Meta has brought on Dentsu as the customer-relationship solution provider for the business arm of its encrypted messaging platform WhatsApp.
Initially launching in the U.K., WhatsApp Business users will be able to manage access to their accounts, including analytics and optimization tools powered by Merkle, Dentsu's customer-experience management company.
“Dentsu will enable its clients to further personalise the ways they engage with consumers to support their service, commerce and loyalty experience journeys,” said Dentsu in a recent statement.
To do so, Dentsu says it has built a proprietary web platform that provides end-to-end managed service “from creation to analysis and optimisation” via its Merkle brand.
According to Statista, there are over 200 million monthly active users on WhatsApp Business across the globe.
The app was created in 2018 to help small businesses connect directly with their customers about updates and questions in real-time. Businesses can also use the app to send vouchers and exclusive offers to consumers.
A recent Meta-commissioned study shows that 75% of adults want to communicate with a business just like they do with friends and family through messaging.
Dentsu says that the partnership harnesses new advancements in AI and will co-develop first-to-market products and solutions in media and brand activation through the Meta family of apps.
WhatsApp Business has a long list of Business Solution Providers, like Brevo, formerly known as Sendinblue, which invites users to better address customers via SMS, while also being able to facilitate marketing campaigns and marketing messages through automation.
Dentsu, however, claims to be the first-ever global agency network to become a WhatsApp Business Solution Provider.
“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,” said Angela Tangas, UK&I CEO at Dentsu, adding that the integration aims to help brands engage customers on a deeper level.