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Conversational messaging has experienced an explosive growth of 91% globally in 2023.
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24.8% of customers opt for the combination of SMS and WhatsApp to communicate with brands.
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In November 2023, Apple announced that it would begin supporting RCS on its devices in 2024.
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The number of active RCS users will reach 2.1 billion worldwide by 2025
In today’s world, where technology advances at a breakneck pace, companies face the constant challenge of staying at the forefront and adapting to the changing preferences of consumers. According to a recent report by Infobip, a leader in omnichannel communications, conversational messaging has experienced an explosive growth of 91% globally in 2023, becoming an indispensable tool for brands seeking to effectively connect with their customers.
WhatsApp: The King of Business Messaging
In the realm of conversational messaging, WhatsApp stands as an undisputed monarch. With the launch of WhatsApp Flows and WhatsApp Payments, companies have discovered a world of possibilities to interact with their customers in a smooth and convenient manner. These new features allow businesses to create personalized journeys for consumers to complete tasks and make purchases without leaving the application, revolutionizing the user experience.
Before the arrival of WhatsApp payments, consumers had to go through a cumbersome process involving logging into a mobile app, authenticating themselves, and then processing the payment through an external gateway. Now, with payments integrated into WhatsApp, these steps have been eliminated, providing a frictionless shopping experience.
“Before the WhatsApp payment service, consumers had to go through several steps, such as logging into a mobile app, going through the authentication process, and then processing the payment through a payment gateway, whereas with WhatsApp payments, these steps are eliminated,” explains the Infobip report.
Beyond WhatsApp: Telegram, Line, Viber and Facebook Messenger
While WhatsApp indisputably leads the business messaging revolution, other platforms are also gaining ground as brands expand their channel usage and adopt popular applications in different regions. According to the report, significant increases have been seen in the use of Telegram, Line, Viber and Facebook Messenger, demonstrating the growing interest of companies in exploring new channels of communication with their customers.
In Latin America, the Viber platform has experienced an astonishing growth of 261%, while the use of social networks has increased by 178%, rich communication services (RCS) by 126% and WhatsApp by 62.2% in the span of a year. These figures highlight the importance of adopting an omnichannel strategy to reach consumers through their preferred channels.
Conversational AI: The Future of Customer Service
As business messaging evolves, conversational artificial intelligence (AI) is increasingly being incorporated, offering better segmentation capabilities, 24/7 availability, and effective access to information. However, Ivan Ostojić, Chief Business Officer at Infobip, warns that “although people know they are interacting with AI, they want to maintain the feeling of talking to a human being. Robotic and inflexible interactions are not appreciated.”
This observation highlights the need to develop a conversational AI that is flexible, with personality, and capable of determining when it is necessary to transfer the conversation to a human agent. The key lies in achieving a balance between the efficiency of automation and the warmth of human contact, thus providing a truly exceptional customer service experience.
“Click to Chat”: The Most Popular Option in Latin America
According to Infobip’s study, 24.8% of customers opt for the combination of SMS and WhatsApp to communicate with brands. However, to facilitate the process of initiating a conversation as much as possible, companies have adopted the “Click to Chat” option, adding links at various entry points on their websites and mobile applications.
This feature allows users to initiate a conversation with a simple click, eliminating the need to search for contact information or navigate through complicated menus. Brands that have implemented this feature have seen a significant increase in the number of inquiries that can be resolved through more cost-effective digital channels, resulting in greater efficiency and customer satisfaction.
RCS: The Future of Messaging
While WhatsApp and other messaging applications currently dominate the landscape, Rich Communication Services (RCS) technology is emerging as a promising future. This platform, backed by mobile operators and device manufacturers, offers an enhanced messaging experience with multimedia capabilities, read receipts, and group messaging, among other features.
In November 2023, Apple announced that it would begin supporting RCS on its devices in 2024, representing an important step towards the mass adoption of this technology. According to Juniper Research, the number of active RCS users will reach 2.1 billion worldwide by 2025, underscoring its growing importance in the business messaging landscape.
Leading Industries in Conversational Messaging
Infobip’s report also sheds light on the industries that have most embraced the potential of conversational messaging. Media and entertainment (51%), manufacturing (44%), and tourism and hospitality (41%) top the list, demonstrating that the adoption of these channels is not limited to a single sector.
These figures suggest that companies across various industries are recognizing the value of conversational messaging to improve customer experience, increase sales, and optimize operations.
Whether it’s for providing customer support, sending notifications, or even conducting transactions, conversational messaging has become an essential tool to remain competitive in today’s market.
Conversational messaging has ceased to be a passing trend and has become a strategic priority for companies seeking to stay competitive in today’s digital landscape. By leveraging channels such as WhatsApp, Telegram, Viber, and RCS, brands can connect with their customers in an agile, personalized, and cost-effective manner, laying the foundation for a future where instantaneous and seamless communication will be the norm.
Moreover, the incorporation of conversational AI promises to elevate the user experience to new heights, providing more efficient and personalized customer service. However, it is crucial that companies understand the importance of maintaining a balance between automation and human contact, thus ensuring a truly exceptional experience.
As conversational messaging continues to evolve, brands that adopt these technologies early and strategically will have a significant competitive advantage. In a world where customer connection is paramount, conversational messaging is emerging as the new frontier of digital marketing.
