Last question for Rappi during the 2024 CER AMA

For over two years, Rappi has been using WhatsApp as part of its CRM strategy. The main advantage of this channel is also its greatest risk. Messages are not only delivered to the user but also have an exceptionally high read rate. However, you are entering a "part" of the user's phone that, although they granted access, is more personal. Non-personalized or unimportant messages are heavily punished with the cancellation of the subscription to the channel, so extreme care must be taken regarding when and in what context they are sent. Additionally, it is an expensive channel that demands superior results to ensure a viable repayment rate