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Braze Launches Native WhatsApp Messaging
Braze, a comprehensive customer engagement platform that empowers consumers to interact with the brands they love, today announced the general availability of native support for the WhatsApp messaging channel. With over 2 billion active users in 2022, this direct integration with WhatsApp gives marketers context-rich conversations that allow them to create, tailor and send WhatsApp campaigns directly from the Braze platform to drive higher conversions. Type messages can strengthen customer relationships.
“Now more than ever, marketers must create more personalized and relevant customer experiences across multiple channels that provide value, build retention, and maximize long-term loyalty,”
“Today’s consumers continue to gravitate toward WhatsApp to learn about products and services. As consumers rely on the channel more to interact with brands, it is imperative that marketers embrace this messaging revolution and take full advantage of this emerging marketing arena to deliver richer, conversational experiences to customers. For many brands, incorporating WhatsApp into a cross-channel customer engagement strategy may be essential to help drive business results throughout the customer lifecycle, and we’re thrilled to offer a comprehensive WhatsApp Business Integration to do just that.”
Kevin Wang, Chief Product Officer for Braze.
By enabling brands to launch automated WhatsApp campaigns at scale and easily integrate WhatsApp into their cross-channel marketing mix, Braze reduces reliance on point solutions and redundant intermediate technologies. Additionally, brands can deliver personalized and targeted WhatsApp messages to get the right message to the right customer at the right time. Brands can use HIS Braze to orchestrate their mobile HIS messaging at every stage of the customer lifecycle, from activation to monetization to customer engagement use cases.
“Sending WhatsApp campaigns through Braze is easy, and we are already seeing strong results,”
“We wanted to test how adding WhatsApp to our channel mix could help us recover churned users. Our initial win-back campaign on WhatsApp saw a 28% uplift from our existing win-back campaigns on other channels. We can’t wait to continue testing and optimizing our WhatsApp strategy with Braze.”
Emma Ferran, Head of Retention for Lookiero, an online personal shopping service.
With the WhatsApp Business Integration in Braze, companies can:
- Engage global audiences and speed up time to value with faster WhatsApp onboarding: With native channel support, marketers can quickly create their WhatsApp Business account using the Braze platform’s embedded sign-up flow, streamlining the onboarding process. Brands can then manage the channel directly through Braze, an official Business Solution Provider, and then quickly build and launch campaigns through an intuitive WhatsApp message composer. With Braze, brands apply rich functionality to create sophisticated, interactive campaigns using images, quick reply buttons, and calls-to-action, which can increase engagement and drive conversions. And with in-dashboard reporting, they can respond to channel performance trends and optimize individual campaign performance in real-time, using in-dashboard reporting for sends, deliveries, failures, and reads.
- Build stronger customer connections with two-way conversations: Braze Canvas Flow allows brands to easily build and visualize relevant two-way WhatsApp conversations, creating reply messages and branching users into different journeys based on their real-time behaviors, preferences, and cross-channel interactions. Additionally, inbound message processing facilitates a conversational experience by allowing brands to respond to their customers’ messages, collecting and confirming opt-ins, and opt-outs, and responding to quick reply selections.
- Consolidate marketing tech and optimize marketing spend: By connecting directly with WhatsApp through Braze, marketers can eliminate the need for point solutions and redundant intermediary technologies. And by incorporating WhatsApp as part of a cross-channel customer engagement strategy, marketers have the potential to reduce overall spending. First, native channel support for WhatsApp provides marketers with an additional owned marketing channel, and by leveraging WhatsApp and Braze Audience Sync, marketers may reduce paid media waste by immediately suppressing paid social ads the instant a customer converts to WhatsApp, mobile app, web, email, or any other digital touchpoint.
“When it comes to marketing messages on WhatsApp, the key is to create a valuable messaging experience that focuses on the interactions that matter most to your customers,”
“By using WhatsApp as a staple messaging channel, brands can foster deeper relationships with their customers. Braze provides the strategic guidance and industry expertise needed to evolve confidently in this space. With their speed to market, extensive experience, and measurable results, brands can optimize their WhatsApp strategy for business growth and adhere to Meta’s best practices.”
Kyle Jenke, Senior Director, Partnerships at Meta.