Playbook - IN - Sinch-Engage 11

The Conversational
Messaging Playbook
The ultimate guide to successful communication
with WhatsApp and other messaging apps in India
2 THE AGE OF CONVERSATIONAL
Trends shift towards more

personalized forms of
conversations and customers
have naturally come to
expect businesses to be
available for a conversation.
Sean O‘Neil
President • Sinch SaaS
THE CONVERSATIONAL MESSAGING PLAYBOOK SINCH ENGAGE

Let’s have a chat!

The Age of Conversational
is here!
When conversational messaging is Customers’ interactions with
enabled by a brand, the customer has brands are constantly changing.
the opportunity to interact with that
business whenever and wherever The latest evolution includes the
they like. In this way, customers are expectation that customers will be
empowered, but so is your staff. treated as individuals and receive
personalized service, including one-
89% of consumers want two-way on-one conversations via their pre-
conversations via messaging chan- ferred digital channel.
nels. Find more insights like this in our
Sinch CX report. Conversational messaging is about
creating personal engagement by
enabling a two-way dialogue through
Tracking cookies are dead!
your customers’ preferred digital
Businesses need to look to new ways channels, such as Facebook Messen-
to get insights into their customers. A ger, WhatsApp, and others. Your cus-
conversational strategy allows you to tomers immediately sense they have
gather more valuable data and col- been heard and understood, and it
lect important feedback, directly from can accelerate the path to purchase.
your customers.
Conversational messaging com bines
the best of both worlds: Offering
a digital experience with the personal
touch of in-person interaction.
9 out of 10
customers worldwide want
to chat with businesses via
messaging apps.
Sinch CX report
Company
Customers
What‘s inside
Overview
The Age of Conversational
Conversational happens on messaging apps

Messaging apps overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
WhatsApp eco system . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Why customers want messaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Why businesses already use messaging . . . . . . . . . . . . . . . . . . . . . . 11
Conversational messaging along the customer

journey . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Conversational Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Conversational Commerce . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Conversational Care . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Conversational Re-Engagement . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Conversational AI . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
How to get started with conversational messaging:

A step-by-step guide for your business . . . . . . . . . . . 39
Conversational happens
on messaging apps
Messaging apps are changing

how companies talk with
customers.
Messaging provides a
continuous thread between
customer and brand.
Harvard Business Review

WhatsApp is the most

popular messaging app
in the world
WhatsApp
Messenger
Viber
WeChat
Line
Telegram
imo
Kakaotalk
Top messaging apps by country

Based on the Google Play Store rank for each country in December 2017
Sources: Hootsuite • we are social • Similarweb
89% WhatsApp
58% Messenger
46% Telegram
37% Zoom
33% Google Chat
Most used messenging apps in India as of June 2023

Source: Statista

Overview:
A quick guide to the most important
messaging apps
Marketing Commerce Support Chatbots Push Notifications
WhatsApp Telegram Messenger from Meta

India's go-to messaging app, embraced by Engage with India's young, tech savvy au- Facebook’s messaging app with almost 1
over 2 billion users worldwide! Especially dience on one of the fastest growing mess- billion users, widely used across the globe.,
popular in South America, Europe, Africa aging apps in the country. including India.
and Asia.
Main use cases Main use cases Main use cases
Costs Costs Costs

Fee per 24-hour period Free and paid options Some free features, but pay options planned
Check out this overview of WhatsApp in the future, cost for ads
Business pricing for more details.
Instagram Direct Messenger Apple Messages Viber

Messaging app from Instagram that lets you Receive messages and communicate se- A more popular app in Central and Eastern
connect to Instagram‘s 1.6 billion users. amlessly with iOS users on Apple devices Europe and Southeast Asia , Viber is also
worldwide. used in India.
Main use cases Main use cases Main use cases
Costs Costs Costs

Some free features, upgraded paid options, Depends on scope of business usage Free and paid options. Fees per message,
costs for ads rate depends on country code of user
receiving the message
Find out more about the most popular

messaging apps for businesses:
Find out more

8 WHATSAPP ECO SYSTEM
WhatsApp is the most important messaging

app in India.
While businesses should take advantage of the possibilities that all

instant messaging apps offer, it's important to understand India's
most popular messaging app first: WhatsApp and its eco system.
Keep in mind
Businesses are only allowed use the Business App and the Business
Platform. The Business App is free of charge, but doesn‘t allow you to
scale your communication or include automation, and it doesn‘t
guarantee data compliance!
App Business Business

