At the beginning of the year, we used WhatsApp Business only with one client. Because of that we never expected it to become so important in 2025. For one client it became by far the most important channel; for another, the 2nd most relevant. Both these examples are in a B2B2C environment with very direct but also complex communication, one in the field of dental services and the other in the travel industry. The unique advantage is that almost everybody uses WhatsApp in their private life, and therefore it is like communicating with a friend or at least on the same app, which leads to fast responses and interactions. After these early positive results, we implemented WhatsApp Business for even more clients, and the results in B2B2C settings were always similar. Lots of requests on products, not only support-wise but also to convert highly interested leads into qualified leads and often customers in the end.
WhatsApp Business stopped being a side channel for me. It is the place where leads turn into booked work. Email still sells the long story, and phone calls still close bigger deals. But WhatsApp wins the first reply. When I run click to message ads or add a simple chat button on a service page, prospects send photos, addresses, and voice notes fast. That cuts the back and forth that used to happen over email. The big advantage is control. I can label chats, use quick replies, and set sane expectations with away messages, so my clients do not miss leads at night. It also feels personal without being intrusive, because people chose the thread. Right now, I am building more automations and using WhatsApp as the hub that connects ads, the website, and follow ups, with fewer drop-offs than SMS.