WhatsApp Costs and the Need for Omnichannel Strategy
Twilio's José Eduardo Ferreira examines the impact of messaging fees and intent-based channel selection.
Rising WhatsApp messaging costs are prompting companies to rethink relying on a single communication channel. José Eduardo Ferreira discusses how combining SMS, Google, and conversational voice helps streamline customer journeys and keep expenses in check.
With the rollout of new per-message pricing models on WhatsApp, excessive reliance on the platform has forced businesses to conduct financial and operational reviews. Speaking with Bruno Gimenes on the Marketing - The Podcast, in a full episode that also covers other technology management topics, José Eduardo Ferreira, Regional VP of Sales for Latin America at Twilio, discussed the impact of these structural shifts and the necessity of embracing an omnichannel approach.
The Need for Diversity in the Face of New Costs
Despite the app's strong market penetration across Latin America, Ferreira argues that brands must evaluate alternatives to avoid overloading their budgets with unnecessary messages. In the video above, he emphasizes that various tools must coexist depending on the specific objective of each touchpoint.
"In truth, WhatsApp is a fantastic channel that reaches almost every audience, but you have to choose the right channel for the right audience and the right intent," Ferreira explains, noting that partnerships with ecosystems like Meta, Google, and telecom operators provide this essential flexibility.
Choosing Formats Based on Intent
Determining the ideal infrastructure depends on the complexity of the message. Ferreira emphasizes that simpler or richer formats cater to different goals: "Is the intent purely informational, or are you looking to have a conversation? Perhaps WhatsApp is an option, but there might be other alternatives. SMS is very straightforward; if you need a richer connection, Google can reach a specific layer of that target audience for this type of communication."
Beyond text and alternatives such as RCS or SMS, conversational voice is gaining traction in the region. Ferreira notes that regional and educational nuances—such as in Mexico, where certain demographics face literacy or language barriers—make voice a strategic asset within proprietary apps, on WhatsApp, or via telecom carriers.
Shortening Journeys and Operational Efficiency
The central metric for sustaining healthy messaging costs lies in how long it takes a customer to resolve an inquiry. Ferreira underscores that prolonged interactions directly increase fees paid to infrastructure providers and partners.
"Nobody wants to spend a long time in a conversation just to achieve their goal. The shorter and faster it is, the better and more efficient," Ferreira notes. For leadership, his practical advice is clear: "Review intent, review the journey, review and optimize. Always check to see if the customer journey is broken or where it can be streamlined."