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always-on AI agents</span></div></a></li><li><a class="nav-item flex gap-3" href="/product/reporting-analytics"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="presentation-chart-01"><use href="/icons/sprites.svg#presentation-chart-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Reporting & Analytics</span><span class="text-sm font-normal text-gray-600">Analyze performance & uncover insights</span></div></a></li></ul></div></div></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 xl:w-3/5 before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">FEATURED CHANNELS</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/product/email"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="mail-01"><use href="/icons/sprites.svg#mail-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Email</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/mobile-app-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-02"><use href="/icons/sprites.svg#phone-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Mobile App Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/web-messaging"><div 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aria-label="star-02"><use href="/icons/sprites.svg#star-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="font-semibold text-gray-900 text-md">How It Works</span><p class="font-normal text-gray-600 text-sm">Get a breakdown of our vertically- integrated technology</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3] w-full" href="/product">Learn More</a></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" 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class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Increase Engagement</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Braze For</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/braze-for-engineering"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-01"><use href="/icons/sprites.svg#code-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Engineering</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/braze-for-startups"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-03"><use 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srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75"/></div><div class="flex w-full flex-col gap-3 pt-6"><span class="text-md font-semibold text-gray-900">2026 Global Customer Engagement Review</span><span class="text-md font-normal text-gray-600">For our sixth Global CER, we surveyed over 2,200 marketing leaders and analyzed upwards of 6 billion data points spanning more than 750 brands</span></div></div></a></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs 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font-semibold text-md">Braze Alloys</span><span class="text-sm font-normal text-gray-600">Explore and connect with our trusted Technology or Solutions partners</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/solutions-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Delivery Partners</span><span class="text-sm font-normal text-gray-600">Discover our partnerships with the world's leading agencies, consultancies, and system integrators</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/technology-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-02"><use 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class="text-sm font-bold text-gray-500">September 18, 2024</span></div></div></a></div></div><div data-index="6" tabindex="-1" class="slick-slide slick-cloned" aria-hidden="true" style="width:9.090909090909092%"><div><a class="flex px-4 text-gray-900 hover:text-primary-700 h-full w-full" aria-label="The complete guide to WhatsApp marketing" href="/resources/articles/whatsapp-marketing"><div class="relative flex size-full flex-col overflow-hidden rounded-xl bg-white shadow-xl"><div class="h-[216px] w-full overflow-hidden rounded-xl bg-gradient-card"><img alt="The complete guide to WhatsApp marketing" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="size-full rounded-xl object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F514c24ca2a958646ac94de9b8903b9da02c4b37a-3840x2160.png&w=640&q=75 1x, 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style="width:9.090909090909092%"><div><a class="flex px-4 text-gray-900 hover:text-primary-700 h-full w-full" aria-label="What’s location-based marketing?" href="/resources/articles/location-based-marketing"><div class="relative flex size-full flex-col overflow-hidden rounded-xl bg-white shadow-xl"><div class="h-[216px] w-full overflow-hidden rounded-xl bg-gradient-card"><img alt="What’s location-based marketing?" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="size-full rounded-xl object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F56a77ea46ce43e96c7bf5f95c8254cc784e42e35-1920x1080.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F56a77ea46ce43e96c7bf5f95c8254cc784e42e35-1920x1080.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F56a77ea46ce43e96c7bf5f95c8254cc784e42e35-1920x1080.png&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">15<!-- --> min read</span></div><h4 class="text-display-xs font-bold">What’s location-based marketing?</h4><span class="text-sm font-bold text-gray-500">September 11, 2025</span></div></div></a></div></div></div></div><ul style="display:block" class="slick-dots"><li class="slick-active"><button>1</button></li><li class=""><button>2</button></li><li class=""><button>3</button></li><li class=""><button>4</button></li></ul></div></div></div></div><section class="supergraphic-4 relative overflow-hidden contain-layout"><div class=""><div class="w-full px-4 py-16 md:px-14 md:py-20"><div class="container flex flex-col justify-between gap-8 md:flex-row"><div class="flex flex-col gap-6"><img alt="logo" loading="lazy" width="144" height="45" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=256&q=75 1x, /_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75 2x" src="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75"/><h1 class="text-black text-display-xs md:text-display-lg">Shape the future of customer engagement with us</h1></div><div class="flex flex-col gap-[10px]"><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Differentiate your product and service offerings</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" 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Under the change, ads will appear exclusively within the app’s Updates tab, allowing consumers to discover new products and services while keeping their conversations with friends and family uninterrupted. 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On the A2P side, RCS also offers marketers the ability to engage their customers with richer messaging experiences, including images, videos, and interactive buttons. More on that later.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2ebc99ec6939\",\"_type\":\"block\",\"children\":[{\"_key\":\"ca52b020dccc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"While RCS has been available for Android users for some time, this messaging protocol is finally being supported by Apple with the \"},{\"_key\":\"ca52b020dccc1\",\"_type\":\"span\",\"marks\":[\"277b323f6f4b\"],\"text\":\"release of iOS 18\"},{\"_key\":\"ca52b020dccc2\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"277b323f6f4b\",\"_type\":\"link\",\"href\":\"https://www.apple.com/newsroom/2024/09/ios-18-is-available-today-making-iphone-more-personal-and-capable-than-ever/#:~:text=iOS%2018%20is%20now%20available,enhancements%20to%20Messages%20and%20Mail\"}],\"style\":\"normal\"},{\"_key\":\"a044f8d4b3ff\",\"_type\":\"block\",\"children\":[{\"_key\":\"30b5cb38c1d80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Because of the current hype around RCS, it’s a perfect time for marketers to learn more about RCS: What it is, its key features and capabilities, and how they can use it as a marketing channel.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0427a4d9d54b\",\"_type\":\"block\",\"children\":[{\"_key\":\"fcb1c623abf30\",\"_type\":\"span\",\"marks\":[],\"text\":\"So let’s dive in. In this guide we’ll cover:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fbae591751ae\",\"_type\":\"block\",\"children\":[{\"_key\":\"29546b84b4520\",\"_type\":\"span\",\"marks\":[\"3e5902661d8d\"],\"text\":\"What is RCS?