Braze native WhatsApp messaging helps build customer relationships

Someone using WhatsApp on their phone.

Braze native WhatsApp messaging helps build customer relationships Duncan is an award-winning technology industry analyst, specialising in cloud computing, blockchain, martech and edge computing.


Braze, a customer engagement platform that powers interactions between consumers and the brands, has made native support for messaging channel WhatsApp generally available.

Through this direct integration with WhatsApp, which had more than two billion active users as of 2022, marketers will be able to create, orchestrate, and send WhatsApp campaigns directly from the Braze platform to strengthen customer relationships with context-rich conversational messaging that can drive higher conversion.

Kevin Wang, chief product officer for Braze, said: “Now more than ever, marketers must create more personalised and relevant customer experiences across multiple channels that provide value, build retention, and maximise 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.”

Braze empowers brands to launch automated WhatsApp campaigns at scale and easily incorporate WhatsApp into their cross-channel marketing mix, reducing reliance on point solutions and redundant intermediary technologies. In addition, brands can deliver personalised and hyper-targeted WhatsApp messages to reach the right customer with the right message at the right time. Brands can use Braze to orchestrate mobile messaging at every stage of the customer lifecycle – from activation to monetisation to retention use cases. 

Emma Ferran, head of retention for Lookiero, an online personal shopping service, said: “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 optimising our WhatsApp strategy with Braze.”

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 optimise 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 visualise relevant two-way WhatsApp conversations, creating reply messages and branching users into different journeys based on their real-time behaviours, 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, opt-outs, and responding to quick reply selections. 
  • Consolidate marketing tech and optimise 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 spend. 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 on WhatsApp, mobile app, web, email, or any other digital touchpoint.

Kyle Jenke, senior director, partnerships at Meta, said: “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 optimise their WhatsApp strategy for business growth and adhere to Meta’s best practices.” 

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

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