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Why Did WhatsApp Become so Popular?

By Daniel Bilbao - Truora Inc.
CEO

STORY INLINE POST

By Daniel Bilbao | CEO - Thu, 11/10/2022 - 15:00

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WhatsApp was launched in January 2018 and  now, more than 5 million businesses are using the platform to grow their businesses, support customers, and serve their communities around the world. 

People use WhatsApp to communicate with friends and family, get updates from community organizations, and to connect with brands and businesses. It is the most popular messaging app in the world and the messaging market leader with more than 2 billion users across 180 countries. 

With 64 percent of the Latin American region’s population using the messaging app, WhatsApp will give you the best chance of success. The app has become a ubiquitous tool across Latin American, and is only becoming more vital with the rapid digital transformation of many businesses.

Across Latin America, WhatsApp is being increasingly used by businesses big and small to provide customer service, make sales, take bookings, and more. Its usage is so integral to hundreds of millions of people’s lives around the world, an update to its privacy settings forced a damage limitation exercise to reassure people who used the app that their private information was safe and even delayed the deadline for agreeing to the new update.

Communication on WhatsApp, launched in 2009, has been encrypted since 2016, which affords the app an aura of security and trust, and further distinguishes it from mainstream platforms that have been shown to compromise user privacy. However these claims must be measured against countering arguments. Research has shown that WhatsApp’s end-to-end encryption is performative rather than being a core value of the company.

Encryption does not necessarily mean that Facebook, which now owns WhatsApp, is not in a position to collect data from the app. Despite the perception that end-to-end encryption means that surveillance is limited on WhatsApp, it also means that content circulates in a manner largely unregulated and unmoderated by the platform, because as WhatsApp becomes an increasingly important channel for the dissemination of news (and meme culture) so does it play an important role in facilitating “information disorder,” the spread of misinformation, disinformation, and malinformation in closed groups not subjected to any kind of platform moderation,  but that is also why it is popular. 

Let's talk a little bit about Mexico in particular. Mexicans are strong consumers of popular products. They are more familiar with it, and not with messaging apps like Telegram or Signal. For those who know them, Mexicans will not be using another messaging app because often another app’s interface is more complex than WhatsApp or because they don't have enough contacts in other messaging apps. WhatsApp is also a free messaging app and easy to use. For these reasons, Mexicans will keep using it.

WhatsApp features that attract users: 

  • Instead of paying for an international phone plan to connect with family members and friends, WhatsApp offers free texting and calling. All you need is access to your app store where you can download it for free.

  • With 2 billion users or more across 180 countries, WhatsApp is the most popular messaging app in the world and the messaging market leader in Latin America, outperforming competitors Facebook Messenger and WeChat.

  • Since the launch of WhatsApp Business in January 2018, more than 5 million businesses have started using the platform “to support customers, grow their businesses, and serve their communities all over the world,” according to WhatsApp. The tool has taken off especially in markets where WhatsApp is the communication platform of choice.

  • The lack of competition among carriers as mobile costs in Latin America have consistently been some of the highest in the world.

  • Latin American communities would more likely use free social media platforms for international communication.

Because of this, WhatsApp has broken through with its free services and provided a distinct opportunity for businesses. With such a high level of usage among Hispanics on WhatsApp, businesses are exploring how they can employ that in their business operations and digital strategy.

Here are some uses for your WhatsApp marketing strategy:

  • Customer service inquiries: WhatsApp could provide a quick, affordable communication platform instead of using phone plans that could be costly to both seller and buyer.

  • Personalized interactions: Maintaining loyal customers by reaching out to customers 1:1 can be key. With WhatsApp, you will have an easier time connecting with your customers through a more personalized interaction.

  • Build strong relationships with customers: 1:1 live conversations 

  • Boost sales by sending promotional messages on WhatsApp.

  • Excellent customer support: WhatsApp gives businesses the flexibility to enhance their customer support with a WhatsApp Business API platform.

  • Improves relations and connectivity: WhatsApp allows businesses to personalize their conversations with customers.

  • Increases conversion rates up to 7x: WhatsApp helps businesses increase their conversions by up to +100 percent by reaching out to customers with the latest offers and customized messages.

  • Lowers cost of marketing: WhatsApp is highly affordable. It costs close to nothing in comparison with the ROI you can achieve with this marketing channel.

  • Employee communication: Organize social media platforms by having a set application for communication in and outside of work. WhatsApp could be used for personal business between employees. 

  • Feedback: Use WhatsApp to obtain feedback from customers. Customers could message in their thoughts of products for your business to see what it could improve or continue doing.

These are just a few ways your business could use WhatsApp for marketing purposes. Overall, the vast popularity of WhatsApp in Latin America makes it a top social media platform to conduct business for its affordability and quick service. 

Photo by:   Daniel Bilbao

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