Almost all messages that people receive via WhatsApp (more precisely, 98%) are opened. Moreover, 80% are read within the first five minutes of receiving them.
The data, from the instant messaging application itself, formed the basis of the presentation by Poli Digital, a partner platform of Grupo Meta, at WhatsApp Arena. The co-founder and CPO of Poli Digital, Gabriel Henrique, spoke alongside the marketing manager of Vitrine Móveis, from Goiás, Júlio Cesar Alves.
They both spoke on the topic "Click-to-click ads for WhatsApp + Conversions API: the power of ads and measurement for small businesses".
According to the manager of Vitrine Móveis, solutions that centralize WhatsApp, Instagram, and Messenger on a single platform and connect all customer service representatives in a single workflow are strategic for business. In addition to organizing the entire communication flow with and within the company, Alves cites the increased security in conducting sales through this communication channel.
Vitrine Móveis has been a client of Poli Digital, which is also from Goiás, for at least six years, recalls the platform's CPO. "The case study is significant in demonstrating, in a practical way, how the combination of technology, strategy, and data can transform entire operations," emphasizes Henrique.
“WhatsApp maintains one of the highest engagement rates on the market. This behavior explains why the channel has become so strategic for small and medium-sized businesses that need to accelerate opportunities efficiently and predictably,” argues the executive.
Integrating contacts into WhatsApp makes it possible to connect campaigns, provide customer service, accelerate the sales funnel to generate real conversations, reduce friction, and increase the quality of leads, Henrique emphasizes. "It's about transforming conversations with customers into real opportunities.".
In this context, the Conversions API plays a central role in the performance of click-through ads for WhatsApp. The technology allows Poli Digital to send conversion events directly to Meta Ads platforms, indicating which interactions result in more qualified and relevant leads. With this data, the algorithms can optimize ad delivery more precisely, prioritizing profiles with a higher propensity for conversion and contributing to better sales results, more reliable measurement, and more efficient use of media investment.
Poli Digital is an official partner of the Meta Group (WhatsApp, Instagram, and Facebook) in Brazil. This gives the platform access to official APIs (Application Programming Interfaces) – a set of standards for an application's interface. This allows for the offering of solutions better suited to the demands of client companies, with security, stability, and full compliance with the official guidelines of the Meta Group.
“For Poli Digital, being alongside Meta, including at this important event, represents not only recognition, but also the opportunity to contribute to the training of the market and demonstrate, in a practical way, how the combination of technology, strategy and data can transform entire operations,” says the co-founder.
Henrique emphasizes that the meeting brought together experts, business leaders, and marketing professionals from across the country, solidifying its position as one of the main forums for discussing trends, opportunities, and best practices in the digital environment.
