Meta has appointed Dentsu as its first global agency network solution provider for WhatsApp Business, with Merkle building a proprietary web platform for customers to manage, analyse and optimise customer relationships.
While brands cannot advertise directly on WhatsApp – and Meta is always quick to dismiss speculation that it is planning to sell space in messages – the platform has recently tested a feature that allows firms to send direct marketing messages within WhatsApp to users who have consented to receive them.
However, it does offer a service called “Ads That Click to WhatsApp” which are usually promotions that direct shoppers to chat conversations with brands on the messaging platform. These ads appear on feeds and stories on Instagram and Facebook, as well as Facebook Marketplace.
The Dentsu partnership, initially launching in the UK, will target businesses who are seeking more personalised services and want to engage deeper with consumers.
Meta cites its own research which found that 75% of adults say they want to communicate with a business the same way they do with friends and family through messaging, while a Forrester study found those already using WhatsApp Business report double digit performance gains compared to more traditional channels like email or SMS.
The web platform will allow customers to manage all access with their account, providing an end-to-end managed service from creation to analysis and optimisation. Dentsu maintains it is enabling businesses to take advantage of the engagement and conversion potential of the channel by delivering seamless customer journeys across media, customer engagement and service.
Naturally, the partnership harnesses new advancements in AI – as well as CX – to co-develop first-to-market products and solutions in media and brand activation through the Meta family of apps, which also include Facebook and Instagram.
Dentsu UK and Ireland chief executive Angela Tangas said: “Customer-brand communications are in the moment and increasingly conversational. It needs to be easy and brands that embrace conversational experiences will be well-positioned to thrive.
“Our relationship with Meta is focused on helping brands achieve deeper engagement and value with their current and prospective customers, a critical enabler for growth. Launching a WhatsApp conversational solution, builds on our commitment to creating seamless end to end experiences. This enables brands to establish stronger, more relevant, one-on-one connections with customers, fostering trust and enhancing service experiences in the process.”
Meta VP Northern Europe Middle East Africa Derya Matras added: “For people and businesses across the world, WhatsApp is a great place to get business done. We’re looking forward to seeing how Dentsu brings the power of messaging to its customers around the world so they can accomplish more, right within a chat.”
Interestingly, before WhatsApp was acquired by Facebook for $19bn in 2014, its co-founder Brian Acton had made “No ads! No games! No gimmicks!” the company mantra.
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