App Platform
Free app
WhatsApp Commerce
Policy
GDPR Profile
Verificaiton
(Green Checkmark)
Multi Messenger Inbox
Newsletters
Chatbots
Interfaces (APIs)
Status Updates
Product Catalogs
Multi Device
Agents Roles & Rights

9 WHATSAPP ECO SYSTEM
With the capabilities of the

WhatsApp Business Platform,
we are now taking our
customer communication to
the next level.
Albert Rösch
Head of Service Consulting
BMW

10 WHY CUSTOMERS WANT MESSAGING
Why your customers want conversational

messaging
89%
of consumers want two-
way conversations via
messaging channels
Sinch CX report
94.8%
of internet users use chat
and messaging apps every
70–80%
month (that’s even more
than social networks!)
of customers prefer digital GWI

interactions
McKinsey
64% 53%
increase in customers of customers feel
that want an immediate frustrated when they can‘t
response. reply to a mobile message
Martech Series Sinch CX report

11 WHY BUSINESSES ALREADY USE MESSAGING
Why businesses already use

conversational messaging
Undivided
High attention
90% open rate
engagement
30% click-through rate
Productivity
save 50% time
Sell more
90% conversion rate
Happier
customers
CSAT score over 90!
Fast & easy

answers in ten seconds
Loyalty
50% less churn

12 CONVERSATIONAL MESSAGING ALONG THE CUSTOMER JOURNEY
Using conversational
messaging along the
customer journey
One customer journey, one channel
Conversational messaging makes the customer journey smoother, as users can
conveniently browse, shop, ask questions, make a purchase, give feedback – and
buy again! – in one and the same channel.
Loyalty
t Awareness
agemen Con
g ve
-En rsa
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na
Re-sell
na
tio
lM
ational
sa
vers
ark
n AI
ver
o Product
etin
C recommendation
Con
Customer
rce
Co
service
me
nv
Consideration
er
m
sa
on
Co
al
ti
al n
Ca o
re rsati
ve
Con
Order
tracking Conversion

13 CONVERSATIONAL MARKETING
Conversational
Marketing
90%
open rate
33%
click-through rate (vs. 3%
~ 100% in e-mail and 5% social
media)
visibility on lock screen
10 sec
from receiving message to
answering

Messaging apps for conversational

marketing: Inform, engage, inspire!
Messaging apps provide a direct way to your

audience - no spam folders, no obscuring algorithms.
That gives you the users' full attention to receive
your information.
The familiarity of users with the app combined with

many multimedia options also make your campaigns
more engaging.
And: messaging apps are also a lot of fun! That's why

they're perfect for inspiring your audience with your
content.
Inform Engage Inspire

• Send important up- • Let users find you easier • Play fun games to bond
dates and special offers with a store locator with users
• Announce new product • Set up a poll or let users • Offer a video tour
launches send you new product • Send inspirational
• Send out regular news- ideas content (recipes, gift
letters • Work with influencers to guides, how tos, etc.)
• Enable quick price draw in a new audience
checks

Our WhatsApp service

has become a lifestyle.
A large part of our
audience uses our stock
bots to make faster
business decisions.
Ankit Dikshit
Digital Marketing & Readers Experience
WhatsApp
News Users read +225,000
with highest click rates +30 news articles / active users
month

Challenge Solution
Readers of business news in India have To fulfill the wishes of their customers with
busier schedules and a higher average relevant content Bloomberg Quint toge-
need for curated content. ther with Sinch Engage developed a real-
time financial market information service
The objective for Bloomberg Quint (now via WhatsApp.
BQ Prime) was to find a partner who could
fit the product needs and deliver a seam- The service provides the user all current
less experience for their users to provide news via a keyword search.
them with the right content at the right For example, a user sends the word „Wipro“
time. and receives the latest stock price and
other information on Wipro.
It gives the reader the possibility to
request needed information right at the
time he needs it via his favorite communi
cation channel.
The WhatsApp channel is therefore con-

nected with the news database of the
media house.
Chatbots have been developed for gene-
ral news as well as for the stock market
news.
The overall array of features of the Sinch

Engage solution made it easy for customi-
zation and implementing chatbots.

