Thought Leadership Series

The Growth of WhatsApp: What this Channel can bring to your Contact Center

WhatsApp contact center

In today's fast-paced digital world, customer expectations are constantly evolving. As a result, contact centers must adapt and expand their communication channels to meet these changing demands. One platform that has gained immense popularity and proven to be a game-changer in the realm of customer service is WhatsApp.

With over two billion active users worldwide, WhatsApp is the most popular messaging app in over 100 countries and has emerged as a powerful tool for contact centers to connect with customers. As this platform experiences a tremendous period of growth, it’s an opportunity not to miss for contact centers seeking to provide the best customer experience. In this blog post, we will explore why contact centers should incorporate WhatsApp as a contact channel, highlighting the numerous benefits and diverse use cases it offers.

Benefits of WhatsApp for Contact Centers

Widespread Adoption and Growth Potential

WhatsApp boasts an enormous user base, making it a prime platform for reaching a broad audience. As of June 2023, WhatsApp had approximately 2.78 billion unique active users worldwide, up by over 12 percent compared to the corresponding month in 2022. By 2025 it is estimated that over 3.14 billion people will be using WhatsApp, showing the opportunity for contact centers is only growing. Brands not utilizing the platform are increasingly missing out on a channel more and more of their customer base wish to use for customer support. In fact, Whatsapp Head, Will Cathcart estimated that 175 million people per day already send messages to WhatsApp Business Accounts. Many people are already familiar with the platform and by implementing WhatsApp, brands are accessing an ever growing pool of customers.

Real-time Engagement

WhatsApp enables real-time communication, allowing contact centers to respond promptly to customer inquiries and issues. In fact, 71% of consumers (age 16-24) believe that a quick response from a service team can drastically improve their customer experience. This instant interaction not only enhances customer satisfaction but may also lead to higher customer loyalty.

Multimedia Support

Unlike traditional channels like phone calls and emails, WhatsApp supports multimedia content such as images, videos, and documents. This feature enables contact centers to share visuals, product information, and troubleshooting guides, enriching the customer experience and increasing comprehension. Likewise, customers can send images and files with agents to give them a clearer picture of issues/queries to be dealt with.

Automation Potential

Through the use of chatbots, many conversations in WhatsApp can be automated. Contact centers can leverage AI-driven chatbots to handle routine inquiries and provide instant responses, freeing up human agents to focus on more complex tasks. This not only enhances efficiency but also extends service availability to 24/7.

Increased Agent Efficiency

WhatsApp customer service can significantly boost agent efficiency for contact centers. The platform allows agents to handle multiple conversations simultaneously, thereby optimizing resource allocation. Moreover, WhatsApp's text-based nature often results in shorter and more concise interactions, further reducing time agents spend on each contact. It is estimated that chatbots, including WhatsApp Chatbots, will save consumers and businesses over 2.5 billion customer service hours by 2023.

Secure Customer Interactions

The WhatsApp Business Platform features end-to-end encryption and two-step verification. It works with businesses to help them remain compliant to regulations. This enables businesses to have secure conversations with their customers across the whole customer journey.

Best Use Cases for WhatsApp in Contact Centers

There are various use cases that illustrate how contact centers can harness WhatsApp to deliver exceptional customer service:

Providing High Quality Customer Support

One of the primary use cases for WhatsApp in contact centers is providing customer support. Customers can reach out to contact centers via WhatsApp to seek assistance with product inquiries, technical issues, billing questions, and more. Something as simple as a password reset can quickly be done through a Whatsapp chatbot, freeing up agents for more complicated issues. Where an agent is needed, WhatsApp allows for real-time response, addressing concerns promptly and efficiently. It has been shown that Whatsapp usage results in a 2x increase in agent efficiency compared to using SMS or other messaging channels.

Order Status Updates

E-commerce businesses can leverage WhatsApp to inform customers about the status of their orders. Automated messages can notify customers when their orders are confirmed, shipped, or out for delivery. This proactive communication not only reduces customer anxiety but also enhances the overall shopping experience.


Customers can reach out to a brand when seeking more information about offers, products or services. For example, an individual may wish to compare rates on various loans if refinancing their mortgage. Whatsapp chat can easily facilitate this through a bot directing them to the relevant information, without taking up the time of an agent who is then free to deal with more complex queries.

Technical Troubleshooting

For technical products or services, WhatsApp can serve as an invaluable channel for troubleshooting and providing step-by-step instructions. Agents can share video tutorials or send PDF guides to help customers resolve issues on their own, reducing the need for time-consuming phone calls.

Surveys and Feedback

Gathering customer feedback is crucial for improving products and services. Contact centers can send out post-interaction surveys via WhatsApp, allowing customers to share their opinions and suggestions easily. This data can then be analyzed to make informed business decisions and enhance the customer experience.

In Summary

WhatsApp presents contact centers with many benefits and versatile use cases that can transform the way they engage with customers. From real-time engagement and multimedia support to cost-efficiency and automation potential, WhatsApp provides a robust platform for delivering exceptional customer service.

As a WhatsApp Business Service Provider, Local Measure understands the importance of WhatsApp for brands and how it allows them to better connect with and support their customers. WhatsApp Business Solution Providers (BSP) are a global community of third-party solution providers with expertise on the WhatsApp Business Platform.

In addition to voice, email, SMS and other social messaging, our pre-built contact center platform Engage, offers WhatsApp as a customer communication channel right out of the box, so that businesses can deliver an exceptional experience using a channel where their customers are already spending time. By embracing WhatsApp as a contact channel, contact centers can not only meet the evolving expectations of their customers but also stay ahead in the competitive landscape of customer service. It's time to leverage the power of WhatsApp and take your contact center to the next level.

To find out more about how Whatsapp can work for your business, reach out to our team today.

Want to learn more about what Engage can do for you business?

September 14, 2023

Share icon
Copy link

Book a free demo

Join 2,500+ businesses who love Local Measure.