Everything you need to know about WhatsApp marketing

Remember the feeling of “being a regular” somewhere? No shopping experience can compare to spending money with a company that knows who you are and what you like.

In this era of accelerated digital transformation, the concept can feel like a thing of the past. The truth is, it’s not gone; it’s just changing shape. Stand-out customer experiences still hinge on creating that sense of familiarity and personalization. Now, marketers can pull it off at scale with 1:1 messaging tools, like WhatsApp.

WhatsApp marketing taps into the preferences of today’s always-on, digital-first consumer. As of 2021, WhatsApp is the most popular global messenger app worldwide. With over two billion active users, WhatsApp is more than likely where your customers connect with family, friends and maybe even your competitors across the globe.

Marketing with WhatsApp can modernize your approach to customer care, helping you create stellar experiences that people remember and repeat. Keep reading to learn more about WhatsApp marketing and its role in your social media strategy.

Why you should include WhatsApp marketing in your social strategy

You’ve likely experienced frustration caused by an impossible-to-find support center hotline.

Or the boredom brought on by a seemingly endless customer service wait time.

These common customer experience pain points used to seem inevitable. Now, people can and will avoid them.

Your customers want to connect with businesses the same way they connect with their friends and family. No special hotlines or single-use platforms. Just fast, simple and convenient messaging.

WhatsApp marketing supports seamless customer experiences, encouraging retention and even evangelism. If you’re still on the fence, here are three prime reasons you need to include marketing with WhatsApp in your social media strategy:

It’s how you’ll beat your competition

As I said above, customers can and will avoid disjointed customer experiences. In fact, consumers say brands should make personalized customer service their #1 social media priority in 2025, according to the latest Sprout Social Index™.

With WhatsApp, your brand can secure a competitive edge that makes a measurable difference on your bottom line. A WhatsApp Business account allows you to set up messaging tools that guarantee quick response times with less effort. When almost three-quarters of consumers expect a response in less than 24 hours, speed is what will make your business stand above its rivals.

It’s where your customers are most responsive

WhatsApp marketing open rates are much higher than traditional email open rates. In fact, many estimate they're on par with SMS marketing open rates, hovering somewhere around 90%.

This responsiveness opens the door for more meaningful interactions that go beyond support requests. Now, customers are using social messaging to ask questions about products, provide feedback, and give shout-outs. These behaviors empower your social media and customer care teams to act as digital sales floor associates, giving them real-time influence on purchasing behaviors.

It’s the future of commerce

According to Meta’s Head of Messaging Developer Partnerships, Martha O’Byrne-O’Reilly, messaging is here to stay. She believes this influx of 1:1 messaging, combined with social commerce, is creating a new wave of what’s known as conversational commerce.

“[Conversational commerce] encapsulates the full range of reasons people chat with businesses, from asking about store hours to booking appointments, tracking deliveries and resolving issues,” says O’Byrne-O’Reilly. “And it’s happening in all the places where people are spending time online, which is predominantly social and messaging platforms.”

New technologies, like machine learning, chatbots and messaging, are ushering in a new era of customer experience. In fact, 77% of consumers say they're more likely to buy from a brand if they could browse or get questions answered via messaging. Building WhatsApp marketing into your social strategy today can help future-proof your marketing strategy for tomorrow.

The 3 best WhatsApp marketing examples we’ve seen (so far)

A quarter of the world’s population, mainly in Latin America, Asia and Europe, use WhatsApp. It’s no wonder brands from those regions lead the pack when it comes to stand out WhatsApp marketing strategies.

If you’re planning to roll WhatsApp into your social marketing strategy, here are three brands you can look to for inspiration:

1. World Health Organization

In March 2020, the World Health Organization launched dedicated COVID-19 WhatsApp hotlines to service users in seven languages.

Users can access the hotline by messaging a location-specific number via WhatsApp. They’re then given several prompts to pick from for more information on the disease, vaccines and more.

This automated chatbot provides users with a solid middle ground between self-service and live support.

2. Lidl

Lidl, an international food retailer specializing in discount goods, has been riding the WhatsApp train since May 2020.

Initially, in response to the pandemic, the brand created a “Quiet Time” chatbot that allowed shoppers to check store capacity before heading over to shop. Now, Lidl has rolled out a full scale customer care strategy on the platform to provide a seamless support experience to their shoppers.

The company uses the platform to provide instantaneous support with automated greeting messages. When a customer sends a question or request, they get a message thanking them for their business. The message also shares that a live support agent will be with them shortly.

3. KLM Royal Dutch Airlines

Flight information typically lives in two different places: in a password-protected account or somewhere in an email. Neither of these options are particularly helpful when you’re speeding to the airport, trying to catch a flight. KLM is using WhatsApp to provide their passengers with something better.