Over recent years, WhatsApp has transformed from a simple messaging app into a vital communication tool for businesses across the globe. With over 2 billion monthly active users according to Statista, its power to engage and connect businesses with their customers has become clear.
For businesses today, using WhatsApp is about creating a dynamic, customisable, and secure communication experience that caters to modern customer expectations, moving beyond sending messages.
As customer demands evolve, companies must adopt a more strategic approach, one that fully embraces WhatsApp’s features, from branded profiles to AI-powered automation. Failing to innovate in this space means losing the opportunity to build meaningful relationships, increase trust, and drive conversions.
The Rise of WhatsApp as a Business Communications Tool
WhatsApp’s journey from being a personal messaging platform to a key business channel has been impressive. The introduction of WhatsApp Business Platform, and its advanced features has allowed companies to create dedicated business profiles, connect directly with customers, and provide real-time support.
The most successful companies today understand that WhatsApp is not just about maintaining communication, but about creating an experience that is tailored to the individual customer. By strategically leveraging WhatsApp’s features, businesses can offer more than just a transactional exchange and build lasting relationships that foster loyalty and drive long-term success.
Going Beyond Basic Messaging
The idea of simply sending messages through WhatsApp is outdated. In a world where consumers are bombarded with information from every direction, businesses must stand out by offering something unique and valuable.
With branded business profiles, companies can present a professional image, share important information such as opening hours and locations, and even offer a direct way for customers to reach them via text, voice, or video calls. Branded profiles allow businesses to build trust, credibility, and recognition, all of which are crucial factors in an increasingly crowded market.
Multimedia messaging allows businesses to deliver content in a more engaging and informative way. Sending images, videos, and voice messages can convey messages that text alone cannot. For example, a business could send a video demonstrating how to use a product or a personalised voice message addressing a customer’s concern directly. Multimedia messaging not only makes communication more engaging but also helps businesses present a more human side, allowing customers to connect on a deeper level.
However, while multimedia messaging and branded profiles enhance engagement, businesses must also consider how they manage their communications.
Harnessing the Power of AI and Automation
As customer expectations continue to evolve, businesses are increasingly looking toward AI and automation to streamline their operations and provide better customer service. WhatsApp, with its integration capabilities, has become a prime platform for AI-powered chatbots and automation tools. These technologies allow businesses to handle customer inquiries quickly and efficiently, without the need for constant human intervention.
Businesses can use WhatsApp automation to send personalised messages based on customer behaviour, which can be triggered by a variety of factors, such as a customer abandoning their basket before checkout or visiting a specific product page. This enables businesses to follow up with targeted messaging that encourages conversions and keeps customers engaged.
AI-powered chatbots can also provide instant responses to common customer queries, allowing businesses to offer 24/7 support without overwhelming their staff. These chatbots can be programmed to understand natural language, respond to a wide range of questions, and even escalate complex issues to human agents when necessary. This ensures that customers always receive the help they need, when they need it, without long wait times.
Additionally, AI-driven tools can analyse customer interactions to gather valuable insights and businesses can use this data to improve their communication strategies, customise their offerings, and enhance the overall customer experience. The combination of automation and AI enables businesses to create a more efficient and scalable communication model that meets the needs of today’s digital consumers.
The Importance of Personalisation
Personalisation is one of the key pillars of effective WhatsApp marketing. In a world where consumers are inundated with generic ads and mass messages, those messages which are personalised or customised stand out. Put simply, customers are no longer satisfied with a one-size-fits-all solution and they want businesses to understand their unique needs, preferences, and behaviours.
WhatsApp provides businesses with the opportunity to deliver these highly personal experiences by leveraging customer data. By integrating WhatsApp with customer relationship management (CRM) tools, businesses can track customer interactions and tailor their messaging accordingly.
However, personalisation doesn’t begin and end with product recommendations as businesses can also offer tailored customer support. By having access to an individual’s purchase history, preferences, and previous interactions, support agents can provide more relevant solutions and resolve issues more efficiently.
A customised approach makes customers feel heard and understood, strengthening the relationship and increasing the likelihood of repeat business.
Interactive Customer Journeys
As digital interactions evolve, the challenge for businesses is not only how to use WhatsApp but how to create interactive and engaging customer journeys.
A static, one-time message is no longer enough to drive meaningful engagement. Today’s customers expect dynamic, interactive experiences that can guide them through a series of steps toward a desired outcome, whether it’s making a purchase, booking a service, or signing up for a newsletter.
Interactive features like quick replies, buttons, and surveys allow businesses to design engaging, multi-step conversations that lead customers seamlessly through their journey.
For example, a customer may start a conversation with a business by asking about a product, and the business can respond with a series of questions to help narrow down the customer’s preferences. Once the customer has selected the product they want, the business can provide payment options, delivery details, and even offer after-sales support, all within the WhatsApp interface.
These interactive experiences keep customers engaged and provide them with the information they need in a format that’s easy to navigate. By guiding customers through this journey, businesses can increase conversions, improve customer satisfaction, and foster long-term loyalty.
Staying Ahead of the Curve
As digital communication channels continue to evolve, businesses that fail to innovate risk falling behind the competition.
The pace of technological advancements means that businesses must be proactive, not reactive, in adopting new strategies. WhatsApp offers a powerful platform for businesses to engage customers in a way that is both personal and efficient.
However, simply using the app isn’t enough. To truly maximise its potential, businesses must embrace the latest advancements in automation, AI, and interactive features. By doing so, they can build stronger relationships with their customers, increase conversions, and ensure long-term success in an increasingly competitive digital landscape.
The businesses that thrive in the future will be those that take the time to evolve their WhatsApp marketing strategies, staying ahead of the curve and meeting the ever-changing demands of their customers. The future of customer communication is here, and businesses must be ready to embrace it.
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Richard Hanscott, CEO of business communications specialist Esendex.
Richard Hanscott is CEO of business communications specialist Esendex. He joined the business in 2020 after extensive experience leading change in the technology, media and telecoms sector. Richard is focused on making business communications brilliant by developing the next generation of messaging services to serve the fast-growing global market.