\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[{\"_key\":\"3e5902661d8d\",\"_type\":\"link\",\"blank\":false,\"href\":\"future-of-rcs-vs-sms#intro\"}],\"style\":\"normal\"},{\"_key\":\"d71267ebf775\",\"_type\":\"block\",\"children\":[{\"_key\":\"e46996e3c21e0\",\"_type\":\"span\",\"marks\":[\"8cf363c7439e\"],\"text\":\"A brief history of RCS\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[{\"_key\":\"8cf363c7439e\",\"_type\":\"link\",\"blank\":false,\"href\":\"#history\"}],\"style\":\"normal\"},{\"_key\":\"8dc5d848bfcc\",\"_type\":\"block\",\"children\":[{\"_key\":\"92cfd2258fff0\",\"_type\":\"span\",\"marks\":[\"b1c3e0ef2bae\"],\"text\":\"RCS messaging features and capabilities\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[{\"_key\":\"b1c3e0ef2bae\",\"_type\":\"link\",\"blank\":false,\"href\":\"#capabilities\"}],\"style\":\"normal\"},{\"_key\":\"3f84ed846578\",\"_type\":\"block\",\"children\":[{\"_key\":\"5dd935ddcafc0\",\"_type\":\"span\",\"marks\":[\"d499da091130\"],\"text\":\"How does RCS work?\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[{\"_key\":\"d499da091130\",\"_type\":\"link\",\"blank\":false,\"href\":\"future-of-rcs-vs-sms#how\"}],\"style\":\"normal\"},{\"_key\":\"c36523f66eae\",\"_type\":\"block\",\"children\":[{\"_key\":\"bb8fcf4483750\",\"_type\":\"span\",\"marks\":[\"8c97d51361f1\"],\"text\":\"Key players in the RCS landscape\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[{\"_key\":\"8c97d51361f1\",\"_type\":\"link\",\"blank\":false,\"href\":\"future-of-rcs-vs-sms#landscape\"}],\"style\":\"normal\"},{\"_key\":\"e2ba48c7e64f\",\"_type\":\"block\",\"children\":[{\"_key\":\"93b2209e5f1c0\",\"_type\":\"span\",\"marks\":[\"073eeffde21f\"],\"text\":\"What is RCS Business Messaging (RBM)?\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[{\"_key\":\"073eeffde21f\",\"_type\":\"link\",\"blank\":false,\"href\":\"future-of-rcs-vs-sms#what\"}],\"style\":\"normal\"},{\"_key\":\"429d8f3d042d\",\"_type\":\"block\",\"children\":[{\"_key\":\"8b74ecc5fed50\",\"_type\":\"span\",\"marks\":[\"d6033429f387\"],\"text\":\"The benefits of RCS Business Messaging and RCS marketing for brands\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[{\"_key\":\"d6033429f387\",\"_type\":\"link\",\"blank\":false,\"href\":\"future-of-rcs-vs-sms#benefits\"}],\"style\":\"normal\"},{\"_key\":\"66e75b13aae8\",\"_type\":\"block\",\"children\":[{\"_key\":\"c428d952f4d00\",\"_type\":\"span\",\"marks\":[\"942c447fc5da\"],\"text\":\"Is RCS Business Messaging a fit for my brand?\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[{\"_key\":\"942c447fc5da\",\"_type\":\"link\",\"blank\":false,\"href\":\"future-of-rcs-vs-sms#fit\"}],\"style\":\"normal\"},{\"_key\":\"596d6eb3671c\",\"_type\":\"block\",\"children\":[{\"_key\":\"3d797e56012b0\",\"_type\":\"span\",\"marks\":[\"3a85cbbad9f4\"],\"text\":\"What’s the difference between RCS, SMS/MMS, and iMessage?\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[{\"_key\":\"3a85cbbad9f4\",\"_type\":\"link\",\"blank\":false,\"href\":\"future-of-rcs-vs-sms#difference\"}],\"style\":\"normal\"},{\"_key\":\"4a397a32b890\",\"_type\":\"block\",\"children\":[{\"_key\":\"ac19d9ae2e250\",\"_type\":\"span\",\"marks\":[\"6144e3f5921d\"],\"text\":\"RCS Marketing FAQs\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[{\"_key\":\"6144e3f5921d\",\"_type\":\"link\",\"blank\":false,\"href\":\"future-of-rcs-vs-sms#faqs\"}],\"style\":\"normal\"},{\"_key\":\"481a6460f6d0\",\"_type\":\"anchor\",\"anchorId\":\"intro\"},{\"_key\":\"8f44ad9c5eb8\",\"_type\":\"block\",\"children\":[{\"_key\":\"a47f5799cd510\",\"_type\":\"span\",\"marks\":[],\"text\":\"What is RCS?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0d5bd898d20c\",\"_type\":\"block\",\"children\":[{\"_key\":\"494cde28ec750\",\"_type\":\"span\",\"marks\":[],\"text\":\"RCS stands for rich communication services (RCS). RCS messaging is an IP-based communications technology protocol that provides enhanced or \\\"rich\\\" capabilities for messaging, including text, voice, video, and file transfer.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1e680bf38dda\",\"_type\":\"block\",\"children\":[{\"_key\":\"2bca2b2cc01f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In simpler terms, you can think of RCS messaging as SMS 2.0. \"},{\"_key\":\"2bca2b2cc01f1\",\"_type\":\"span\",\"marks\":[\"4e45749ede49\"],\"text\":\"Similar to SMS\"},{\"_key\":\"2bca2b2cc01f2\",\"_type\":\"span\",\"marks\":[],\"text\":\", RCS offers messaging capabilities without the need for a third-party app, but with richer and more advanced capabilities. On iPhones, RCS messages are delivered in the pre-installed iMessages app. On Androids, they’re delivered in the pre-installed Google Messages app.\"}],\"markDefs\":[{\"_key\":\"4e45749ede49\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whats-the-difference-between-sms-mms-and-rcs\"}],\"style\":\"normal\"},{\"_key\":\"fc44294402ed\",\"_type\":\"block\",\"children\":[{\"_key\":\"12b9348864570\",\"_type\":\"span\",\"marks\":[],\"text\":\"RCS has similar features and capabilities to those that are available on other popular messaging apps, like \"},{\"_key\":\"12b9348864571\",\"_type\":\"span\",\"marks\":[\"38cb1440c043\"],\"text\":\"WhatsApp\"},{\"_key\":\"12b9348864572\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"12b9348864573\",\"_type\":\"span\",\"marks\":[\"397a619e96ae\"],\"text\":\"Facebook Messenger\"},{\"_key\":\"12b9348864574\",\"_type\":\"span\",\"marks\":[],\"text\":\", such as typing indicators and the ability to let someone know you've read their message. It also offers—as the name suggests—rich media, such as the ability to send high-resolution pictures and videos, GIFs, and files such as PDFs. And it’s no surprise that RCS bears similarities to these other popular apps… it was designed to compete with them. \"}],\"markDefs\":[{\"_key\":\"38cb1440c043\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/how-to-incorporate-whatsapp-into-your-cross-channel-strategy\"},{\"_key\":\"397a619e96ae\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/partners/message_orchestration/additional_channels/instant_chat/messenger\"}],\"style\":\"normal\"},{\"_key\":\"5f1767244137\",\"_type\":\"block\",\"children\":[{\"_key\":\"5dc978a93d69\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let’s explore the brief history of how RCS came about.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9bcc0696ac10\",\"_type\":\"richImage\",\"alt\":\"A phone screen showing a conversation\",\"asset\":{\"_ref\":\"image-95610a25391c8ad4f296662f3195b4458927e822-2400x1800-png\",\"_type\":\"reference\"},\"caption\":\"A phone screen showing a conversation\"},{\"_key\":\"7ad921655623\",\"_type\":\"anchor\",\"anchorId\":\"history\"},{\"_key\":\"da96d5d4f831\",\"_type\":\"block\",\"children\":[{\"_key\":\"d9b5ae8c6d160\",\"_type\":\"span\",\"marks\":[],\"text\":\"A brief history of RCS\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d850fea3f790\",\"_type\":\"block\",\"children\":[{\"_key\":\"8ed7c8788c0c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"RCS messaging came about as a way to replace \"},{\"_key\":\"8ed7c8788c0c1\",\"_type\":\"span\",\"marks\":[\"dab399159be6\"],\"text\":\"SMS\"},{\"_key\":\"8ed7c8788c0c2\",\"_type\":\"span\",\"marks\":[],\"text\":\" messaging with a more advanced protocol that could compete with the likes of other messaging apps including WhatsApp, Facebook Messenger, and Apple’s iMessage. These apps started to provide more advanced and interactive features like support for read receipts, rich media, group chats, and other capabilities not available with basic text messages. The cellular industry knew they needed to keep up.\"}],\"markDefs\":[{\"_key\":\"dab399159be6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/sms\"}],\"style\":\"normal\"},{\"_key\":\"d21f91a3ee08\",\"_type\":\"block\",\"children\":[{\"_key\":\"0515db446a6e\",\"_type\":\"span\",\"marks\":[],\"text\":\"However, many factors have prevented RCS from becoming as ubiquitous as SMS and \"},{\"_key\":\"8ed7c8788c0c3\",\"_type\":\"span\",\"marks\":[\"3634dc99d0e3\"],\"text\":\"multimedia messaging service (MMS)\"},{\"_key\":\"8ed7c8788c0c4\",\"_type\":\"span\",\"marks\":[],\"text\":\" messages, including Apple’s prior lack of support for RCS and the absence of universal support for RCS across carriers and devices.