AI is making headlines, and with good reason. Generative models, intelligent agents, and automation are reshaping how businesses interact with customers.
But while the world chases what’s next, most companies are missing the shift already underway:
WhatsApp is no longer just a messaging channel. It’s becoming a business platform.
As Guilherme Horn, Head of WhatsApp for Strategic Markets, recently put it:
“WhatsApp has ceased to be a channel to become a business platform… focused on the core business. A platform that is already open, already trusted, and already in the hands of every customer.”
More than 3 billion people use WhatsApp monthly. A billion message a business every week. With a 98% open rate and most messages read within seconds, it's clear: this isn’t just another communication channel.
And yet, most companies still treat it like a support fallback or marketing add-on.
That’s a mistake.
Because with the right technology and design, WhatsApp becomes the interface layer for your customer experience, from sales to operations to post-sale service.
The real customer journey is already happening
What customers want today isn’t faster replies or smarter bots.
They want resolution, without effort.
They want to update a reservation, submit a claim, complete a return, or pay a bill, without switching tabs, waiting on hold, or starting over.
Not only that, but they want to do it all in one place, in one thread.
Not because it’s convenient. Because it gives them control.
And that’s the shift most companies miss.
Brands still design for legacy systems and traditional entry points like email threads, web forms, and IVRs.
Meanwhile, the customer has moved on.
They’ve already chosen messaging.
Want to see how leading brands moved beyond email and IVRs? Explore our WhatsApp use cases.
Messaging that doesn’t just reply. It resolves.
Most messaging setups today still feel limited.
A chatbot that answers FAQs. A handoff button. A branded apology.
But WhatsApp can do far more when you use it to its full capabilities.
At Hubtype, we help companies build what we call conversational apps inside WhatsApp. These aren’t bots. It’s the functionality of a website or mobile app delivered natively inside messaging. Think of entire user journeys in one chat thread.
Customers can:
- Upgrade a flight or add baggage, like easyJet customers do, without leaving the chat
- Book a test drive, submit an insurance claim, or get a quote, with zero agent intervention
- Reschedule medical appointments or upload documentation securely, like SegurCaixa’s members
These journeys feel like a lightweight app experience, only faster, more intuitive, and fully integrated into how people already communicate.
That’s the difference between chat support and a business interface.
The real difference isn’t just technical.
It’s how the experience is structured.
Conversational design is what separates friction from flow.
It determines whether a customer completes a journey or gives up halfway through.
When messaging works, it’s because:
- Each step is clear, predictable, and visual
- The user’s intent is anticipated, not misinterpreted
- Escalations happen only when necessary and feel seamless
For example, Securitas Direct saw a 40% increase in lead engagement with WhatsApp interactions. But what made it work wasn’t automation alone. It was designing the flow to remove guesswork and make action feel natural.
We build these experiences with structure and a clear strategy, not just logic.
It’s what makes automation invisible and resolution feel effortless.
Not just better CX. Smarter ops.
Most conversational automation platforms are built to deflect.
We build to resolve and do it inside the messaging apps your customers use daily.
That shift isn’t cosmetic. It changes everything:
- Support becomes scalable without growing teams: We consistently see call volumes drop by over 30% as conversations shift to messaging.
- Journeys become streamlined, even for complex, transactional cases: More than 50% of interactions can be fully automated, without sacrificing experience or control.
- Customers convert more often because there’s less friction: Messaging usage grows by over 30%, and CSAT scores reach 89%.
And most importantly, messaging becomes part of the operational core, not a side project.
What happens when you do it right
When companies move beyond bots and design for true resolution, the results aren’t theoretical.
They’re operational and financial:
- JetSMART launched a multilingual WhatsApp assistant in under 6 weeks, automating 80% of interactions
- SegurCaixa Adeslas redesigned its service journeys inside WhatsApp, reducing load and unlocking new functionality without new channels
- Securitas Direct increased conversion rates by +40% using messaging over traditional lead follow-up
This is what happens when messaging stops being a reactive tool and starts acting like the primary interface for your business.
Messaging isn’t a channel. It’s infrastructure.
Too many companies are still stuck in wave one, using WhatsApp for alerts or agent handoffs.
But the shift to messaging isn’t about communication. It’s about capability.
When designed properly, WhatsApp becomes the surface where sales, service, and operations converge.
This is where:
- Customers book
- Customers transact
- Customers return
- And customers come back
And the best part? The infrastructure is already there.
Your customers are already active. You don’t need to teach them anything. You just need to show up correctly.
It’s not the future. It’s the fix.
If you're a CX or Ops leader dealing with high costs, long queues, or underperforming digital channels, this isn’t about chasing another platform.
It’s about rethinking the ones your customers already trust.
Start with the journey.
Make it visual.
Make it intuitive.
Make it instant.
Because when you design for resolution, not just replies, you don’t just improve support.
You unlock growth.
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