MoEngage launches integration with WhatsApp

MoEngage, an insights-led customer engagement platform with offices across the world, announced its recent integration with instant messaging app WhatsApp. The partnership, according to MoEngage, allows enterprises to have personalized communication with their tech-savvy and mobile-first customers on WhatsApp.

In a study by Google, 59% of over 14,000 shoppers surveyed from multiple countries said that being able to shop on mobile is important in deciding which brand or retailer to buy from. Mobile searches for “best place to buy” something also grew by 70% in the past two years.

With these developments, MoEngage highlighted in a release the importance for businesses to keep up with evolving consumer preferences and buying patterns. Through exhaustive analytics, cross-channel engagement and AI-driven personalization, MoEngage allows enterprises “to learn what their customers are looking for on their mobile app or website, use AI to predict what next steps their customers are going to take, and help them automatically send contextually relevant recommendations, alerts, and reminders on multiple communication channels.”

“By teaming up with Meta, we aim to bridge the gap between enterprises and their customers by allowing them to leverage insights about their customers, their journeys, and the long-term impact of WhatsApp campaigns on key business metrics like LTV, revenue, retention, and product stickiness,” added Raviteja Dodda, CEO and co-founder of MoEngage.

The platform further explained how the integration works: Let’s say your customer searches for home gardening kits, browses a few products, and gets distracted by an important email, causing them to abandon their shopping process. MoEngage will observe this behavior, gather insights, and prompt you to send this particular customer a WhatsApp message reminding them of ongoing discounts on home gardening kits as long as they have requested to receive them.

Available across 180 different countries and supporting 20 languages, WhatsApp is used the most by consumers in the age group of 26 to 35. According to AISensy, while 54% of consumers prefer using WhatsApp to get updates on shipment status and delivery, 50% of consumers use WhatsApp for appointments and to get notifications of upcoming events. 23% of consumers also want to receive promotional offers from their favorite brands via WhatsApp.

In the Philippines, however, a different Meta-owned app dominates the instant messaging arena. According to a Statista survey in late 2021, Messenger is used by an overwhelming majority of 98% of the country’s adult population to communicate with family members and close friends. At a far third is WhatsApp at 2%.

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