WhatsApp has emerged as a new customer service channel for businesses. While micro businesses have used it extensively, increasingly enterprises are adopting WhatsApp. In this blog we explore the factors driving WhatsApp’s rise in customer service, compare it with other support platforms, highlight successful case studies, and examine the challenges that may shape its future trajectory.
1. The rationale behind businesses utilising WhatsApp for customer service
Efficiency and responsiveness
WhatsApp enables asynchronous communication, theoretically allowing customers to engage with businesses without enduring extended hold times on the phone or demanding webchat interactions (where customers can be cut off if they do not respond immediately). WhatsApp represents a new kind of communication for customer service – blending the immediacy of chat with the convenience of asynchronous messaging. It is not just a shift in platform—it’s a shift in expectations. Traditional support channels like phone and email were never designed for the on-demand, always-connected customer. WhatsApp fills a gap that has long existed. Customers can message businesses as easily as they do friends, without waiting on hold or navigating complex IVR menus. For businesses, this opens the door to better customer experiences, in part due to a more immediate initial response.
• WhatsApp: 6–15 seconds for an initial response.
• Email: 4 hours to 3 days on average.
• Phone support: Immediate, though often accompanied by prolonged wait times (and bad hold music or unnecessary reminders to visit the organisations website).
Differences between WhatsApp and WebChat for customer support
However, Trustpilot reviews highlight that WhatsApp’s effectiveness depends on a strong internet connection. For broadband providers, customers have noted that if their internet service is down, WhatsApp support can become inaccessible. As one reviewer put it, “I can’t even send a message in WhatsApp,”.
Widespread adoption and high engagement rates
Despite WhatsApp’s global reach—boasting over 2 billion users—and its remarkably high open rates of over 90% (compared to just 20% for email), it remains underutilised by many organisations as a customer service channel. Our consumer research with 1,008 over 18s in the UK (with Engage Customer), showed that WhatsApp is the 5th most popular channel for getting customer service currently. If it was offered more widely, this ranking may well change. Research from Salesforce shows positive consumer sentiment towards WhatsApp for customer service issues.
Thinking about that time (when you had an issue), what would have been your preferred ways to get customer service (regardless of what happened)?
Source: Davies Hickman Partners/EngageCustomer, 2024.
Our research has shown that consumers increasingly expect fast, convenient, and familiar communication—needs that WhatsApp is uniquely positioned to meet through its asynchronous, mobile-first experience. Unlike traditional channels such as phone or email, WhatsApp allows customers to initiate and resume conversations at their convenience, without enduring long wait times or navigating complex support systems. Yet, widespread adoption by businesses has been slow, suggesting that legacy systems, internal silos, or compliance concerns may still be holding companies back. Or perhaps enterprises are weary of opening another channel for communication?
Rich media capabilities and personalization
Businesses can leverage WhatsApp’s multimedia functionalities to share images, videos, voice messages, PDFs, and location details, making customer interactions more dynamic. Moreover, AI-driven chatbots and human representatives can personalize responses based on previous engagements and customer preferences, ensuring a more tailored customer experience.
Automation and AI-driven chatbots
Our Autonomous Customer research for BT, underscores that AI chatbots could significantly streamline customer service operations by handling frequently asked questions, thereby reducing operational costs and improving response times. Businesses can automate various processes, including appointment scheduling, order tracking, and feedback collection, while maintaining human agents for intricate customer queries (because let’s face it, sometimes you just need a real person). AI can equally support WhatsApp interactions, dealing with straightforward issues (opening hours, etc) and updating customers on orders and more. However, customer reviews suggest WhatsApp still needs robust human support. Customers of one retailer, have expressed frustration with long wait times and a lack of human support. One Trustpilot reviewer stated, “The WhatsApp customer communication is horrendous, worst customer service I have encountered,” while another reported waiting over an hour for a response. These insights indicate that businesses must balance automation with adequate staffing to avoid alienating customers.
2. Comparative analysis of WhatsApp and alternative customer service channels
WhatsApp distinguishes itself as a customer service tool in contrast to traditional communication channels:
• Email: While email allows for asynchronous communication, the typical response time of 4 hours to 3 days renders it ineffective for urgent inquiries.
• Phone Support: While providing immediate interaction, phone-based support is often hindered by extended wait times.
• WhatsApp: This platform offers a balance of immediacy and flexibility, enabling businesses to provide real-time support with end-to-end encryption for security.
• AI automation: WhatsApp facilitates AI-driven automation, whereas email has limited automation capabilities, and phone support relies on Interactive Voice Response (IVR) systems.
3. Case studies: Corporate applications of WhatsApp
Several leading large enterprises have integrated WhatsApp into their customer service strategies:
• British Airways: Utilises WhatsApp for real-time flight updates and customer inquiries.
• Tesco: Provides customers with order tracking and responsive support services.
• HSBC: Offers secure banking assistance and account notifications via WhatsApp.
• Starling Bank: Facilitates seamless payment requests and financial transactions. Trustpilot reviewer Alison Day called the WhatsApp payment feature a “game changer,” while Lorenzo noted that bill-splitting via WhatsApp makes traditional banking feel outdated.
• Gucci: Enhances the luxury shopping experience by offering personalized shopping consultations through WhatsApp. However, some customers found communication inconsistent, with different sales associates responding each time, leading to confusion. Anna Paula Perottino commented, “Every time it’s one person different, so they don’t really care! Poor service!”
4. Challenges associated with implementing WhatsApp for large enterprises
Privacy and data security considerations
Some enterprises are apprehensive about privacy when using WhatsApp for business interactions. While WhatsApp incorporates end-to-end encryption, businesses must ensure compliance with data protection regulations such as the General Data Protection Regulation (GDPR) requirements.
Technical and integration complexities
The integration of WhatsApp Business API necessitates technical expertise. In addition to other channels, which are sometimes integrated into the CCaaS solution, WhatsApp needs to be integrated to give access to customer databases.
Limitations of automation
While AI-powered chatbots on WhatsApp offer clear advantages—such as 24/7 availability and the ability to handle high volumes of routine queries—they also come with important limitations. These systems often struggle with context, ambiguity, and emotional nuance. As a result, customers can become frustrated when their questions don’t fit neatly into predefined categories or when responses feel generic and unhelpful. This is particularly problematic in moments of urgency or complexity, where empathy and deeper understanding are required. To address this, businesses must go beyond basic automation and design a hybrid service model. A well-defined escalation path is essential: when a chatbot reaches the limits of its capability, it should seamlessly hand off the conversation to a human agent—ideally with full context preserved, so the customer doesn’t have to repeat themselves. This is easier said than done. Ultimately, automation should augment—not replace—human support. When used thoughtfully, it can speed up resolution for simple issues while freeing up agents to focus on high-value, or complex, interactions that build trust and loyalty.
5. Best practices for businesses utilising WhatsApp
Enterprises should carefully consider incorporating WhatsApp into their channel mix. Although consumer preference for WhatsApp for customer service is low but growing, the success of the channel is unquestioned. Utilising WhatsApp’s multimedia capabilities, such as images, videos, and voice messages, can significantly improve communication quality. As AI and automation technologies continue to evolve, WhatsApp’s role in business communication is expected to expand further. True success depends on building a successful strategy that considers a range of customer and business needs.
Marcus Hickman and Naomi Waheed (Analyst)