The backbone of business messaging has been and still is SMS, with a very good reason: no other channel has the reach and capability to deliver messages at the rate that SMS does.
Average delivery rate above 90%;
Average conversion rate higher than 29%.
What does SMS have, and what does it lack?
SMS has long been praised and relied on thanks to its high delivery rate. How else are businesses able to ensure that OTPs and other important messages are delivered to their customers? Because SMS is believed to be a more personal channel, it's less cluttered with promotions, and users do open the messages as well.
But that's it.
SMS lacks the capabilities that are nowadays commonly utilized, such as:
- more than 160 characters per message;
- adding visual content to the message;
- end-to-end encryption;
- buttons;
- chatbots;
- automations.
When getting started sending SMS messages, you are required to register a Sender Name in every country to which you want to send messages. Also, pricing and regulations can be different in each country.
.png)
What is WhatsApp Business Messaging?
WhatsApp has been available since 2009 and has recently emerged as a dominant player in the messaging industry. With over 2 billion users worldwide, Whatsapp is the most widely used messaging app globally.
WhatsApp messaging features and benefits
1. Increase trust with Verified Business Account
WhatsApp offers an extra layer of security by providing a verified business account. This gives your business a verified badge and allows you to add brand materials such as a profile picture, homepage, and description to your profile.
2. Ensure security with End-to-End Encryption
Security and privacy are essential, especially for sectors handling sensitive customer data. WhatsApp's encryption ensures that important customer details are always secure and not tracked by third parties.3. Boost engagement with interactive content
WhatsApp lets you insert rich media content such as visuals, videos, and buttons into the message, making it stand out and increasing engagement.4. Enhanced message performance and engagement tracking capabilities
See if the message was delivered and seen by the customer. You can have peace of mind that your campaign is working and customers are engaging with the message.5. Two-Way Conversations for instant engagement
Interact with your customers the same way you do with your peers. This means that customers can initiate a conversation with you to ask questions or get help. If you have the customers opt-in, you can also send transactional and marketing messages.
6. Main communications channel for Gen Z
Gen Z and younger people are not using email and SMS as previous generations used to. Their focus has shifted to social media and conversational channels like WhatsApp, iMessage, and Facebook Messenger.
7. 72% of people prefer using WhatsApp for business communication
WhatsApp isn't just a messaging app for personal conversations; it has become a powerful tool for businesses to engage customers.8. An average open rate of 98%
A higher open rate indicates that people are likelier to engage with your message and take the desired action.9. Pay per conversation, not by message
A significant difference between SMS and WhatsApp is pricing. For SMS, you pay for every message sent. WhatsApp allows you to send multiple messages and pay only for the conversation.
Will WhatsApp replace SMS altogether?
WhatsApp definitely offers new and enhanced capabilities for companies seeking a high-engagement and visually interactive channel. Although WhatsApp can be used as a standalone channel, our experience shows that the synergy of SMS, Email, and WhatsApp has the best results for reach and reliability.
Messente can help you figure out the ideal Omnichannel Strategy. Get in touch!