\"}],\"markDefs\":[{\"_key\":\"3634dc99d0e3\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/level-up-your-sms-marketing-strategy-with-mms\"}],\"style\":\"normal\"},{\"_key\":\"9e7cf1a09335\",\"_type\":\"block\",\"children\":[{\"_key\":\"08bce2266357\",\"_type\":\"span\",\"marks\":[],\"text\":\"That will all start to change with Apple iOS 18. As a result of this update, messages between Android and Apple users will be delivered via RCS, \"},{\"_key\":\"8ed7c8788c0c5\",\"_type\":\"span\",\"marks\":[\"d09dc0bb61ae\"],\"text\":\"instead of SMS/MMS\"},{\"_key\":\"8ed7c8788c0c6\",\"_type\":\"span\",\"marks\":[],\"text\":\", providing customers on both platforms with a better messaging experience, including read receipts, typing indicators, and improved image quality.\"}],\"markDefs\":[{\"_key\":\"d09dc0bb61ae\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whats-the-difference-between-sms-mms-and-rcs\"}],\"style\":\"normal\"},{\"_key\":\"db101b0a5c9b\",\"_type\":\"block\",\"children\":[{\"_key\":\"8ed7c8788c0c7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"A short timeline of RCS\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"51b2a3562e55\",\"_type\":\"block\",\"children\":[{\"_key\":\"7dd92e7ede040\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2007 to 2010: \"},{\"_key\":\"7dd92e7ede041\",\"_type\":\"span\",\"marks\":[],\"text\":\"The basic concept of RCS was first introduced by a group of industry promoters led by telecom companies. Their aim was to elevate traditional SMS and MMS messaging with features found in popular web-based messaging apps.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f923a9878d34\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ca1e63a421e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"However, various mobile carriers involved in the creation of RCS ended up implementing their own versions of RCS, resulting in a fragmented market that initially failed to take off.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d8c6782b1203\",\"_type\":\"block\",\"children\":[{\"_key\":\"6fced3ad90750\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2016: \"},{\"_key\":\"6fced3ad90751\",\"_type\":\"span\",\"marks\":[],\"text\":\"The \"},{\"_key\":\"6fced3ad90752\",\"_type\":\"span\",\"marks\":[\"752ac6f46b0f\"],\"text\":\"GSMA\"},{\"_key\":\"6fced3ad90753\",\"_type\":\"span\",\"marks\":[],\"text\":\", an industry group representing the interests of mobile carriers, launched a unified version of RCS—\"},{\"_key\":\"6fced3ad90754\",\"_type\":\"span\",\"marks\":[\"2212bff9650e\"],\"text\":\"the RCS Universal Profile\"},{\"_key\":\"6fced3ad90755\",\"_type\":\"span\",\"marks\":[],\"text\":\"—with the goal of creating a standardized, interoperable version of RCS designed to work across different mobile networks and devices. Carriers that deployed the Universal Profile guaranteed interconnection with other carriers.\"}],\"markDefs\":[{\"_key\":\"752ac6f46b0f\",\"_type\":\"link\",\"href\":\"https://www.gsma.com/\"},{\"_key\":\"2212bff9650e\",\"_type\":\"link\",\"href\":\"https://www.gsma.com/newsroom/wp-content/uploads/RCC.71-v2.6-1.pdf\"}],\"style\":\"normal\"},{\"_key\":\"d5b5ac3ea37e\",\"_type\":\"block\",\"children\":[{\"_key\":\"bf297102c20b0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2019: \"},{\"_key\":\"bf297102c20b1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Looking to offer Android users a messaging experience on par with iMessage and other popular messaging apps, Google began releasing RCS to Android users. However, because of Apple’s lack of support for RCS, RCS was still not universally adopted.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"abf8e9124a8e\",\"_type\":\"block\",\"children\":[{\"_key\":\"d9ce6298ada10\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2023: \"},{\"_key\":\"d9ce6298ada11\",\"_type\":\"span\",\"marks\":[],\"text\":\"Google announced that \"},{\"_key\":\"d9ce6298ada12\",\"_type\":\"span\",\"marks\":[\"b061d9640895\"],\"text\":\"over 1 billion monthly active users were using RCS in Google Messages\"},{\"_key\":\"d9ce6298ada13\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\". \"},{\"_key\":\"d9ce6298ada14\",\"_type\":\"span\",\"marks\":[],\"text\":\"RCS was implemented as the default P2P messaging service for nearly all Android devices.\"}],\"markDefs\":[{\"_key\":\"b061d9640895\",\"_type\":\"link\",\"href\":\"https://www.theverge.com/2023/11/30/23981350/google-messages-chat-rcs-apple-imessage-photo-emoji\"}],\"style\":\"normal\"},{\"_key\":\"728fe3a10490\",\"_type\":\"block\",\"children\":[{\"_key\":\"a750ad33b8af0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2023: \"},{\"_key\":\"e19c109700ec\",\"_type\":\"span\",\"marks\":[],\"text\":\"Apple announced that it will \"},{\"_key\":\"a750ad33b8af1\",\"_type\":\"span\",\"marks\":[\"ef8a36a774b7\"],\"text\":\"start supporting RCS in late 2024\"},{\"_key\":\"a750ad33b8af2\",\"_type\":\"span\",\"marks\":[],\"text\":\". \"}],\"markDefs\":[{\"_key\":\"ef8a36a774b7\",\"_type\":\"link\",\"href\":\"https://9to5mac.com/2023/11/16/apple-rcs-coming-to-iphone/#:~:text=Meanwhile%2C%20Apple%20says%20that%20RCS,instead%20doubled%20down%20on%20iMessage.\"}],\"style\":\"normal\"},{\"_key\":\"246b583bbeed\",\"_type\":\"block\",\"children\":[{\"_key\":\"762f0fe5d786\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2024:\"},{\"_key\":\"d8c7f9167294\",\"_type\":\"span\",\"marks\":[],\"text\":\" Apple releases support for RCS with iOS 18.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"920dcfefe83f\",\"_type\":\"anchor\",\"anchorId\":\"capabilities\"},{\"_key\":\"54bef08b16c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e4d673620c30\",\"_type\":\"span\",\"marks\":[],\"text\":\"RCS messaging features and capabilities\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"30f10b9517d0\",\"_type\":\"block\",\"children\":[{\"_key\":\"5bc79952f9c20\",\"_type\":\"span\",\"marks\":[],\"text\":\"RCS includes all of the basic functions of \"},{\"_key\":\"5bc79952f9c21\",\"_type\":\"span\",\"marks\":[\"1a3820bb3079\"],\"text\":\"SMS\"},{\"_key\":\"5bc79952f9c22\",\"_type\":\"span\",\"marks\":[],\"text\":\", along with many of the flashier messaging bells and whistles consumers have come to expect from channels like WhatsApp, Facebook Messenger, and iMessage.\"}],\"markDefs\":[{\"_key\":\"1a3820bb3079\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/sms\"}],\"style\":\"normal\"},{\"_key\":\"c2423494cb06\",\"_type\":\"block\",\"children\":[{\"_key\":\"2c889e1de3a50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Key RCS messaging capabilities include:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5231041ea274\",\"_type\":\"block\",\"children\":[{\"_key\":\"a32ecfc1c9a80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Messaging features like:\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6348e1773586\",\"_type\":\"block\",\"children\":[{\"_key\":\"420b4629ef130\",\"_type\":\"span\",\"marks\":[],\"text\":\"Typing notifications\"}],\"level\":2,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9e4e8b6dc0aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"3dda65203e8f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Message delivery statuses\"}],\"level\":2,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e97a94a611a8\",\"_type\":\"block\",\"children\":[{\"_key\":\"d6857fb39e660\",\"_type\":\"span\",\"marks\":[],\"text\":\"Read receipts\"}],\"level\":2,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f24837f31c16\",\"_type\":\"block\",\"children\":[{\"_key\":\"648d5ad9bdbd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Message reactions\"}],\"level\":2,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"492ce20b7764\",\"_type\":\"block\",\"children\":[{\"_key\":\"9a292d1beed40\",\"_type\":\"span\",\"marks\":[],\"text\":\"User tagging\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ee5594394579\",\"_type\":\"block\",\"children\":[{\"_key\":\"4b2d34952b630\",\"_type\":\"span\",\"marks\":[],\"text\":\"Location