WhatsApp used to be the app that Americans re-downloaded every time they went on vacation so they could message with internet data instead of cell service while roaming. However, since being acquired by Facebook in 2014, WhatsApp has become the world's most popular messaging app, with over 2 billion active monthly users. With several of our partners supporting WhatsApp integrations and summer travel in full swing, we thought it would be a good time to look at these integrations and reflect on how WhatsApp is continuing to expand its reach and prove its use cases for lifecycle marketing.

Initially, it gained popularity outside of the United States internationally, but it has seen a steady rise in the US in recent years, where its users increased by 9% in 2023 (according to Apptopia).

WhatsApp has been growing in the US with focused efforts, such as:

• Being Android-friendly: Apple's non-competitive ploy to purposefully hinder iMessage compatibility with Android and other devices made WhatsApp a great alternative.

• Providing better consumer privacy protections vs. SMS: WhatsApp targeted SMS's lack of end-to-end encryption in their first American advertisement campaign titled “Doubt Delivered,” which launched during the NFL's AFC Championship Game in January 2022.

• Connecting businesses with customers: They followed up on their ad campaign a few months later with the release of their cloud-based business API, which opened the door for marketing technology integrations with our cross-channel engagement platform partners.

WhatsApp's Expanding Reach

Access to WhatsApp's 2-billion-and-growing user base provides businesses with a new avenue to connect with a large portion of their customer base that offers unique advantages over traditional SMS. WhatsApp offers ideal utility for messaging with multimedia support, functional group chats, and broadcast lists to “BCC” a message to a group of recipients. WhatsApp's ability to reach customers projects to continue growing:

• WiFi Availability: As the infrastructure for WiFi availability continues to expand, with guest access on public transport, in restaurants and other businesses, and even on the moon—so too does WhatsApp's “network.”

• Emerging Economies: With its largest customer bases in India and Brazil, WhatsApp offers businesses an opportunity to stay connected with customers worldwide and discover their market niche.

• Reduced Clutter: Communication through traditional channels has become oversaturated with spam in your email inbox, constant political donation texts, and AI-generated phone calls. WhatsApp presents a fresh, non-intrusive channel to reach your customers while avoiding filters.

‍WhatsApp's Integration in Lifecycle Marketing

WhatsApp's release of their cloud-based Business API in 2022 opened the floodgates, with the app's business users increasing by 122% that year and continuing with an 80% increase in 2023 (according to Apptopia). For businesses looking to get the most out of their WhatsApp communications, connecting their WhatsApp Business account to a lifecycle marketing platform enables the creation, management, and sending of WhatsApp messaging campaigns just like email, SMS, or push notifications:

• Braze: Braze launched their native WhatsApp channel in 2023 and has continued to focus on enhancing its capabilities. In their June 2024 product update, Braze added support for phone number migration between different business accounts and message customization using SMS Liquid properties in Braze Canvas.

• Iterable: Iterable announced in their Product Keynote and Showcase at Activate Summit 2024 that full WhatsApp compatibility is coming in Q4 2024. As Iterable said, “We understand the value of having your messaging, all your performance insights across your multi-channel campaigns in one place with Iterable so you can know what resonates with your U.S. audience, your European, your mobile users. [Therefore,] Iterable is adding WhatsApp as a channel.”

• Customer.io: Customer.io allows users to send WhatsApp messages through their native Twilio integration, or by sending webhooks to API-capable partner platforms like Dexatel or MessageWhiz.

• Klaviyo: Similar to Customer.io, Klaviyo can also be connected to WhatsApp through third-party integrations like Hello Charles. These integrations allow marketers to run WhatsApp campaigns within workflows like traditional lifecycle marketing channels.

WhatsApp Use Cases in Lifecycle Marketing

Utilizing WhatsApp as an additional channel to connect to customers mirrors strategies used with SMS. Both channels boast high read rates due to their personal nature, often being primary tools for interpersonal communication. Therefore, delivering content that delights customers becomes crucial, because customers have less tolerance for irrelevant content received via WhatsApp compared to email. Key types of messages and effective uses of the channel include:

• Personalized deals: Utilize user preference data to send tailored offers based on usage or purchase history, enriched with details like the customer's first name. WhatsApp messages support dynamic parameters just like email, SMS, or push notifications, enabling any message to be unique to the end recipient.

• Time-sensitive deals: Highlight occasions with associated offers like Labor Day, Back to School, or major sporting events.

• Price drops on relevant products: Notify customers about discounts on previously purchased or favored items.

• Purchase order and delivery updates: Keep customers informed with updated details on their purchases and shipments, ensuring transparency and peace of mind throughout the delivery process.

• Customer success check-ins: Engage in conversational experiences, such as checking satisfaction post-purchase, with support from chatbots to prompt reviews if they rate the product highly.

Colombia-based on-demand delivery startup Rappi used Braze to test if sending a WhatsApp message in addition to a push and email would help their customer re-engagement campaign. The group that received a WhatsApp message saw a massive 80% increase in users who made purchases. Their test also saw a 28% increase in users who reactivated and made 1 purchase within 30 days, and a 43% increase in users who reactivated and made 2 or more purchases within 30 days.

WhatsApp is a promising channel for businesses to explore, especially if they have an international audience, or if they're trying to cut through the spam filters and have a two-way conversation with loyal customers. To discuss how WhatsApp can be incorporated into your lifecycle marketing strategy, set up a free consultation with us.