The evolution of the most advanced messaging platforms means that companies no longer use them solely to connect with their audiences, but rather as solutions to support and enhance the entire customer lifecycle, that is, from pre-sales to post-sales.
This shift involves moving beyond simply sending messages or handling customer service through WhatsApp to creating moments of connection that link consumers with the essence of each brand and drive both conversion and loyalty.
This evolution is based on consumer habits. According to data shared by WhatsApp from a Nodus study conducted in January 2026, the platform already plays a relevant role across different stages of the purchasing journey. 66% of consumers use it during the pre-sales stage, while 37% use it during the sales stage and 74% during the post-sales stage. In addition, 21% use it throughout all stages of the shopping journey.
The survey also indicates that 26% already use WhatsApp as a product search channel and that 79% consider it a faster and more direct search channel. In addition, 53% feel comfortable receiving stock alerts about previously searched products, while 81% believe that a verified WhatsApp account increases their perception of security.
Currently, messaging is going through a new phase marked by automation, AI agents, and integrated solutions. With technologies such as LLMs and GenAI, chatbots are expanding their capabilities.
Beyond automating responses, the change lies in managing conversations with greater context and actionability. The combination of AI, automation, and integration with business systems makes it possible to identify opportunities, better understand customer needs, and route each interaction toward the most appropriate path.
As a result, WhatsApp is becoming a conversational ecosystem with tools such as Flows, which allow customers to make purchases without leaving the chat, and intelligent agents that incorporate context to create more personalized experiences.
The goal is to reduce friction throughout the customer journey. For example, enabling an initial inquiry to evolve into a recommendation, a purchase, or a follow-up interaction without requiring the user to switch channels.
Based on this approach, organizations refine their strategies to optimize their commercial processes and better understand how to sell more through WhatsApp. In this model, CRM integration is critical, since every conversation ceases to be an isolated interaction and becomes part of the customer’s history, allowing sales teams to access the context of each case, understand preferences, and personalize the next steps.
In advanced messaging solutions, companies across different industries can find answers to their own pain points. During a recent meeting with companies and business partners, Roberto Espino, Creative Strategist at Meta, highlighted that WhatsApp is not a generic channel but rather a platform for industry-specific and use-case-specific solutions.
For example, in digital retail, nearly 70% of shopping carts are abandoned before the transaction is completed, according to data compiled by Baymard Institute from multiple e-commerce studies. In this regard, data provided by WhatsApp indicates that recovery rates through the platform are 20 to 25 times higher than through SMS or email.
From a use-case perspective, WhatsApp Business stands out for its contribution to marketing and omnichannel communication. The platform can be used for customer acquisition, sales acceleration, promotional messaging, and customer retention. The key is that these actions are no longer isolated campaigns but become part of an ongoing relationship with the customer.
Soon, additional capabilities are expected to improve campaign performance, including automatic creative optimizations within the WhatsApp Marketing Messages API and new communication formats.
However, use cases do not stop there. Beyond marketing, the platform also provides solutions for operational efficiency, secure authentication, and customer support.
At Plusmo, through the Plusmo Engage business unit, we support organizations in their evolution toward smarter conversational experiences by integrating WhatsApp Business, automation, and artificial intelligence to optimize processes, improve customer interactions, and turn every conversation into a business opportunity.