sharing\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e55380ee873a\",\"_type\":\"block\",\"children\":[{\"_key\":\"576c5d3d239e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"End-to-end encryption\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8ad59d7d2d14\",\"_type\":\"block\",\"children\":[{\"_key\":\"e96b5cb99f2c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Opening messages in browsers, maps, and other apps\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b6339cc2bf0a\",\"_type\":\"block\",\"children\":[{\"_key\":\"f6e391d28e060\",\"_type\":\"span\",\"marks\":[],\"text\":\"Sending and receiving:\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"aea568a1c250\",\"_type\":\"block\",\"children\":[{\"_key\":\"fd237028dbb50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Text-based messages\"}],\"level\":2,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ddbbe46cae50\",\"_type\":\"block\",\"children\":[{\"_key\":\"f3ed5fb44d9e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Voice calls\"}],\"level\":2,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"aaa3c9c2bc1d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f4da9fd8b0f20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Video calls\"}],\"level\":2,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"48aca0b37219\",\"_type\":\"block\",\"children\":[{\"_key\":\"ef3ed5f863af0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Voice messages\"}],\"level\":2,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"57886fe1b7f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"7299b0421e070\",\"_type\":\"span\",\"marks\":[],\"text\":\"Multimedia files, such as images (at a higher resolution than traditional MMS messages), videos, and documents\"}],\"level\":2,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"97f2c59ab44d\",\"_type\":\"block\",\"children\":[{\"_key\":\"ffa56966fde60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Group chats\"}],\"level\":2,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0c52671ec800\",\"_type\":\"anchor\",\"anchorId\":\"how\"},{\"_key\":\"3873db7317a1\",\"_type\":\"block\",\"children\":[{\"_key\":\"a855cc7d2de50\",\"_type\":\"span\",\"marks\":[],\"text\":\"How does RCS work?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"1ef9247dbdd2\",\"_type\":\"block\",\"children\":[{\"_key\":\"938a50a088440\",\"_type\":\"span\",\"marks\":[],\"text\":\"RCS messaging is an IP-based messaging service, operating through carrier data networks and WiFi. When RCS is supported and enabled on a consumer’s mobile device, they can automatically add reactions to messages, see when other users are typing, and add GIFs and other rich elements to their messages. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9869e8c836ab\",\"_type\":\"block\",\"children\":[{\"_key\":\"7131c6a0ffda\",\"_type\":\"span\",\"marks\":[],\"text\":\"So are all messages sent by Android and iPhone users sent as RCS now? Well, not exactly. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9a0546b81c56\",\"_type\":\"block\",\"children\":[{\"_key\":\"606365b0f16d\",\"_type\":\"span\",\"marks\":[],\"text\":\"RCS is automatically enabled on Android devices, so all Android to Android messages are sent using RCS. For iPhone users, messages between iOS devices will continue to be sent via iMessage, as Apple has made it clear that iMessage will \"},{\"_key\":\"938a50a088441\",\"_type\":\"span\",\"marks\":[\"cc18347a7523\"],\"text\":\"“continue to be the best and most secure messaging experience for Apple users.”\"},{\"_key\":\"938a50a088442\",\"_type\":\"span\",\"marks\":[],\"text\":\" However, messages that are sent between Android and iOS devices will be sent via RCS when enabled, which will improve the messaging experience between Android and iPhone users.\"}],\"markDefs\":[{\"_key\":\"cc18347a7523\",\"_type\":\"link\",\"href\":\"https://techcrunch.com/2023/11/16/apple-to-finally-bring-rcs-to-iphones/\"}],\"style\":\"normal\"},{\"_key\":\"9b97d2a4a068\",\"_type\":\"anchor\",\"anchorId\":\"landscape\"},{\"_key\":\"cc173193da40\",\"_type\":\"block\",\"children\":[{\"_key\":\"be14592e99aa0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Key players in the RCS landscape\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"13a332188d32\",\"_type\":\"block\",\"children\":[{\"_key\":\"2bbd34fd96410\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Mobile carriers:\"},{\"_key\":\"2bbd34fd96411\",\"_type\":\"span\",\"marks\":[],\"text\":\" RCS first came to be as a result of telecom companies looking to improve the \"},{\"_key\":\"2bbd34fd96412\",\"_type\":\"span\",\"marks\":[\"772c232e0a5c\"],\"text\":\"SMS/MMS messaging experience\"},{\"_key\":\"2bbd34fd96413\",\"_type\":\"span\",\"marks\":[],\"text\":\". Today, these companies play a major role in the adoption of RCS across networks.\"}],\"markDefs\":[{\"_key\":\"772c232e0a5c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whats-the-difference-between-sms-mms-and-rcs\"}],\"style\":\"normal\"},{\"_key\":\"0902b1612b83\",\"_type\":\"block\",\"children\":[{\"_key\":\"116042b9aaa70\",\"_type\":\"span\",\"marks\":[],\"text\":\"At the moment, three major US mobile carriers (AT\u0026T, Verizon, and T-Mobile) offer support for RCS. \"},{\"_key\":\"116042b9aaa71\",\"_type\":\"span\",\"marks\":[\"9cd63a746a02\"],\"text\":\"As of June 2024\"},{\"_key\":\"116042b9aaa72\",\"_type\":\"span\",\"marks\":[],\"text\":\", over 55 cellular networks support RCS worldwide.\"}],\"markDefs\":[{\"_key\":\"9cd63a746a02\",\"_type\":\"link\",\"href\":\"https://www.androidauthority.com/what-is-rcs-messaging-726687/\"}],\"style\":\"normal\"},{\"_key\":\"8b2fbea3ebcb\",\"_type\":\"block\",\"children\":[{\"_key\":\"db45d56431a00\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Google:\"},{\"_key\":\"db45d56431a01\",\"_type\":\"span\",\"marks\":[],\"text\":\" As t\"},{\"_key\":\"db45d56431a02\",\"_type\":\"span\",\"marks\":[\"743bacd15789\"],\"text\":\"he #1 driver of RCS adoption\"},{\"_key\":\"db45d56431a03\",\"_type\":\"span\",\"marks\":[],\"text\":\", Google has worked with global carriers and smartphone manufacturers to advance and promote the adoption of RCS with a goal of replacing SMS/MMS. The Google Messages app, which is the default messaging app on most new Android devices, uses the RCS protocol.\"}],\"markDefs\":[{\"_key\":\"743bacd15789\",\"_type\":\"link\",\"href\":\"https://www.androidpolice.com/2019/06/17/google-takes-rcs-rollout-into-its-own-hands-after-carriers-totally-botch-it/\"}],\"style\":\"normal\"},{\"_key\":\"3e3e371d459d\",\"_type\":\"block\",\"children\":[{\"_key\":\"94d2df04c5260\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"End users:\"},{\"_key\":\"94d2df04c5261\",\"_type\":\"span\",\"marks\":[],\"text\":\" With the rise of feature-rich messaging channels like WhatsApp and Facebook Messenger, consumers have high expectations for messaging experiences, which has driven the telecom industry to support richer experiences like RCS to meet consumers’ growing expectations.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"00ff82339fe6\",\"_type\":\"block\",\"children\":[{\"_key\":\"2f45e6f82cbc0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Apple: \"},{\"_key\":\"2f45e6f82cbc1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Until September 2024, Apple historically refused to support RCS, instead opting to keep all messaging within their own P2P messaging app, iMessage, and falling back to \"},{\"_key\":\"2f45e6f82cbc2\",\"_type\":\"span\",\"marks\":[\"20ea5df5ca36\"],\"text\":\"SMS/MMS\"},{\"_key\":\"2f45e6f82cbc3\",\"_type\":\"span\",\"marks\":[],\"text\":\" for messages between iOS and Android devices. In 2023, they announced that they would \"},{\"_key\":\"2f45e6f82cbc4\",\"_type\":\"span\",\"marks\":[\"b2b3cd82e0e3\"],\"text\":\"support RCS alongside iMessage in late 2024\"},{\"_key\":\"2f45e6f82cbc5\",\"_type\":\"span\",\"marks\":[],\"text\":\" to improve interoperability between iPhone and Android users. In September 2024, they released iOS 18 and started supporting RCS. \"}],\"markDefs\":[{\"_key\":\"20ea5df5ca36\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/sms\"},{\"_key\":\"b2b3cd82e0e3\",\"_type\":\"link\",\"href\":\"https://9to5mac.com/2023/11/16/apple-rcs-coming-to-iphone/#:~:text=Meanwhile%2C%20Apple%20says%20that%20RCS,instead%20doubled%20down%20on%20iMessage.