WhatsApp is a growing customer relations enabler – BusinessLIVE

In today’s mobile-first world, WhatsApp has emerged as a cornerstone of customer service innovation across the retail industry. With over 2.7-billion monthly active users globally and more than 93% of South African internet users actively engaging with the platform, WhatsApp is no longer just a messaging app, it’s a service channel, a commerce tool and a strategic asset for customer experience. South Africa boasts an estimated 28- to 30-million WhatsApp users, making the platform the most widely used communication one in the country. Its low data usage, familiarity and mobile accessibility make it ideal for engaging with customers, particularly those in lower-income households who rely on mobile data and smartphones for connectivity. Retailers across the globe are leveraging WhatsApp to streamline customer interactions. Globally, brands such as H&M and KLM use WhatsApp for order tracking, customer service and conversational commerce. Locally, Checkers Sixty60 uses WhatsApp to notify customers about deliveries and order updates. MTN and Vodacom offer WhatsApp-based customer support for billing and account queries. The appeal lies in WhatsApp’s ability to offer real-time, low-friction engagement. According to the 2023 report by research platform Yazi, 52% of South African consumers prefer WhatsApp to phone calls, SMS, or e-mail for rescheduling
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