Customers are looking

for support and exchange.
That‘s the next level.
Stefanie Kunze
Marketing Manager DACH
0 IT-skills Ø 9 products 5,000 items

needed for Whats- looked at by users in the WhatsApp
App bot product catalog

Challenge Solution
The e-commerce platform Wish sells With Sinch Engage, the all-in-one plat-
about 2 million articles per day. form for marketing, sales, and service on
messenger apps, Wish was able to set up
Especially around the holidays, more cus- an official WhatsApp channel in 24 hours.
tomers are looking for gifts. In order to The drag-and-drop chatbot builder that‘s
offer their customers a fun guide and ins- included in the platform and a two-hour
piration to find the perfect present, Wish tutorial, Wish was able to go live with their
introduced a gift chatbot. They were loo- gift inspiration chatbot „Willi“ in only three
king for a solution that could be imple- days.
mented as fast as possible and would Stefanie Kunze, Marketing Manager at
work on the most popular messaging app Wish, built the chatbot herself without any
in the world: WhatsApp. additional IT resources or coding skills.
After only one week, the chatbot listed
5,000 products.
In order to start the chatbot dialog, custo-
mers send a message to Wish‘s WhatsApp
number, and the bot starts the conversa-
tion. Mom, dad, friend, dog, or cat: with
only a few questions, Willi determines who
the gift is for. The bot then sends fitting
gift ideas in the WhatsApp chat, with the
direct link to the online shop.
In order to incentivize the purchase
even more through conversational com-
merce, Wish automatically offers the Wish
Express Shipping and a voucher.
The Wish community responds really well
to the chatbot. On average, users look at
nine products before buying one, and they
leave the feedback that they enjoy their
shopping experience with the bot.

Best practices
Conversational Marketing
Messaging apps for conversational marketing
Choose the right app for Use templates to save time.

your target audience.
Always collect opt-ins be- Collect and analyze data to

fore initiating messages to optimize your campaigns.
users.
Personalize the messages Promote your messaging

to improve open and click- channels everywhere to
through rates. grow your audience.
Offer additional value with

your content.

20 CONVERSATIONAL COMMERCE
Conversational
Commerce
90%
conversion rate
Lower cost
per acquisition (no need
to spend ad money for
re-engagement campaigns)
1.7 times
more likely to make a
purchase when using
messaging app
Higher
customer lifetime value

Messaging apps for conversational com-

merce: From chats to customers!
Conversational commerce is where more personal, but also more suc-
modern shopping meets personal- cessful because you can offer your
ized sales. audience exactly what they need!
Instead of aimlessly throwing offers Messaging apps are ideal for that
around, you ask your customers what because they allow you to combine
they actually want and engage with the convenience of online shopping
them in conversation. This dialogue with a personalized conversational
makes the shopping experience commerce experience.
Make it more personal Turn chats into Provide a modern

• Send individual 1:1 chats conversions shopping experience
with personalized offers • Highlight your best pro- • Enable in-chat pay-
• Send special birthday ducts through multime- ments (directly through
deals dia features a wallet or through links)
• Include a digital assis- • Send reminder mes- • Send 2FA or OTP for
tant for guided shop- sages for abandoned easy checkout
ping shopping carts • Send payment confir-
• Add product links to mation messages
your messages

The high conversion rate

above 14% shows how
important WhatsApp is
as a channel for
generating leads.
Oliver Polsak
Marketing Manager CRM • Kia
>2.000 14%
WhatsApp chats during industry conversion
24/7
availability through
test phase rate on WhatsApp chatbot

