EYE TV: Nick Lane, Principal Analyst, Mobilesquared on WhatsApp Business

Mobilesquared WhatsApp Business messaging is the most in-demand and rich messaging channel. That’s perhaps not surprising since it has 2 billion active users – a ready-made channel for enterprise communication?

Mobilesquared, a company that specialises in the analysis of enterprise messaging has just released its latest databook, WhatsApp Business Messaging Traffic & Spend Forecasts, which predicts that the demand for WhatsApp Business messaging APIs will grow more than 5,400% by 2024 among medium and large businesses from just 992 at the end of 2019.

WhatsApp Business APIs are currently available from over 60 partners and permit inbound traffic (such as customer care enquiries initiated by customers via WhatsApp), and outbound traffic (such as updates and alerts sent to customers who have already contacted a business via WhatsApp).

For Mobilesquared, the majority of this traffic will be inbound (also referred to as P2A or person-2-application), making WhatsApp Business the go-to messaging channel for customer care.

EYE TV caught up with Nick Lane, founder and principal analyst at Mobilesquared to discuss this latest forecast and where WhatsApp sits within the broader enterprise messaging mix.