Why WhatsApp Is Growing in Popularity for Contact Centres

WhatsApp isn’t just for personal chats any more. It’s becoming a key channel for customer communication, rapidly becoming a go-to tool for contact centres of all sizes, and its growth is showing no signs of slowing down! So, what’s driving this change?

10 Reasons WhatsApp Is Becoming More Popular in Contact Centres

Here are 10 reasons why WhatsApp is growing in popularity in contact centres, and why you should consider using it too…

1. It’s Where Your Customers Are

Everyone’s used WhatsApp, right? It’s one of those apps that feels like it’s been around forever, and with over 2 billion active users worldwide, it’s practically a universal language.

So, when contact centres add WhatsApp into the digital mix, they’re tapping into something that feels familiar and easy for customers. Imagine – your contact centre is now just a message away, right there in the app people use every day to chat with their friends and family.

This familiarity works wonders, making interactions feel more personal and accessible – something that really matters when customers are looking for quick support or just a little extra help.

Whether you’re answering a simple question, helping someone with a product issue, or sending out a special promotion, the chances of your customers engaging with you are much higher if they don’t have to download another app or navigate a new system.

WhatsApp is already where they spend a chunk of their day, so meeting them there feels natural.

For advice on building a customer support strategy that creates truly exceptional customer experiences, read our article: Build a Customer Support Strategy That Shines

2. It Offers the Personal Touch

If you’re a customer reaching out to a brand for help, you’re not looking for a long-winded email or a series of automated forms that leave you more confused than when you started.

Instead, you want to feel like you’re talking to a real person – someone who gets it, someone who can offer a quick, friendly, and thoughtful response.

That’s exactly what WhatsApp allows you to do: communicate in a way that feels personal and human.

With WhatsApp for Business, contact centre agents can have real, back-and-forth conversations, just like you would with a friend.

This not only makes the interaction more enjoyable, but it also builds trust and loyalty. People appreciate when they’re treated like more than just a number in a queue.

In your contact centre, when your agents are answering questions or resolving issues, that personal touch makes all the difference in turning a one-time customer into a loyal fan.

If you want more suggestions on how to personalize your CX, read our article: 21 Steps to a More Personalized Customer Experience

3. High Open Rates Mean More Eyes on Your Messages

Compared to email or social media, WhatsApp messages have an impressive open rate.

According to reports from the official WhatsApp blog, over 98% of WhatsApp messages are read, and most are read in the first five minutes after receipt.

This makes it an incredibly effective platform for getting your messages noticed, whether they’re promotional offers, order updates, or customer service responses.

4. Instant Replies = Happier Customers

One of the things that really sets WhatsApp apart is how quickly you can connect with customers.

No waiting in long queues, no missed opportunities – that real-time communication is a game changer, especially in today’s world where everyone is used to instant replies. Customers don’t want to wait around, and contact centres that are able to keep up with that pace are the ones that stand out.

It helps things flow smoothly, making the whole communication process a lot more efficient for both sides.

For more ideas on how you can measure and improve customer happiness, read our article: Expert Strategies to Improve Customer Happiness

5. Cost-Effective Customer Service

According to our latest Call Centre Helper annual survey, WhatsApp’s popularity has risen, while other apps like Facebook, Instagram, and Messenger have seen declines, as shown below:

The research shows that social media apps are seeing a decline across the board. Facebook, for instance, dropped from 48% in 2023 to 43% in 2024, while Instagram went from 28% to 27%. Even Messenger, which has long been a go-to for customer support, saw a decrease from 24% to 22%.

While other platforms are trending down, WhatsApp is going in the opposite direction and showing an increase in usage, rising from 19% in 2023 to 21% in 2024.

So, if you’re looking to cut costs and improve efficiency, WhatsApp can be a cheaper alternative to more traditional call centre channels.

Using WhatsApp for customer service allows businesses to handle multiple queries at once, reducing the need for large call centre teams while still providing excellent support.

6. It’s the New Frontier

More and more contact centres are jumping on the WhatsApp bandwagon.

This surge in adoption shows that contact centres are seeing the value in using WhatsApp for communication.

7. Multimedia Messaging Helps You Stand Out

When you’re explaining something complex or showcasing a new product, a plain text message can only go so far.

Now, imagine being able to send a quick video, a step-by-step photo guide, or even a voice message that lets your customers hear the excitement in your tone. That’s exactly what WhatsApp allows you to do.

With its ability to send videos, images, voice notes, and documents, it transforms customer communication into something much more dynamic and personal. Whether you’re walking a customer through a tricky issue or showing off a new product in action, multimedia messages make everything feel more engaging and real.

It’s a great way to stand out and connect on a deeper level, cutting through the noise of the digital world where practically everyone is vying for attention.

8. Integration With Existing Systems? A Breeze!

WhatsApp is becoming a natural fit for contact centres looking to enhance their customer service. And the best part? It seamlessly integrates with the systems they already use.

It’s all about giving people the freedom to choose the communication channel that works best for them, making the experience smoother and more efficient.

For advice on how to avoid your contact centre being adversely impacted by making core technology mistakes, read our article: 3 Technology Mistakes That Are Probably Ruining Your Contact Centre

9. Reach Your Customers Globally With Ease

WhatsApp’s rise in popularity is undeniable, and it’s particularly noticeable in regions where reliable internet access and expensive data plans can make traditional communication tools less accessible.

With its low data usage and instant messaging capabilities, it offers a simple, cost-effective solution that allows contact centres and customers to stay connected without the need for expensive data or high-speed internet.

This makes WhatsApp a key player, if not the #1 player, in shaping the future of customer service—offering contact centres a chance to connect with their customers internationally at competitive rates.

10. WhatsApp’s Security Builds Trust and Confidence

Digital security is more important than ever, and WhatsApp has always touted a feature that gives both contact centres and customers peace of mind: end-to-end encryption.

This means that when a customer sends a message, it’s securely locked from one end to the other, ensuring that no one but the intended recipient can read it.

For customers, that’s a huge deal. They want to know that their personal information – whether it’s an order number, a payment detail, or a simple enquiry – is safe when they communicate with any business.

WhatsApp’s commitment to protecting that privacy builds trust, creating a stronger relationship between businesses and their customers.

In industries where security is a major concern, this level of protection gives businesses a clear competitive advantage, setting them apart as reliable and trustworthy partners in their customers’ digital lives.

If you are looking for more ways to build customer trust, read our article: Lessons From the Frontline: How to Build Customer Trust

WhatsApp Is a Platform You Simply Can’t Afford to Ignore

With its familiarity, personal touch, real-time communication, and cost-effective nature, WhatsApp is a platform that contact centres simply can’t afford to ignore.

And, with more companies like Fortnum & Mason, SimplyHealth, and Ocado embracing WhatsApp as a customer service tool, the messaging app is clearly here to stay.

So, if you aren’t already on WhatsApp, it might be time to make the leap – your customers will thank you for it!

If you are looking for more advice on technology that improves customer service to implement in your contact centre, read these articles next:

• Move Over Omnichannel… What’s Coming Next?
• What Tech Should You Buy Next? Here’s How to Choose
• 10 Changes Set to Redefine the Future of Self-Service

Author: Stephanie Lennox
Reviewed by: Megan Jones