Challenge Solution
The car industry is changing. Consumers Kia introduced a WhatsApp chat. What-
no longer look at car companies as manu- sApp isn’t only the most popular social
facturers, but as mobility brands. That media channel in the world, it also com-
makes the emotional connection to the bines a personal exchange with a mobile
customer more of a focus. user experience.
As most customer questions came in
At the same time, buying a car is getting through the car model pages on Kia’s
more digital. Buyers research models website, the company set up a click-to-
online, increasingly on mobile devices. At WhatsApp chat on these landing pages.
Kia, 70% of web traffic comes from mobile Customers just clicked on the WhatsApp
devices. As a result, direct sales through widget and ended up directly in the chat.
the website are becoming more important. For this integration, Kia uses the pre-con-
figured Sinch Engage widgets. These wid-
That comes with some challenges for Kia, gets can not only be customized to fit your
as they need to ensure that the digital website’s design, but they also ensure a
experience is as engaging as the personal data compliant access to the WhatsApp
one. That’s why Kia wanted to offer custo- chat.
mers a way to reach them easily and per-
sonally online. Another advantage: With Sinch Engage,
Kia can also integrate their in-house CRM
system, which allows them to personal-
ize the customer exchange even further.
In addition, Kia uses the intuitive chatbot
builder from Sinch Engage, which is how
they built their own bot. This chatbot buil-
der is included in the Sinch Engage solu-
tion, and allows users to build their own
bot, even without special IT skills.
With the bot, Kia can answer FAQs auto-
matically. The feedback from employees
and customers is very positive. Customers
actively use the channel, and the team
has handled more than 2,000 WhatsApp
chats so far. For the future, Kia is looking
into integrating more services into the
WhatsApp chat, such as scheduling a test
drive through the WhatsApp chatbot.

Best practices
Conversational
Commerce
Messaging apps for conversational commerce
Choose the right app for Make the customer experien-

your target audience. ce as smooth as possible. The
easier it is to shop the more
people buy!
Upload your product Integrate your CRM systems

catalog. for better cross-sells and
upsells.
Optimize the shopping Integrate in-chat payment

experience for mobile options for easier purchases.
devices.

25 CONVERSATIONAL CARE
Conversational
Care
Highest
Up to 90% NPS in comparison to other
channels
CSAT scores
70%
4.7 times less e-mails
more solved ticket per

hour than via mail or phone
91%
employee satisfaction rate
50%
of workload reduced
90%
automation of FAQs

Messaging apps for conversational care:

Improve efficiency, personalize your support!
When it comes to support, custo- While you can still offer personal
mers expect businesses to provide assistance and convenient multi-
fast solutions, a smooth experience, media options for troubleshooting,
and constant availability. messaging apps are asynchronous,
so no need to answer in real time
These expectations can be hard (less stressful for customers and
to meet, even for large companies! your team), and easy to handle mul-
Conversational care through mes tiple conversations at the same time.
saging apps allows you to meet your
customers' demands and scale your You can also add automations to
support, while not having to invest in reply faster, be available 24/7, and
more resources. reduce the workload for your team.
Make service more Work together, Be available

convenient reply faster 24/7
• Send appointment • Use a chatbot to gat- • Integrate FAQ chatbots
reminders her first data to enable • Work with quick reply
• Send order confirmati- agents to answer faster buttons
ons • Let customers send you • Use automated reply
• Send delivery status images or videos to sol- templates
ve product issues faster

The number of callback

requests has fallen sig-
nificantly. Status
requests by telephone
are almost at zero.
Albert Rösch
Head of Service Consulting
60%
fewer callbacks
90%
Net promoter score
80%
of all requests solved
(NPS) by chatbot

Challenge Solution
Every day, BMW‘s service shops in Munich At first, BMW tried to use an app to im
receive numerous requests from custo- prove the process. However, most clients
mers asking about their appointments or aren‘t willing to download a new app for
the repair status of their vehicles. a one-time update. That‘s why the car
company switched to WhatsApp, which is
BMW‘s call center registers these queries, already installed on almost every German
including callback requests, and notifies smartphone.
the service agents who then call the cus-
tomers back. With Sinch Engage, a professional mess-
aging platform that offers a special solu-
In order to check the repair status of a tion for car dealers and repair shops
vehicle, BMW uses an automated inter- to connect to the WhatsApp Business
nal tracking system, „Follow Now“. Ser- Platform, BMW is now able to meet all
vice agents can access this information, their requirements of a seamless, auto-
but then have to manually pass it on to mated and GDPR-compliant customer
customers. communication.
This tedious process slows down the Customers can simply check the repair
comunication process, and leads to high status of their vehicles by sending a
costs. WhatsApp message to BMW, and the
fully integrated Follow Now bot replies
immediately with an update — no lengthy
callback loop is needed anymore. If a cus-
tomer has a more complicated question,
they can send all relevant information via
chat.
In addition, BMW can also send out auto-

mated updates to customers, or get their
permission for car repairs.
By re-routing a lot of the customer-agent

interactions to WhatsApp, the efficient
Sinch Engage solution has reduced the
number of calls by 60% and solves 80% of
inquiries by automation.