\"}],\"style\":\"normal\"},{\"_key\":\"abf5c9f80ff4\",\"_type\":\"anchor\",\"anchorId\":\"what\"},{\"_key\":\"e4a92532370b\",\"_type\":\"block\",\"children\":[{\"_key\":\"adcfb27d3aa90\",\"_type\":\"span\",\"marks\":[],\"text\":\"What is RCS Business Messaging (RBM)?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"78acd596ddfd\",\"_type\":\"block\",\"children\":[{\"_key\":\"cc94da783d8b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"RCS Business Messaging, sometimes shortened to RBM, is the A2P version of RCS that allows companies to send marketing and transactional RCS messages to customers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5abed2244d9a\",\"_type\":\"block\",\"children\":[{\"_key\":\"54c168188b660\",\"_type\":\"span\",\"marks\":[],\"text\":\"Historically, Apple's lack of support for RCS ultimately stifled the protocol's growth. With carriers having less incentive to support RCS, SMS continued to be the #1 choice for marketers looking to reach both Apple and Android users with text message marketing. However, with the recent release of iOS 18 ushering in a new era of RCS on iPhones, this update will likely accelerate the adoption of RCS Business Messaging, since marketers can now engage their entire user base (across iPhone and Android users) with richer messaging experiences.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d1e656ce7e66\",\"_type\":\"anchor\",\"anchorId\":\"benefits\"},{\"_key\":\"6539cb386804\",\"_type\":\"block\",\"children\":[{\"_key\":\"f0d3bbd7981b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The benefits of RCS Business Messaging (RBM) and RCS marketing for brands\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"99ede58aa17c\",\"_type\":\"block\",\"children\":[{\"_key\":\"94c224aaee460\",\"_type\":\"span\",\"marks\":[],\"text\":\"For brands, \"},{\"_key\":\"94c224aaee461\",\"_type\":\"span\",\"marks\":[\"a73565abef78\"],\"text\":\"RCS messaging\"},{\"_key\":\"94c224aaee462\",\"_type\":\"span\",\"marks\":[],\"text\":\" means the potential to create richer messaging experiences. For example, marketers can include higher-quality images, interactive buttons, and suggested actions in their messages. Imagine carousels of menu items alongside text descriptions or a few suggested responses that a consumer can select to provide feedback after a recent purchase. \"}],\"markDefs\":[{\"_key\":\"a73565abef78\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whats-the-difference-between-sms-mms-and-rcs\"}],\"style\":\"normal\"},{\"_key\":\"636e43eb9f0e\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b99bdf3e77f\",\"_type\":\"span\",\"marks\":[],\"text\":\"With RCS, marketers also gain more robust analytics, so they can gain insight into who is reading and interacting with messages, something that the SMS channel lacks. All of the rich capabilities of RCS offer brands the potential for higher engagement—and higher conversions. In the future, businesses may even be able to \"},{\"_key\":\"94c224aaee463\",\"_type\":\"span\",\"marks\":[\"062835d4ab23\"],\"text\":\"allow customers to make their airplane seat selections\"},{\"_key\":\"94c224aaee464\",\"_type\":\"span\",\"marks\":[],\"text\":\" directly within their RCS messages, without recipients having to navigate to a website or app.\"}],\"markDefs\":[{\"_key\":\"062835d4ab23\",\"_type\":\"link\",\"href\":\"https://www.digitaltrends.com/mobile/what-is-rcs-messaging/\"}],\"style\":\"normal\"},{\"_key\":\"8ab0abbb608c\",\"_type\":\"block\",\"children\":[{\"_key\":\"bfe43296ec470\",\"_type\":\"span\",\"marks\":[],\"text\":\"Benefits of RCS Business Messaging include:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1d2bb8f29864\",\"_type\":\"block\",\"children\":[{\"_key\":\"df653ebb2c2f0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Robust message types\"},{\"_key\":\"df653ebb2c2f1\",\"_type\":\"span\",\"marks\":[],\"text\":\", such as text, rich card, and carousels\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b5f4a796ed62\",\"_type\":\"block\",\"children\":[{\"_key\":\"5d32eb89f7850\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Rich media\"},{\"_key\":\"5d32eb89f7851\",\"_type\":\"span\",\"marks\":[],\"text\":\" like images, videos, and other files\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"789c1052b870\",\"_type\":\"block\",\"children\":[{\"_key\":\"8e424e85ff970\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Two-way messaging capabilities \"},{\"_key\":\"8e424e85ff971\",\"_type\":\"span\",\"marks\":[],\"text\":\"and interactive features\"},{\"_key\":\"8e424e85ff972\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" \"},{\"_key\":\"8e424e85ff973\",\"_type\":\"span\",\"marks\":[],\"text\":\"like suggested actions\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d2bdb0cd5c3d\",\"_type\":\"block\",\"children\":[{\"_key\":\"a556aaeae4ec0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Verified sending \"},{\"_key\":\"a556aaeae4ec1\",\"_type\":\"span\",\"marks\":[],\"text\":\"for increased consumer trust and safety\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"86b15c02ae1b\",\"_type\":\"block\",\"children\":[{\"_key\":\"b70644969f5c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Branding\"},{\"_key\":\"b70644969f5c1\",\"_type\":\"span\",\"marks\":[],\"text\":\" displayed at the top of the message thread, including logo, brand name, and badge\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"192e23c567c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"6309ac4b7ed30\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Comprehensive reporting and analytics\"},{\"_key\":\"6309ac4b7ed31\",\"_type\":\"span\",\"marks\":[],\"text\":\", like read metrics, clicks, deliveries, and failures\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"08c372065bf5\",\"_type\":\"richImage\",\"alt\":\"A phone screen showing RCS features\",\"asset\":{\"_ref\":\"image-e109fd39bb098d997eb1572836e36fb7acaac3b2-2400x2200-png\",\"_type\":\"reference\"},\"caption\":\"A phone screen showing RCS features\"},{\"_key\":\"6a7a5f3fee2a\",\"_type\":\"anchor\",\"anchorId\":\"fit\"},{\"_key\":\"2e6128c3fd0a\",\"_type\":\"block\",\"children\":[{\"_key\":\"df7f8727a0980\",\"_type\":\"span\",\"marks\":[],\"text\":\"Is RCS Business Messaging a fit for my brand?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3b10871b5c87\",\"_type\":\"block\",\"children\":[{\"_key\":\"dbc67c53d2910\",\"_type\":\"span\",\"marks\":[],\"text\":\"Given the benefits of RCS marketing for businesses listed above, this channel may be a fit for your brand. However, there are some important factors to keep in mind.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5f51efe8660b\",\"_type\":\"block\",\"children\":[{\"_key\":\"78ae3df3bfb40\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Cost: \"},{\"_key\":\"78ae3df3bfb41\",\"_type\":\"span\",\"marks\":[],\"text\":\"Cost is a key consideration for marketers looking to maximize their budget. Because RCS offers richer capabilities than SMS, it may cost more in some instances. Marketers should consider the cost of sending SMS versus RCS. For some brands, using both channels for different use cases might be the right choice. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"191847919e12\",\"_type\":\"block\",\"children\":[{\"_key\":\"78ae3df3bfb42\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Deliverability:\"},{\"_key\":\"78ae3df3bfb43\",\"_type\":\"span\",\"marks\":[],\"text\":\" Deliverability is also a factor, since carrier coverage varies in different parts of the world. Depending on where your customer base is located, you may opt for SMS, RCS or some combination of both. Not to worry though. If a message cannot be delivered via RCS (because either the carrier or the device does not support it), the platform you are sending through may support an SMS fallback.