What you need to know about Meta’s WhatsApp Business Sessions

Our team joined Meta and WhatsApp for their latest business event, and one thing was crystal clear: messaging is no longer just a customer service tool. It’s fast becoming a performance-driven, full-funnel channel for brands ready to think differently about how they engage customers. Here’s what you need to know.  

The new era of engagement

Messaging isn’t just a nice-to-have touchpoint, it’s a high-intent, full-funnel space. From discovery and conversion to post-purchase support and re-engagement, WhatsApp is now a key part of the customer journey. 79% of global users now message businesses weekly. In the UK, it’s 55% and growing fast. And the numbers speak volumes:

• +61% lead volume vs legacy channels
• 22% higher order value
• 64% retention (up from 51%)

 

What’s new: from personalisation to performance

Meta’s AI is supercharging how brands interact through chat, powering real-time, personalised conversations at scale. Key features include:

• Marketing messages (think opt-in nudges for abandoned baskets, price drops, loyalty offers)
• Utility messages (like delivery updates, fraud alerts and appointment reminders)
• Authentication messages for faster, more secure checkouts
• AI-powered business chat across WhatsApp, Messenger and even Instagram ads

Whether you’re a retailer, travel brand or in financial services, these tools are now proven to drive measurable performance.  

Brands already winning with messaging

• Dermalogica: WhatsApp consultations led to 1.9x open rates and 5x CTR vs email
• TUI: 7x higher open rates and 2x site traffic
• Benefit Cosmetics: 30% more bookings, 200% YoY sales growth

So, what should brands be doing?

It’s time to rethink messaging as a media and CRM powerhouse. A few practical steps:

• Embed messaging in your media strategy via Click to Message ads
• Align CRM and CX to build persistent customer relationships
• Use AI + human insight to scale personalisation without losing relevance
• Monitor real performance metrics, from read rates to funnel conversion
• Prioritise simplicity, privacy and value in every message

The bottom line

Messaging is becoming the connective tissue between paid media and customer experience. It’s measurable. It’s scalable. And it’s already outperforming traditional channels. Brands that embrace messaging as a key part of their performance strategy now will be the ones that lead tomorrow.