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According to the company, already about 80% of users interact with businesses via WhatsApp on a weekly basis, and the daily number of dialogs between brands and customers reaches one billion, writes FashionNetwork. The most advanced usage scenarios have already been realized in the markets of India and Brazil, where direct payment functions have been introduced. In Europe, this segment is also showing accelerated growth thanks to interest from large retailers.
As Meta notes, this is not about replacing existing channels such as email or SMS, but rather about complementing them. However, WhatsApp’s functionality already covers almost the entire customer journey: from advertising notifications and live shopping broadcasts to returning users to incomplete purchases and post-sale service. In particular, the platform enables the recovery of up to 20% of abandoned baskets, as well as the introduction of elements of personalized service, including consultations using artificial intelligence.
One example of implementation was French brand Maison 123, which started using WhatsApp in 2025. According to the company, tens of thousands of customers have agreed to receive communications via messenger, with message open rates reaching 80% or higher. This format, according to brand representatives, forms a more trusting and emotional interaction with the audience.
Against the backdrop of these changes, companies are beginning to reconsider traditional communication tools. In particular, phone calls are gradually losing relevance, giving way to digital channels. Email still retains its position, but Meta believes that in the future, messengers will become the main tool for retaining clients and building long-term relationships.