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5dedbd3a5936\",\"_type\":\"block\",\"children\":[{\"_key\":\"925629ed362b0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Regulatory requirements: \"},{\"_key\":\"925629ed362b1\",\"_type\":\"span\",\"marks\":[\"99c6e5537194\"],\"text\":\"As with SMS\"},{\"_key\":\"925629ed362b2\",\"_type\":\"span\",\"marks\":[],\"text\":\", there are regulatory requirements to follow with RCS Business Messaging. Brands are required to go through a verification process which will provide them with a verified RCS sender, which shows users they are receiving messages from a brand they trust. As always, be sure to talk to your legal team before launching a new channel like RCS.\"}],\"markDefs\":[{\"_key\":\"99c6e5537194\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whats-the-difference-between-sms-mms-and-rcs\"}],\"style\":\"normal\"},{\"_key\":\"11131d8093a8\",\"_type\":\"anchor\",\"anchorId\":\"difference\"},{\"_key\":\"758d433902f8\",\"_type\":\"block\",\"children\":[{\"_key\":\"70fdb3c6256a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"What’s the difference between RCS, SMS, and MMS?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e6c2bdd47ebe\",\"_type\":\"block\",\"children\":[{\"_key\":\"fc7cf2d5a7ed0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here are overviews of the key differences (such as SMS vs RCS features) between these messaging channels.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7128ea5ded30\",\"_type\":\"richImage\",\"alt\":\"a table showing the different types of messages and their features .\",\"asset\":{\"_ref\":\"image-26d5508eab0923579f2c2f49c3c53f774494a474-5001x2501-jpg\",\"_type\":\"reference\"}},{\"_key\":\"71e834235660\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb539b4defcb0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"SMS overview: \"},{\"_key\":\"cb539b4defcb1\",\"_type\":\"span\",\"marks\":[],\"text\":\"These are plain text messages that don’t support rich media, like high-resolution images, GIFs, videos, and more.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"315d4eb6a2bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ad09878fb760\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"SMS availability:\"},{\"_key\":\"9ad09878fb761\",\"_type\":\"span\",\"marks\":[],\"text\":\" Universal. Since not all cell phone carriers and devices offer support for RCS or MMS, SMS may continue to be a default channel when other options are not available.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1a6bf2877f71\",\"_type\":\"block\",\"children\":[{\"_key\":\"d15fedcc0e720\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"MMS overview: \"},{\"_key\":\"d15fedcc0e721\",\"_type\":\"span\",\"marks\":[],\"text\":\"These multimedia messages can contain images, GIFs, and videos, offering a more engaging experience than \"},{\"_key\":\"d15fedcc0e722\",\"_type\":\"span\",\"marks\":[\"30d824c9f55e\"],\"text\":\"SMS\"},{\"_key\":\"d15fedcc0e723\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"30d824c9f55e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/sms\"}],\"style\":\"normal\"},{\"_key\":\"938078c7d236\",\"_type\":\"block\",\"children\":[{\"_key\":\"bf2051bffcfd0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"MMS availability and other considerations: \"},{\"_key\":\"bf2051bffcfd1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Not all cell phone carriers are able to send and receive MMS. In these cases, multimedia messages will be sent as regular SMS messages with an image link the recipient can click to view. Note: Although MMS is widely used in the US, not all regions support MMS messages. Before you start building out a global MMS strategy, take the time to assess whether each market you’re looking to reach can support this message type.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6e3e5288a6a5\",\"_type\":\"block\",\"children\":[{\"_key\":\"7d6ee76fa5a80\",\"_type\":\"span\",\"marks\":[\"6403f9d1b368\"],\"text\":\"Short codes\"},{\"_key\":\"7d6ee76fa5a81\",\"_type\":\"span\",\"marks\":[],\"text\":\" that have not been enabled for MMS must go through a provisioning process, which can take as long as the process of applying for a short code (8 to 12 weeks).\"}],\"markDefs\":[{\"_key\":\"6403f9d1b368\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/sms-short-codes\"}],\"style\":\"normal\"},{\"_key\":\"d0e606d76102\",\"_type\":\"block\",\"children\":[{\"_key\":\"f4b3709a463e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Certain \"},{\"_key\":\"f4b3709a463e1\",\"_type\":\"span\",\"marks\":[\"3d3ab4cbd72c\"],\"text\":\"SMS phone number types\"},{\"_key\":\"f4b3709a463e2\",\"_type\":\"span\",\"marks\":[],\"text\":\", including alphanumeric sender IDs and SMS-enabled toll-free phone numbers, are unable to send MMS texts. So make sure you choose your \"},{\"_key\":\"f4b3709a463e3\",\"_type\":\"span\",\"marks\":[\"89106a078bce\"],\"text\":\"sending numbers\"},{\"_key\":\"f4b3709a463e4\",\"_type\":\"span\",\"marks\":[],\"text\":\" carefully!\"}],\"markDefs\":[{\"_key\":\"3d3ab4cbd72c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/sms-marketing-deliverability-sms-phone-number-options\"},{\"_key\":\"89106a078bce\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/sms-marketing-deliverability-sms-phone-number-options\"}],\"style\":\"normal\"},{\"_key\":\"011b34a10d2c\",\"_type\":\"block\",\"children\":[{\"_key\":\"ca5e60c7d5660\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"RCS overview: \"},{\"_key\":\"ca5e60c7d5661\",\"_type\":\"span\",\"marks\":[],\"text\":\"These messages are the next evolution of SMS, offering rich features available via popular messaging channels like WhatsApp and Facebook Messenger.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"71f8135e5db9\",\"_type\":\"block\",\"children\":[{\"_key\":\"b83c2cc4d00e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"RCS Availability:\"},{\"_key\":\"b83c2cc4d00e1\",\"_type\":\"span\",\"marks\":[],\"text\":\" RCS coverage still varies by country, depending on carrier support. While many carrier networks in certain parts of the world—including Europe and Latin America—have implemented RCS, some mobile networks are still working on implementing RCS. We expect to see an uptick in carrier support with the rollout of iOS 18.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b99f1387e08b\",\"_type\":\"block\",\"children\":[{\"_key\":\"c525617124960\",\"_type\":\"span\",\"marks\":[],\"text\":\"As with MMS, if a message cannot be delivered via RCS (because either the carrier or device does not support it), it will be delivered via SMS by default.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a5ca78342316\",\"_type\":\"block\",\"children\":[{\"_key\":\"af25904034ef0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Key Takeaway\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"919d35fbf443\",\"_type\":\"block\",\"children\":[{\"_key\":\"6d203101da0d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"With RCS being the messaging service of choice for Android users and now available on Apple devices, RCS campaigns are likely to become more popular as marketers look to engage their customers with richer, more interactive messaging experiences.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c7a7e2630259\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"afe3e8c35485\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Connect with sales\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/get-started\"}}],\"heading\":\"Ready to grow? Talk to our sales team.\"},{\"_key\":\"d59112eaa6d0\",\"_type\":\"anchor\",\"anchorId\":\"faqs\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/5850e207f0b170c786d91cc9be10732404b1aa80-2400x1256.png\",\"publishedDate\":\"2024-09-18T19:46:49.293Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-5850e207f0b170c786d91cc9be10732404b1aa80-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Explore the differences between RCS and SMS, and discover why RCS could revolutionize marketing with richer media, features, and better customer engagement.\",\"pageTitle\":\"RCS messaging: RCS could be the next big marketing channel\",\"slug\":{\"_type\":\"slug\",\"current\":\"future-of-rcs-vs-sms\"}},\"title\":\"The future of RCS messaging: Why RCS could be the next big marketing channel\"},{\"_id\":\"7ead125f-e63f-46a6-9b3b-2743dd56b66a\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"66b4abaa2143\",\"_type\":\"block\",\"children\":[{\"_key\":\"cacd6f1fac150\",\"_type\":\"span\",\"marks\":[],\"text\":\"With more than \"},{\"_key\":\"cacd6f1fac151\",\"_type\":\"span\",\"marks\":[\"1600f5214069\"],\"text\":\"2 billion users in over 180 countries\"},{\"_key\":\"cacd6f1fac152\",\"_type\":\"span\",\"marks\":[],\"text\":\", WhatsApp Messenger is the most widely used mobile messaging app in the world. But for brands, it’s more than just a chat tool—it’s a high-impact marketing channel that can drive engagement, boost conversions, and build long-term customer relationships.