Best practices
Conversational
Care
Messaging apps for conversational care

Integrate messaging apps as Manage all incoming mes-
contact channel where your sages through one central
customers have questions. inbox.
Promote your WhatsApp Connect your CRM system

channel everywhere. to collect and save customer
data.
Use click-to-chat to guide Send out important notifica-

users to your messaging app tions to your customer, like
service. delivery or payment notifi-
cations.
Use templates and chatbots

to reduce workload and help
customers faster.

30 CONVERSATIONAL RE-ENGAGEMENT
Conversational
Re-Engagement
Longer More value

out of your customer
customer lifetime value acquisition costsls
More positive
50% reviews
less churn
Up to 35 % CTR
on re-engagement campaigns
Reduced
cost for re-engagement
campaigns

Messaging apps for conversational

re-engagement: More loyal customers!
Did you know that repeat custo- Is it easy for them to leave feed-
mers tend to spend 300 times more back? Messaging apps can provide
than new ones? So, how do you gain all of that, and more!
repeat customers?
You can easily set up personalized
In today's fast-paced world with re-engagement campaigns, re-sell
many options, it's not the product products with one message, and
that keeps customers coming save a lot of ad money (sending
back, but the experience they have someone a message is much chea-
with your brand. Can they just tap per than a re-targeting ad)! In the
one button and re-order a product? end, you'll have happier and more
Do they find your communication loyal customers!
engaging enough to come back?
Re-sell, cross-sell, and Personalized re-engage- Improve customer

upsell faster ment campaigns loyalty
• Send existing custo- • Send special deals to • Ask customers for feed-
mers new offers in the existing customer back
same chat (based on • Ask customers if they • Send links to review
shopping history) want to re-order (and portals
• Ask them to check out add easy reply but-
new products that they tons!)
also might like

Challenge
Being close to the customer – this is the
top priority of goalkeeper glove manufac-
turer and e-commerce company T1TAN.
With this service idea in mind, the team

always wants to offer its customers
exactly the communication channel they
use the most.
Solution
In 2018, the company launched a What-
sApp broadcast service. Together with
Sinch Engage, T1TAN was able to set up
their messaging service on the WhatsApp
Business API in just a few days.
In addition to the regular updates, custo-

mers can also ask T1TAN questions about
2x
higher retention rate
orders, returns, and also about the daily
routine of a goalkeeper, such as: How do I
maintain my gloves? How can I become an
50%
even better goalkeeper? A chatbot helps
to improve processes and efficiency by
answering the questions.
Of all inquiries handled
The chatbot takes care of FAQs from cus- by the chatbot
tomers in different languages. It automat
ically provides customers with the latest
information on product launches, care
instructions or online fitness training.

Best practices
Conversational
Re-Engagement
Messaging apps for conversational re-engagement
Personalize your campaigns Create exclusivity: send spe-

for better results. cial deals on messaging apps
to loyal customers.
Connect CRM systems and Use chatbots to get more

chatbots for more personal- positive reviews.
ized re-targeting campaigns.
Collect opt-ins for re- Think beyond WhatsApp:

engagement campaigns. Instagram allows for smooth
integration of discovery, ser-
vice, and re-engagement,
Telegram is great for cost-
effective re-targeting cam-
paigns, etc.

34 CONVERSATIONAL AI
Conversational AI
80%
answered of inquiries 50%
without human help reduced number of
phone calls
70%
reduced service cost 87%
increased conversion rates
10.000
automated messages
per month
Scale faster
use one chatbot for 50
different use cases

Conversational AI and messaging apps:

The dream team for scaling your business
One huge advantage of conversatio- messaging solution, you can even
nal messaging apps is that you can build your own bots without any
easily automate every aspect of coding skills!
the customer journey.
And it's definitely worth it. Chat-
From using ready-to-go marke bots reduce the workload for your
ting templates to automated reply team, help customers faster, and
buttons to FAQ chatbots, and even make processes smoother. For more
ChatGPT integrations: it's all not only complex use cases, there's helpful
possible, but also effortless to set AI solutions that are trouble-free to
up in messaging apps. With the right implement, even for small and mid-
sized businesses.
Scale your marketing Scale your sales Scale your customer

campaigns • Set up a personal service
• Connect your chatbot shopping assistant • Let a chatbot gather
with your CRM system • Use chatbots to guide basic data to guide
for highly personalized users through the customers faster to the
marketing messages check-out process right agent
• Connect ChatGPT for • Offer customer service
more inspiration for in multiple languages
marketing campaigns • Use a bot for easy ap-
pointment scheduling

