With over a billion daily users, WhatsApp is one of the largest messaging services in the world. The platform now aims to become a mobile-first communication channel for businesses, as evidenced by the recent announcement of new services that would let brands of all sizes engage users at scale.
As messaging explodes in APAC markets, small businesses leverage messaging apps like WhatsApp and WeChat as marketing channels to share offers, promotions and product updates. Some larger brands use WhatsApp as a customer engagement channel, delivering appropriate content to their audiences and even providing “concierge services” and recommendations. For instance, Hellmann’s pairs consumers with chefs who offer recipe recommendations based on the contents of the consumer’s fridge.
WhatsApp has also ramped up its roadmap with Snapchat-esque functionalities such as filters and statuses, offering multiple content formats for brands to engage users globally with marginal investments. Following the rollout of business services, the platform could potentially also include advanced analytics to measure the ROI of initiatives, similar to sibling company Instagram.