By Xander Barnard, Managing Director, The Messenger Network
The biggest challenge in business right now? Keeping up with consumer expectations.
“South African entrepreneurs face the growing challenge of maintaining personalised communication while scaling their operations. WhatsApp Business API is emerging as the go-to tool for businesses, offering an innovative solution to streamline communication, improve customer satisfaction, and drive business growth. With over 28.8 million active WhatsApp users in South Africa and more than 2.78 billion users globally, businesses can now engage with their customers on a platform they already know and trust.”
At The Messenger Network, we specialise in helping businesses harness the power of WhatsApp to scale efficiently, without sacrificing the personal touch. In this thought leadership piece, we explore five key trends shaping how entrepreneurs leverage WhatsApp to grow their businesses in 2024,” writes Xander Barnard, MD of The Messenger Network.
1. Personalisation at scale is the key to building loyalty
Personalisation is no longer a luxury; it’s a necessity. According to Zendesk CX Trends 2023, 72% of customers expect immediate, personalised communication from businesses. For entrepreneurs, this is often difficult to balance while scaling. The WhatsApp Business API solves this problem by enabling businesses to send automated, personalised messages at scale. Entrepreneurs can offer customised experiences to every customer, without requiring a massive customer service team. This is a game-changer for businesses aiming to build loyalty in competitive markets.
“WhatsApp has proven to be a game-changer for entrepreneurs looking to offer personalised, instant communication with their customers,” says Barnard.
Getting their attention with messaging – Messaging connects with customers on a more personal level
than traditional marketing channels. Delivering conversations directly to their phones, on a platform
they’re familiar with, creates fantastic opportunities for consumers to discover your new services.
Image supplied by The Messenger Network (Photo credit WhatsApp)
2. WhatsApp Business API centralizes customer communication
As businesses grow, managing customer communication across multiple channels becomes increasingly difficult. Entrepreneurs often find themselves overwhelmed, trying to maintain interactions through email, social media, and other platforms. WhatsApp Business API provides a centralised hub where businesses can manage inquiries, customer support, and order updates—all in one place. This allows entrepreneurs to focus more on growing their business and less on juggling multiple platforms.
Key insight: A centralised platform is essential for entrepreneurs who want to scale without fragmentation in their communication process.
For many companies, business messaging is essential to staying connected with customers. The
Messenger Network’s WhatsApp Business API Platform can help businesses engage customers across
the customer journey.
Image supplied by The Messenger Network (Photo credit WhatsApp)
3. Chatbots offer 24/7 customer support
Maintaining around-the-clock customer support can be expensive and operationally challenging for small businesses. However, with chatbots integrated into WhatsApp Business API, entrepreneurs can provide real-time responses 24/7. Chatbots handle frequently asked questions, provide product recommendations, and resolve common issues, freeing up humanresources for more complex tasks.
“AI automation is a cost-effective way for entrepreneurs to provide seamless customer support without needing a large team,” Barnard explains.
So much more than texting: The WhatsApp Business API Platform features like product catalogues, ads
that click to WhatsApp, in-thread purchasing and more to help you make the most of the WhatsApp
business messaging toolbox. Businesses can build for scalability, give new leads a reason to engage,
nurture to convert and build a relationship to help drive brand loyalty.
Image supplied by The Messenger Network (Photo credit WhatsApp)
4. Conversational commerce is the future of sales
WhatsApp is evolving into a platform for conversational commerce, allowing entrepreneurs to engage customers throughout the buying process. From answering product queries to closing sales, businesses can now manage the entire sales journey within WhatsApp. With tools like WhatsApp Catalogs, entrepreneurs can showcase products, allowing customers to browse and purchase directly within the chat. This seamless shopping experience reduces friction, increases conversion rates, and enhances customer satisfaction.
With 2.78 billion active users globally, WhatsApp presents a massive opportunity for entrepreneurs to sell directly to their customers through personalised conversations.
Put messaging to work for your business. Reach customers almost anywhere and make it easy for people
to connect with your business by meeting them where they already are: on WhatsApp.
Image supplied by The Messenger Network (Photo credit WhatsApp)
5. A Digital-First communication strategy is crucial for growth
To succeed in 2024, entrepreneurs need to adopt a digital-first communication strategy. The ability to offer always-on customer service, engage directly with clients, and optimise communication using data analytics will determine which businesses thrive. WhatsApp’s open rate of 98% far surpasses traditional email marketing, making it an ideal platform for business communication. By focusing on real-time interactions, entrepreneurs can build stronger customer relationships and stay ahead of the competition.
“At The Messenger Network, we’re helping entrepreneurs across South Africa leverage WhatsApp to build better customer relationships, streamline operations, and scale their businesses,” concludes Barnard.
From capturing leads during peak shopping seasons to creating personalised offers, The
Messenger Network’s WhatsApp Business API Platform allows businesses to create Flows to
improve marketing results and make customer experiences more streamlined and convenient.
Building the future of customer communication with WhatsApp
In 2024, WhatsApp Business API will continue to empower entrepreneurs by providing scalable solutions for customer engagement, operational efficiency, and sales growth. Whether you’re a small business looking to grow or a startup seeking innovative ways to manage customer interactions, WhatsApp offers the tools to help you succeed. At The Messenger Network, we’re committed to supporting South African entrepreneurs as they harness the full potential of WhatsApp Business API. By staying ahead of these trends, businesses can ensure they’re prepared for the future of customer communication.
The Messenger Network is a proud Partner of the NSBC