A WhatsApp chatbot
is the best way to send
visitors the information
they really want.
Rahul Malhotra
Head of Marketing › Brigade Group
24/7 3500 15 000

customer service chats per month purchase

Challenge Solution
In times of online shopping and delivery In January 2022, Orion Mall introduced
services, it’s not easy for malls to attract Orion Genie to its customers, a Whats
shoppers to come out. App chatbot inspired by the Genie in the
In 2021, Orion Mall was looking for a hassle- bottle that can fulfill any wish. Similarly, the
free, eye-catching, and personal way to Orion Genie answers almost any customer
communicate with customers and (re-) question about the mall 24/7.
engage visitors.
They wanted to find a solution to keep The chatbot not only answers FAQs, but
visitors up to date about business hours, also informs users about current events
shops, brands, food and entertainment and offers at the mall. This helps custo-
options, offers, deals, events, and more. mers plan their visits better, and has been
key to getting more foot traffic to the mall.
In the past, they had informed customers During festive season, the number of visi-
via SMS, e-mail, or social media about tors even doubled!
their offers.
However, these technologies seemed out- As Orion Genie answers a variety of ques-
dated to Orion Mall. tions about many different topics, the mall
needed a more complex solution. That‘s
why Orion Mall partnered with the chatbot
experts from Sinch Chatlayer. Sinch Chat-
layer is a conversational AI platform that
can be integrated as an easy upgrade to
the Sinch Engage chatbot builder.
With this AI solution, the WhatsApp chat-
bot currently handles 15,000 data points
and interacts with users. 3,500 users per
month. Through this solution Orion Mall
was able to solve the one challenge they
were facing for months and weren‘t able
to resolve with other tools.
In the future, Orion Mall wants to add a

feedback option to the bot to create an
even more meaningful user experience

Best practices
Conversational AI
Messaging apps for conversational chatbots
Manage expectations: Let Use chatbots in SMBs: scale

customers know they’re more processes at lower cost.
interacting with a bot and
what to expect.
Think beyond customer ser-

Give your bot a personality.
vice: Use chatbots for lead
generation.
Let a chatbot handle first-le- It doesn’t always have to be

vel requests, and leave more AI: simple FAQ bots are
complex issues to your hu- highly efficient.
man agents.
Take care of a smooth col- But when you have a more

laboration between bot and complex use case: don't
agent: Give clients also the hesitate to consider AI chat-
chance to talk to a human bots. There's easy and af-
agent. fordable solutions, even for
small and mid-sized busin-
esses!

How to get started
with conversational
messaging apps
A step-by-step-guide
1. Choose the right messaging

app for your business
2. Start with one use case and

channel, and expand from there
3. Promote your app everywhere
4. Choose the right software for

your business
40 HOW TO GET STARTED WITH CONVERSATIONAL MESSAGING: A STEP-BY-STEP GUIDE FOR YOUR BUSINESS
1. How do you choose the

right messaging app for
your business?
What's the best messaging app for If you're looking for a messaging app
your business and what messaging where you can easily scale conver-
app works for which touch point? sational marketing campaigns – then
That depends on your customers Telegram and WhatsApp might be
and your specific use case! the better choice while for reaching
customers in Eastern Europe, Viber is
While Facebook Messenger com- your best option.
bined with a strong Facebook pre-
sence and chatbots can be a great By the way: there are also messaging
lead generation channel, Apple solutions where you can use mul-
Messages for Business might be the tiple messaging apps on one central
messaging app your customers trust platform!
for conversational commerce.
Mainstream
business relevance
users in India
Business
Privacy
Possibilites for companies

number of monthly
Niche

WhatsApp
The world’s favorite messaging app
with over 2 billion users!
Quick stats
2B
monthly active users
175M
users message business
accounts every day
Where is it used? What can your

business use it for?
WhatsApp is the world's most popular WhatsApp is widely used for marketing
messaging app with huge user bases messages, customer support, and sen-
in Latin America, Europe, Africa, Asia, ding transactional notifications.
and Oceana. In fact, it’s simpler to ask WhatsApp is currently working on
where WhatsApp isn’t widely used providing a full shopping experience to
(That would be the USA, Canada, Eas- help businesses receive direct pay-
tern Europe, and certain Asian count- ments over the app. This is currently
ries where regional messaging apps availabe in India, Singapore, and Brazil
like LINE, WeChat, and KakaoTalk are and being expanded to other countries
used). soon.
WhatsApp is used by a wide range of

age groups but is most popular with
people under 45.
Countries where WhatsApp is

the most popular messaging app.
In many other countries it is the
second or third most popular app.

