Communication between the business and the client is essential for Meta. 75% of Mexican companies have adopted WhatsApp Business (business messaging).
“Meta expects a projection of 90% adoption on this digital platform in the future,” said Marco Casarín, general director of Meta in Mexico, in an interview.
This 2024, Meta and Boston Consulting Group (BCG) partnered to carry out a study on the landscape of business messaging in Mexico, in this analysis they delved into four industries: financial services, retail ecommerce, professional and educational services.
In a joint interview, Marco Casarín, general director of Meta in the country, and Max Pulido, director of BCG Mexico, talk about the results of this study and its objective: to know how businesses are doing in the process of adopting business messaging , their maturity and how they can evolve with WhatsApp Business hand in hand with Artificial Intelligence (AI).
You can read: This is how generative AI seduces companies in Mexico
Casarín assures that there is a huge appetite among companies, organizations and consumers. “It is an extraordinary moment in the company, 2,000 million users globally use WhatsApp, almost 100 billion messages daily, and 200 million companies use business messaging and 600 million users are sharing messages about business,” comments Marco Casarín. .
The report notes that more than 75% of Mexican companies have adopted messaging, 65% of companies report successful partnerships with third-party technology providers, and 68% feel that messaging provides a more personalized experience.
While 87% reported a more than 20% increase in customer conversations and 75% reported a more than 30% increase in customer satisfaction.
Another piece of information that the analysis revealed is that small and medium-sized businesses (SMEs) have also adopted business messaging with WhatsApp, “more than 75% experienced effectiveness in meeting business needs throughout the customer life cycle. Pure messaging is primarily used by SMEs to increase customer interaction and reduce response time for greater customer satisfaction,” the report states.
We recommend you read: AI advances in Mexico: Here, the leaders
Given these results for Casarín, “Mexico is one of the pioneering geographies not only in the adoption of business WhatsApp, but also in resources.” He mentions that in financial services they are using messaging for after-sales issues, fraud alerts, among other issues.
“With WhatsApp for business, the customer can interact in a consistent and clear manner throughout their communication with the company,” emphasizes Casarín.
Another objective of the study mentioned by the general director of Meta in Mexico is to know what companies can do with this platform. “We identified five themes: what is the clear messaging strategy, how are they going to use this channel with their other channels, take advantage of the potential that messaging gives them, how much does it cost me and improve the value it gives, technological integration that is secure during interaction with the customer.
More AI in WhatsApp Business
With the arrival of Artificial Intelligence (AI) to WhatsApp Business. “AI will accelerate the efficiency and effectiveness of the experience of this channel, which has become the most effective and preferred by businesses and users,” says Marco Casarín.
In July 2024, Generative AI was implemented in WhatsApp and according to the study “70% of Mexican companies are planning to invest or are currently investing in AI and GenAI technologies to improve their messaging strategies.”
You can also read: This is how green bonds have flourished in Mexico
Due to this interplay between AI and business WhatsApp, “Meta is democratizing the ability for companies and people to generate high-value connections throughout the world. We believe that this is the great benefit of business messaging, we make communications meaningful and trustworthy,” says Casarín.
Likewise, the general director of Meta announced that WhatsApp Business is working to implement new functions within this digital platform.
