Customer interactions over WhatsApp up 80% in a year

Chat apps including WhatsApp have become an essential part of the customer service experience, with customer communications interactions over the messaging service up 80% in the last year, according to research from Infobip.

An analysis of communications interactions on the Infobip platform found that rich communications suite (RCS) interactions also increased by 62% in the first half of 2022 compared to the same period in 2021.

Growth in use of WhatsApp was particularly strong in sectors including banking and finance (134%) as well as retail and e-commerce (104%). Meanwhile, in the telecommunications sector, RCS interactions surged by 1063%.

But at the same time, interactions over more traditional digital channels are also growing, with total SMS interactions up 75% and email interactions up 91%.

Infobip Chief Business Officer Ivan Ostojić said the research shows that conversational customer experiences are quickly becoming the new normal.

“Customers don’t want a one-way interaction with a brand. They want a conversation — whether for support, sales or marketing. But as our data shows, to meet customer needs, businesses and brands must first embed global real-time omnichannel communications,” he said.

“When omnichannel communications are in place, businesses can create meaningful relationships with their customers on their preferred channel at any point in their journey, helping boost loyalty and ultimately sales.”

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