Kicking off the WhatsApp AMA

There are no hard and fast rules. We see brands at all stages of their customer engagement journey adding WhatsApp to their marketing mix. That said, I would start by asking these three questions:

• Where are your customers? If a significant chunk of your audience is in regions where WhatsApp has high penetration rates and usage, like Latin America, Europe, Asia, and the Middle East, then adding the channel to your mix is a no-brainer. After all, the first step to building better customer relationships is meeting them where they are. 
• Do you need a way to drive deeper engagement with your customers? WhatsApp is a personal channel, in part because so many people use it daily to communicate with friends and family. That makes it ideal for 1:1, personalized communications with your high-value customers. The channel also offers robust capabilities like rich media support and quick reply buttons, making it a perfect way for brands to have more meaningful, interactive conversations with their customers. 
• Does your current mobile marketing strategy need a boost? In-product channels like Content Cards and in-app messages are great for connecting with users while they’re in your app. Out-of-product channels like push are ideal for communicating short, quick bits of information. But if you need a direct, out-of-product channel that can capture greater attention and engagement, it might be time to add WhatsApp. Brands are seeing WhatsApp as a top-performing marketing channel that is effective at driving more sessions, purchases, better retention rates, and higher LTV.