WHATSAPP App remains the primary channel brands use for conversational support, where businesses send 90 percent of support messages over the chat app, according to the new research from global cloud communications platform Infobip.

WhatsApp remains the top digital channel for conversational marketing in absolute numbers, driven by new features that enable customers to start and complete a purchase in a single WhatsApp chat window. 

Infobip is also seeing significant increases in other messaging apps such as Telegram, Line, Viber, and Messenger. 

More specifically, WhatsApp messages increased by 421 percent in Asia Pacific in 2023, while mobile app messaging increased by 146 percent in the Middle East and North Africa and by 18 times in North America. 

Ivan Ostojić, Chief Business Officer at Infobip, said: “Our data shows how conversational experiences are rapidly spreading across the globe as businesses roll out marketing, sales, and support use cases. Where 2022 revealed a spike in omnichannel adoption when brands recognized the importance of connecting with their customers on their preferred channel, 2023 shows how brands are perfecting the end-to-end customer journey”

“Customers can now seamlessly progress through a journey within a single conversational thread on a chat app or RCS. With the emergence of interactive AI, we expect brands to incorporate a federation of different chatbots and AI algorithms working together to trigger actions at the ideal points during the customer journey. In the next year, we foresee the widespread adoption in customer service, marketing, and sale automation, and for operational use cases like scheduling deliveries and managing payments,” he concluded.

WhatsApp is among the popular social media platforms in East Africa, encompassing Kenya, Tanzania, and Uganda. 

The most recent data from the Tanzania Communication Regulatory Authority (TCRA) indicates that WhatsApp ranked third among social media platforms in terms of bandwidth usage, following YouTube, Facebook, and TikTok.

Infobip analyzed more than 473 billion digital communications interactions on its platform in 2023 between businesses and consumers to identify the latest global business messaging trends. 

As consumers look for a deeper connection with the brands they buy from, the conversational messaging channels are seeing the fastest growth. 

In 2023, Infobip recorded a 137 percent increase in mobile app messages compared to 2022, a 73 percent rise in social media messages, and a 63 percent increase in chat app messages. Conversational experiences are increasing throughout the customer journey, whether for marketing, commerce, or support. 

Whether a person is dealing with a human agent, a chatbot, or a combination of the two, conversational support provides an effective, efficient, and positive experience. 

Infobip has recorded increases of 541 percent, 146 percent, and 284 percent in Messenger, Viber, and Line, respectively. Brands are now using conversational AI to provide personalized customer service and support. 

The two-way exchange of information is the basis for conversational marketing, and brands are ramping up their efforts to meet customers on the channels they use with their family and friends. 

Overall, the data shows a 29 percent increase in mobile app messaging for marketing in 2023 compared to 2022.