Telegram
Engage a young, tech-savvy audience on
one of the fastest-growing messaging apps
Quick stats
700M
monthly active users
40%
annual growth for this
messaging app in 2021

Telegram use has grown quickly, espe- Telegram can be used for sending
cially among tech-savvy youngsters. newsletters and promotional offers to
Why? Because Telegram prides itself users who follow your business and
on security and privacy – somet- for customer support. It's also finding
hing that’s becoming more and more popularity with businesses to offer
important to younger generations. The pre-sales chat consultations to their
average user age is below 35. potential customers

Facebook Messenger
Messaging app from Facebook with over
1.3 million users, making it the second
most popular messaging app in the world
Quick stats
1B
monthly active users as
132M
users in India as
20B
messages sent a month
of October 2022 of 2023

Messenger, available on Facebook or Messenger is a versatile channel that
as a standalone app, is the most popu- finds its biggest uses in customer sup-
lar messaging app in the USA, Canada, port and commerce. But marketing
Australia, New Zealand, parts of central (after a user starts the conversation)
and northern Europe, parts of northern and some other types of notifications,
Africa, and parts of Asia like Philippines as well as chatbot integrations, are
and Malaysia. While Facebook as a possible too.
social media platform tends to skew
a bit older, Messenger is very popu-
lar with many age groups, especially
25–36-year-olds.
Countries where Messenger is

particularly popular with 16-64
year olds.

Instagram Direct Messenger

With over 1 billion users, Instagram let you speak to
young adults around the world
Quick stats
2B
monthly active users as
90%
of users follow a business
60%
of users say they discover
of December 2022 new products on Instagram

Instagram is popular worldwide, and Instagram is more suited to customer
while it is more of a social media site, support as it’s a customer-initiated
its messaging services are very popu- channel. But because Instagram is
lar when it comes to asking for support such a great place for users to find
from businesses. Users tend to be 35 new products, businesses can easily
or younger. use it for commerce applications too.
Countries where Instagram is

particularly popular with 16-64
year olds.

Apple Messages
for Business
Receive messages and communicate
seamlessly with iOS users on Apple devices
Quick stats
1.8B
active Apple devices
28%
global market share of cell
5th
largest iPhone market in the
worldwide phones as of October 2022 world is India as of 2023

Apple Messages for Business is avail Apple Messages for Business is primarily a
able on all Apple devices. Apple devi- customer support channel. It lets customers
ces are particularly popular in Western initiate conversations from a variety of web
countries for all ages up to 65. iPhone links or QR codes and chat with businesses
users tend to have roughly 44% higher from their iPhone inbox.
earnings than Android users; and It’s also great for commerce, thanks to the
spend roughly 100% more on tech- integration with Apple Pay that lets end-users
nology, clothes, and beauty - they buy from inside a conversation!
also tend to have a higher level of
education.
Apple Messages for Business is

available in the following countries.
Projects are subject to Apple
approval.
Contact us for more details.

2. Start with one use case

and one channel, and
expand from there
It might be tempting to switch every Start therefore with the most
thing, from marketing to customer important use case and the most
care to a conversational messaging popular messaging app, try it, mea-
solution. However, that can create sure it, improve it, and then scale!
a lot of work, and it doesn't give That way, you can optimize the solu-
you time to test and optimize the tion early, improve the experience,
solution. and grow sustainably where it makes
the most sense for your company.
We started with WhatsApp

in one location and then
expanded to all stores.
Andreas Jerchel
Marketing Manager
Autohaus Ostermeier

3. Promote your messaging

apps everywhere
You can only get the most Use click-to-chat links / ads Promote your messaging
out of conversational mes and QR codes that guide channel everywhere (online
saging apps if users know users directly into the chat and offline): in your Instagram
they can reach you there! Set and grow your audience. Story, on your company car,
up messaging widgets on on your shop window, in your
your website. e-mail signature, etc.