\"}],\"markDefs\":[{\"_key\":\"1600f5214069\",\"_type\":\"link\",\"href\":\"https://www.whatsapp.com/about\"}],\"style\":\"normal\"},{\"_key\":\"39b6d5db2422\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ead761f08300\",\"_type\":\"span\",\"marks\":[],\"text\":\"Compared to other marketing channels, WhatsApp Business Platform drives \"},{\"_key\":\"4ead761f08301\",\"_type\":\"span\",\"marks\":[\"48680d7486cb\"],\"text\":\"89% higher purchases per user\"},{\"_key\":\"4ead761f08302\",\"_type\":\"span\",\"marks\":[],\"text\":\". Its global reach, high read rates, and interactive messaging make WhatsApp an essential part of any customer engagement strategy.\"}],\"markDefs\":[{\"_key\":\"48680d7486cb\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/the-powerful-impact-of-using-whatsapp-for-customer-engagement\"}],\"style\":\"normal\"},{\"_key\":\"a98d2fe26367\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a5af6c83c160\",\"_type\":\"span\",\"marks\":[],\"text\":\"WhatsApp marketing is all about creating 1:1 connections at scale. It allows brands to have \"},{\"_key\":\"2a5af6c83c161\",\"_type\":\"span\",\"marks\":[\"717af791e6d5\"],\"text\":\"powerful and impactful\"},{\"_key\":\"2a5af6c83c162\",\"_type\":\"span\",\"marks\":[],\"text\":\" conversations with customers, on the platform they already use daily. Whether you're considering WhatsApp alongside email, push notifications, in-app messaging, or social media, you're in good company.\"}],\"markDefs\":[{\"_key\":\"717af791e6d5\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/the-powerful-impact-of-using-whatsapp-for-customer-engagement\"}],\"style\":\"normal\"},{\"_key\":\"ed04c2f12fcf\",\"_type\":\"block\",\"children\":[{\"_key\":\"5129cbd91bfb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"So, how can you make WhatsApp work for your brand? 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It’s all about making engagement simple, seamless, and effective.\"}],\"markDefs\":[{\"_key\":\"dac34db5c311\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/whatsapp\"}],\"style\":\"normal\"},{\"_key\":\"a6ef9ce85aaf\",\"_type\":\"block\",\"children\":[{\"_key\":\"8acbb2c57c260\",\"_type\":\"span\",\"marks\":[],\"text\":\"WhatsApp can help brands create robust, interactive in-thread experiences with features like:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ad1e3a1ec1bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"34dee5d9bd750\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Interactive list messages: \"},{\"_key\":\"34dee5d9bd751\",\"_type\":\"span\",\"marks\":[],\"text\":\"that allow your customers to view options and make selections directly in the WhatsApp thread.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"14a96cac63ae\",\"_type\":\"block\",\"children\":[{\"_key\":\"40e1972869700\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"WhatsApp Flows:\"},{\"_key\":\"40e1972869701\",\"_type\":\"span\",\"marks\":[],\"text\":\" WhatsApp Flows help brands increase conversions and boost retention by facilitating convenient, seamless interactions with their customers using customizable, actionable forms. With this feature, marketers can easily collect sign-ups, conduct surveys, recommend products, help customers book services, capture leads, and more—directly within a WhatsApp conversation.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"048912dc0750\",\"_type\":\"block\",\"children\":[{\"_key\":\"92fee69038190\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"WhatsApp Commerce: \"},{\"_key\":\"92fee69038191\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use your Meta Catalog to easily create dynamic, eye-catching WhatsApp messages that show off your products \u0026 services and increase conversions.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6a943aefb8a9\",\"_type\":\"block\",\"children\":[{\"_key\":\"ed4a7ae8bfa30\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Carousel messages:\"},{\"_key\":\"ed4a7ae8bfa31\",\"_type\":\"span\",\"marks\":[],\"text\":\" Drive more conversions with stunning carousel messages that maximize your message real estate with room for multiple images and buttons.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"02db14a0c84d\",\"_type\":\"block\",\"children\":[{\"_key\":\"e7020e728efc0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Limited time offer messages\"},{\"_key\":\"e7020e728efc1\",\"_type\":\"span\",\"marks\":[],\"text\":\": Create a sense of urgency and help your promotions stand out with messages that include a ‘Limited-Time Offer’ badge.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eddf6faeaba9\",\"_type\":\"anchor\",\"anchorId\":\"who\"},{\"_key\":\"2a31f088cbc6\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e128e6f375e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Who is WhatsApp marketing for?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"55fdbd9d4344\",\"_type\":\"block\",\"children\":[{\"_key\":\"8c2fdbfb39860\",\"_type\":\"span\",\"marks\":[],\"text\":\"WhatsApp marketing isn’t just for eCommerce—it’s an effective tool across industries. Whether you're in Retail, Finance, Travel and Hospitality, QSR and On demand, or Media and Entertainment, WhatsApp helps brands connect, convert, and retain customers with personalized messaging.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"aa27781fcce5\",\"_type\":\"block\",\"children\":[{\"_key\":\"32afc08b14730\",\"_type\":\"span\",\"marks\":[],\"text\":\"Best-fit industries for WhatsApp marketing:\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"873c6ba1684e\",\"_type\":\"block\",\"children\":[{\"_key\":\"14c9112cbdd40\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Retail and eCommerce: \"},{\"_key\":\"a862be5efa58\",\"_type\":\"span\",\"marks\":[],\"text\":\"Send personalized promotions, abandoned cart messages, and exclusive discounts. Create in-thread shopping experiences with WhatsApp Commerce.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3183a4d58644\",\"_type\":\"block\",\"children\":[{\"_key\":\"f09a4cf48b690\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Financial Services: \"},{\"_key\":\"2bfdda61592e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Provide \"},{\"_key\":\"f09a4cf48b691\",\"_type\":\"span\",\"marks\":[\"44b6f9c83553\"],\"text\":\"real-time transaction alerts\"},{\"_key\":\"f09a4cf48b692\",\"_type\":\"span\",\"marks\":[],\"text\":\", fraud notifications, and important account updates.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"44b6f9c83553\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whats-transactional-messaging\"}],\"style\":\"normal\"},{\"_key\":\"434bc6e6d391\",\"_type\":\"block\",\"children\":[{\"_key\":\"928357f9cada0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Travel and Hospitality:\"},{\"_key\":\"56b76ee83331\",\"_type\":\"span\",\"marks\":[],\"text\":\" Send booking confirmations, flight updates, and personalized offers. Use WhatsApp Flows to help customers book reservations.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f08f5ad14d16\",\"_type\":\"block\",\"children\":[{\"_key\":\"e0aab441dbc2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Media and Entertainment: \"},{\"_key\":\"61e93ee894e7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Share tailored content recommendations, event reminders, and subscription renewal alerts. Use interactive list messages to ask customers about their preferences for future personalization..\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"945ee0d86284\",\"_type\":\"block\",\"children\":[{\"_key\":\"600b36407e140\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"QSR \u0026 On-Demand:\"},{\"_key\":\"cfc6d8c1fb44\",\"_type\":\"span\",\"marks\":[],\"text\":\" Automate order confirmations, delivery tracking, and loyalty rewards.