Why are businesses turning to WhatsApp for marketing communications?

WhatsApp is used by more than two billion people in over 180 countries. So it’s little wonder businesses are keen to tap into this growing audience.

2 billion+ WhatsApp users worldwide.

While SMS remains the most popular messaging channel worldwide, WhatsApp offers a much richer, more dynamic platform for joined-up marketing interactions. This includes out-of-the-box support for high-resolution multimedia, interactive one-touch buttons, and suggested replies.

Plus, business messages in WhatsApp offer a competitive open rate of 58%—and that rises to 70% when messages are personalized and delivered in response to timely, contextual actions.

In this article, we’ll unpack what makes WhatsApp such an effective marketing tool, and how to use it to maximize customer engagement and drive competitive advantage.

WhatsApp features that enhance business communications

A major advantage offered by WhatsApp is its consumer-friendly features and rich messaging tools.

End-to-end encryption: Protect customers and keep your data secure with end-to-end encryption built into every conversation.

Verified business profiles: Build a recognizable profile with a verification checkmark to help customers recognize you as an authentic contact. You can also add your business contact information for faster access to your support services.

Rich multimedia messaging: Enhance your customer interactions with high-resolution multimedia—including image carousels and video cards—that let customers browse and engage with your goods and services without leaving the chat window.

Interactive features: Streamline the customer journey with customizable one-touch action buttons—such as ‘add to order’—and suggested replies. You can also track engagement in real time with live message delivery and read receipts.

Together, these features can help you create compelling campaigns that deliver timely value, offer intuitive support, and keep customers engaged.

How to use WhatsApp to drive marketing success

Inspire your messaging strategy with these high-impact WhatsApp marketing examples:

Exclusive customer offers

Share exclusive and personalized offers that customers can redeem instantly or save for later using in-app action buttons, such as ‘Add to Wallet’. WhatsApp’s rich messaging features also mean you can add images and branding, further enticing your customers.

Sales and promotions

Integrate WhatsApp with your back-office systems—such as your CRM and e-commerce platform—to advertise sales and share personalized promotions based on live shopping behavior and customer engagement histories.

Product launches and updates

Like with sales and promotions, you can notify customers about new product launches in response to their purchase history. You may also use automated WhatsApp messaging to inform customers when an old favorite is back in stock or scheduled to be delisted.

Repeat purchase and cross-selling opportunities

If you sell everyday goods or offer subscription services—such as for household goods, cosmetics, or nutrition—WhatsApp is ideal for reminding customers when they may be running low. You may also suggest relevant products that customers can browse and enquire about in-channel to help drive cross-selling.

Customer re-engagement

Apply customer data to personalize messaging and keep customers engaged. For example, if a customer leaves a product in their basket without checking out, you can automate a gentle reminder through WhatsApp with the option to revisit the transaction there and then.

WhatsApp use cases to support your wider business

In addition to marketing, WhatsApp is an effective tool for utility, authentication, and customer service interactions.

With utility communications, you can set up automated notifications to confirm purchases and keep customers updated on the shipping and delivery of products. Plus, you can send interactive appointment reminders with suggested replies to help customers confirm or cancel their appointments with ease—reducing the chance of no-shows.

WhatsApp is also a useful way to increase your security with two-factor authentication. You can deliver one-time passwords from your verified account using WhatsApp’s end-to-end encrypted messages, so your customers get an extra layer of security when they create an account or log into their profile.

What’s more, you can pre-populate automated replies to frequently asked questions— freeing your staff more time for value-adding tasks. You may also share satisfaction surveys that customers can complete in-channel, helping you find new ways to improve the customer experience.

WhatsApp delivers appropriate communications – no matter your industry

Whether you operate in retail, healthcare, or another industry, WhatsApp can enhance your customer communications.

• Retail businesses can boost engagement with personalized offers, real-time support, and in-app purchases—giving customers everything they need.

• Healthcare businesses can deliver simple, one-click appointment confirmations and notifications for intuitive health management.

• Recruiters can send personalized job alerts to candidates and keep them updated on the entire recruitment journey.

• Finance institutions can use two-factor authentication and timely security alerts to keep customers secure.

• Estate agents can have open two-way conversations with clients to answer inquiries or concerns. And quick reply buttons deliver a seamless way to confirm property viewings.

• Educators can keep parents updated about important school announcements, share student progress, and request permission slips all in one app.

How to start using WhatsApp for richer customer communications

Webex Interact is an online messaging platform designed to help you connect with, and engage, your customers through SMS and WhatsApp.

Getting started with WhatsApp for business is quick and simple—all you need is a phone number on which you can receive one-time passwords and a Facebook login. We also offer flexible, pay-as-you-go pricing with no contracts or hidden fees. And with separate prices for each messaging category, you only pay for what you use, whether that’s:

• Utility conversations related to specific actions a customer has already agreed to, like order updates or shipping notifications.

• Authentication conversations to send messages that help verify a customer's identity.

• Marketing conversations about sales, new products, or information you want to share with customers.

Create an account and start sending richer customer communications today.