailer might share outfit recommendations via WhatsApp, complete with photos and links to purchase.
Rapid support
WhatsApp’s immediacy is a game changer for customer service. Customers can ask questions or resolve issues without wasting time being stuck on hold or being passed around departments. Features like automated replies and chatbot integration make it easy for businesses to manage queries at scale while still offering a responsive experience.
Safe and secure
Privacy and scam risk are major concerns for customers, so WhatsApp’s end-to-end encryption provides a sense of security that other channels might not offer. This makes it particularly appealing for industries that handle sensitive information, like healthcare or financial services. WhatsApp also facilitates verified profiles, meaning people can trust their sender is who they say they are.
The potential drawbacks
Blurring of boundaries
Not all customers are comfortable with mixing personal and business communications on a platform they primarily use for private conversations. Some may find it confusing or intrusive to receive promotional messages or service updates via a channel they aren’t used to. Giving customers the option to opt-out is essential.
Over-communication risk
One of the biggest concerns about business use of WhatsApp is the potential for spam. Businesses must tread carefully to ensure they’re adding value rather than overwhelming customers with frequent or irrelevant messages.
High expectations
While WhatsApp enables quick communication, it also creates an expectation of instant responses. For businesses without the resources to staff 24/7 customer support, this could lead to frustration on the customer’s end, so adding an automated message to manage this is an important step.
Complex scalability
Despite its advantages, WhatsApp’s one-to-one communication model can be challenging to scale for larger businesses. While tools like WhatsApp Business API do help, they come with added complexity and require help from experts. That’s where we come in!
What do customers actually want?
The answer largely depends on the customer segment and the nature of the interaction. Research suggests that customers are generally very open to using WhatsApp for business communications if it’s done thoughtfully and adds genuine value. One LivePerson survey revealed that 71% of consumers say they'd be more likely to do business with a company that allows them to message rather than call. Interestingly, the youngest group of people asked (18-24 years of age) were just as likely to want messaging options as the oldest group (65 and older) which challenges stereotypes on digital adoption, with 82% of both groups wanting to message with brands.
The integration of WhatsApp and other new messaging channels into business communications is not just a passing trend. It reflects the growing demand for tailored, convenient, and secure interactions. While not all customers may be on board with mixing WhatsApp and business, a thoughtful approach can help businesses tap into their potential without alienating their audience. By respecting boundaries and delivering value, businesses can transform WhatsApp into a powerful tool for engagement and loyalty.