The modern consumer is always looking for an ideal way to communicate. With recent technological advancements and tech companies developing better communication channels, consumers quickly adopt newer channels. Today, most consumers prefer conversational messaging platforms such as Facebook, Instagram, Snapchat, and WhatsApp to communicate.

According to Gartner, by 2025, proactive customer engagement interactions will outnumber reactive customer engagement interactions. By transitioning to messaging platforms, consumer brands will reduce dependency on native mobile app experiences, reduce cost, increase digital and self-service effectiveness, and achieve a persistent experience for customer engagement.
WhatsApp, for example, is one of the most used messaging apps globally, with over 2.78 billion active customers. Every day, at least 100 billion messages are sent via this messaging app.