4. Choose the right

software for your
business
Meet Sinch Engage, your ideal platform for using messaging apps
along the customer journey.
Sinch is a great partner.

They weren’t just a
service provider but,
listened to our needs.
Rahul Malhotra
Head of Marketing
Brigade Group

Sinch Engage
Every relationship starts with a conversation
Your all-in-one platform to Ready-to-use, no IT skills necessary

leverage messaging apps
easily and professionally for World-class support and expertise
marketing, sales and customer
service. 100% data privacy compliant
Manage your customer chats State-of-the-art chat interface

through one central inbox and
send out broadcast messages Scheduled and real-time broadcast
to dedicated target groups
– manually, partially, or fully Intuitive drag and drop chatbot builder incl.
automated.
API interface
Comprehensive analytics
Start your free trial
Instantly ready to use and data secure for any company

Get a free consultation by our experts
in India & empower your business to
do the following:
Create a smooth customer journey for tageted

conversational marketing
Enable marketing and drive sales via conversations
Provide seamless bot and live agent support
Write to us at WhatsApp us Sinch Engage - India

salesindia@sinch.com 5th Floor, Tower-4 Express
Trade Tower 2B-36
Sector 132
Noida 201302
Uttar Pradesh

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The Conversational

Trends shift towards more

THE CONVERSATIONAL MESSAGING PLAYBOOK SINCH ENGAGE

Let’s have a chat!

The Age of Conversational

Conversational happens on messaging apps

Conversational messaging along the customer

How to get started with conversational messaging:

Messaging apps are changing

Harvard Business Review

THE CONVERSATIONAL MESSAGING PLAYBOOK SINCH ENGAGE

WhatsApp is the most

Top messaging apps by country

Most used messenging apps in India as of June 2023

THE CONVERSATIONAL MESSAGING PLAYBOOK SINCH ENGAGE

Marketing Commerce Support Chatbots Push Notifications

WhatsApp Telegram Messenger from Meta

Costs Costs Costs

Instagram Direct Messenger Apple Messages Viber

Costs Costs Costs

Find out more about the most popular

Find out more

THE CONVERSATIONAL MESSAGING PLAYBOOK SINCH ENGAGE

WhatsApp is the most important messaging

While businesses should take advantage of the possibilities that all

App Business Business

Multi Messenger Inbox

Agents Roles & Rights

THE CONVERSATIONAL MESSAGING PLAYBOOK SINCH ENGAGE

With the capabilities of the

THE CONVERSATIONAL MESSAGING PLAYBOOK SINCH ENGAGE

Why your customers want conversational

of customers prefer digital GWI

THE CONVERSATIONAL MESSAGING PLAYBOOK SINCH ENGAGE

Why businesses already use

Fast & easy

THE CONVERSATIONAL MESSAGING PLAYBOOK SINCH ENGAGE

THE CONVERSATIONAL MESSAGING PLAYBOOK SINCH ENGAGE

THE CONVERSATIONAL MESSAGING PLAYBOOK SINCH ENGAGE

Messaging apps for conversational

Messaging apps provide a direct way to your

The familiarity of users with the app combined with

And: messaging apps are also a lot of fun! That's why

Inform Engage Inspire

THE CONVERSATIONAL MESSAGING PLAYBOOK SINCH ENGAGE

Our WhatsApp service­

THE CONVERSATIONAL MESSAGING PLAYBOOK SINCH ENGAGE

The WhatsApp channel is therefore con-

The overall array of features of the Sinch

THE CONVERSATIONAL MESSAGING PLAYBOOK SINCH ENGAGE

Customers are looking

0 IT-skills Ø 9 products 5,000 items

THE CONVERSATIONAL MESSAGING PLAYBOOK SINCH ENGAGE

THE CONVERSATIONAL MESSAGING PLAYBOOK SINCH ENGAGE

Messaging apps for conversational marketing

Choose the right app for Use templates to save time.

Always collect opt-ins be- Collect and analyze data to

Personalize the messages Promote your messaging

Offer additional value with

THE CONVERSATIONAL MESSAGING PLAYBOOK SINCH ENGAGE

THE CONVERSATIONAL MESSAGING PLAYBOOK SINCH ENGAGE

Messaging apps for conversational com-

Make it more personal Turn chats into Provide a modern

Our WhatsApp service