Messages sent via WhatsApp are delivered 9 times out of 10 and are opened by 98% of recipients, with response rates between 45% and 60%, while emails see open rates of 20% to 25% and click-through rates of less than 3%, according to data published by the Retainful platform.
The analysis of the platform highlights that the difference in prices is linked to the frequent use of the application throughout the day – a tool that allows two-way communication and therefore a natural openness to relationships -, while e-mail is perceived as more formal and less immediate.
Frederico Groth, CEO of business management platform WhatsApp Zapper, says the difference reveals the new model of interaction with consumers. “Today’s consumer lives at a pace of immediacy. To capture their attention, the business must be on a channel they constantly access. People prioritize channels that are central to their routine.”
For the executive, WhatsApp has eliminated the barriers that exist in other means of communication. “Unlike email, which involves formality and low frequency of use, and SMS, which comes with fees or notifications, WhatsApp offers a simple experience with features that serve both personal users and business accounts.”
The challenges of using Whatsapp in business
Groth highlights that despite the benefits, the use of WhatsApp as a business channel still faces significant challenges, mainly related to the lack of visibility, traceability and security in business conversations. According to him, the lack of control mechanisms leads to the loss of a large number of conversations between employees and customers.
“This leaves room for risks such as inappropriate language or inconsistent with company policy, inappropriate behavior, scattered important information and evidence, promises outside of service standards, loss of relevant media and documents,” details the expert.
The CEO believes that the lack of control over WhatsApp affects several areas at once. In compliance, this makes it difficult to detect deviations and prove behavior, while in service, it leads to lost history, rework, and inconsistent responses.
In business, this can harm lead tracking, follow-ups and seller performance, while in data protection, it can increase the risk of leaks and violations of the General Data Protection Act (LGPD), as sensitive information is stored on employees’ mobile phones.
Zapper offers control and intelligence features that allow you to manage and monitor WhatsApp for business. The platform monitors all employee conversations, enabling traceability of sensitive dialogues and identification of suspicious behavior. Additionally, it stores messages and media, preserving history for audits, compliance, and decision-making.
Zapper’s technology converts WhatsApp conversations into actionable insights for operations. While the tool monitors and stores all interactions, it generates intelligent reports, based on this data, that display metrics such as employee performance, lead engagement, and areas for optimization in the sales process.
According to the executive, the conversational intelligence layer with artificial intelligence (AI) analyzes message content in depth, identifying sentiments, intentions, recurring themes and hidden opportunities.
According to the expert, this makes it possible to prioritize services, understand customer behavior and transform common dialogues into real strategic information for sales, service and management.
“Without visibility and traceability, communication, which should be a strategic asset, turns into a blind spot that can generate rework, inconsistencies and even legal risks. Many managers are unaware of the extent to which these conversations reveal customer behaviors, important data for personalizing services, anticipating needs and improving processes,” concludes the CEO of Zapper.
For more information, simply visit: zapper.to/
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