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d722f4465882\",\"_type\":\"block\",\"children\":[{\"_key\":\"b4c9f0fcc8e70\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Healthcare and Wellness:\"},{\"_key\":\"15df3baac80b\",\"_type\":\"span\",\"marks\":[],\"text\":\" Offer appointment reminders, test result notifications, and telehealth support.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b504c59a7903\",\"_type\":\"block\",\"children\":[{\"_key\":\"78b641a072960\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to use WhatsApp for marketing?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7965019c8e71\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c0ecade43950\",\"_type\":\"span\",\"marks\":[],\"text\":\"WhatsApp stands out as a marketing channel because although it’s most well-known as a peer-to-peer messaging app, it’s capable of much more than that. It’s a powerful, interactive channel that helps brands connect with customers in a more engaging and personalized way.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7608b0a0159f\",\"_type\":\"block\",\"children\":[{\"_key\":\"02c0db7dd7c50\",\"_type\":\"span\",\"marks\":[],\"text\":\"For eCommerce brands, it lets you showcase your products or services with images and videos, descriptions, prices, and calls-to-action in a visually appealing way. You can answer FAQs instantly, greet new customers automatically, and send important updates even when you’re offline. With so many people already using it, and finding it engaging, it can outperform other marketing channels when it comes to driving sessions and purchases.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"89a7207c4e4f\",\"_type\":\"block\",\"children\":[{\"_key\":\"b6777da9132c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brands can capture their audience’s attention with rich media and quick reply buttons, and then use dynamic calls-to-action to make it easy for users to return to their app or website. 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And it’s no surprise, given the strong results WhatsApp is driving for brands, including \"},{\"_key\":\"d39ee5aaaddb3\",\"_type\":\"span\",\"marks\":[\"3c49ce66535b\"],\"text\":\"72% higher sessions per user\"},{\"_key\":\"d39ee5aaaddb4\",\"_type\":\"span\",\"marks\":[],\"text\":\", compared to other marketing channels.\"}],\"markDefs\":[{\"_key\":\"e4e5af0a3ec3\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/2024-global-customer-engagement-review\"},{\"_key\":\"3c49ce66535b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/the-powerful-impact-of-using-whatsapp-for-customer-engagement\"}],\"style\":\"normal\"},{\"_key\":\"6c1d35302068\",\"_type\":\"block\",\"children\":[{\"_key\":\"cdf89eb07a590\",\"_type\":\"span\",\"marks\":[],\"text\":\"For retail, eCommerce, and QSR brands, WhatsApp can be a game-changer. Businesses can showcase products \u0026 services with rich imagery and videos, and simplify the ordering process with interactive features like quick reply buttons and calls-to-action—removing friction and enhancing the customer experience. 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For businesses in Media and Entertainment, Financial Services, or Travel and Hospitality, WhatsApp is a key driver of long-term customer retention, \"},{\"_key\":\"24acf71a9c4c1\",\"_type\":\"span\",\"marks\":[\"4147e5bfc7cc\"],\"text\":\"boosting six-month retention rates by 42%\"},{\"_key\":\"24acf71a9c4c2\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"24acf71a9c4c3\",\"_type\":\"span\",\"marks\":[\"4df9f6f1ab64\"],\"text\":\"increasing average user lifetime by 70% compared to other channels\"},{\"_key\":\"24acf71a9c4c4\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"4147e5bfc7cc\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/the-powerful-impact-of-using-whatsapp-for-customer-engagement\"},{\"_key\":\"4df9f6f1ab64\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/the-powerful-impact-of-using-whatsapp-for-customer-engagement\"}],\"style\":\"normal\"},{\"_key\":\"e872c1fb8427\",\"_type\":\"block\",\"children\":[{\"_key\":\"5af4acbb08720\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brands in these industries can leverage WhatsApp to:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2a10748a6d59\",\"_type\":\"block\",\"children\":[{\"_key\":\"0a8f970621d80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Recommend personalized content based on user preferences\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3153d6ca9869\",\"_type\":\"block\",\"children\":[{\"_key\":\"7d271d8fe3dd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Send transactional messages that add value, like booking reminders, fraud alerts, and account updates\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"45c58dfdab57\",\"_type\":\"block\",\"children\":[{\"_key\":\"6c5ca1ff91ec0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Upsell and cross-sell customers with add-ons and personalized offers\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0f0c469961cf\",\"_type\":\"block\",\"children\":[{\"_key\":\"fe1ef6d0d24c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Account updates\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e375b70297e0\",\"_type\":\"block\",\"children\":[{\"_key\":\"3ee1fde3406d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"With its ability to facilitate real-time, meaningful interactions, WhatsApp is not just another marketing channel—it’s a platform that builds stronger, more engaged customer relationships over time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cd258dfb936f\",\"_type\":\"anchor\",\"anchorId\":\"how\"},{\"_key\":\"e01dfa2ce580\",\"_type\":\"block\",\"children\":[{\"_key\":\"1941f2a5bbfd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to get started with WhatsApp marketing in 5 steps\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d208212290b8\",\"_type\":\"block\",\"children\":[{\"_key\":\"90fee6c3abdc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Create your WhatsApp Business Account\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"451f0e478282\",\"_type\":\"block\",\"children\":[{\"_key\":\"652d90cb89580\",\"_type\":\"span\",\"marks\":[],\"text\":\"Choose \"},{\"_key\":\"652d90cb89581\",\"_type\":\"span\",\"marks\":[\"e4b3d254fc5e\"],\"text\":\"a provider\"},{\"_key\":\"652d90cb89582\",\"_type\":\"span\",\"marks\":[],\"text\":\" that offers a convenient embedded sign-up flow.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"e4b3d254fc5e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/whatsapp\"}],\"style\":\"normal\"},{\"_key\":\"0031d342fc06\",\"_type\":\"block\",\"children\":[{\"_key\":\"d6f8892186940\",\"_type\":\"span\",\"marks\":[],\"text\":\"Create your profile, complete business verification, and become an Official Business Account.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6794585b6e0e\",\"_type\":\"block\",\"children\":[{\"_key\":\"c4e41e3641040\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Get customer opt-ins\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"126191dedef6\",\"_type\":\"block\",\"children\":[{\"_key\":\"bdc10ff7a2ab0\",\"_type\":\"span\",\"marks\":[],\"text\":\"WhatsApp requires explicit consent before sending marketing messages.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2bce7ad76044\",\"_type\":\"block\",\"children\":[{\"_key\":\"b983d8e0af130\",\"_type\":\"span\",\"marks\":[],\"text\":\"Promote your WhatsApp program and collect opt-ins via your website, \"},{\"_key\":\"b983d8e0af131\",\"_type\":\"span\",\"marks\":[\"9c4f92d5db29\"],\"text\":\"landing page\"},{\"_key\":\"b983d8e0af132\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"b983d8e0af133\",\"_type\":\"span\",\"marks\":[\"ddbc494fec81\"],\"text\":\"phone number capture form\"},{\"_key\":\"b983d8e0af134\",\"_type\":\"span\",\"marks\":[],\"text\":\", or social media links.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"9c4f92d5db29\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/landing_pages\"},{\"_key\":\"ddbc494fec81\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/in-app_messages/drag_and_drop/templates/phone_number_capture\"}],\"style\":\"normal\"},{\"_key\":\"6b62b15c633c\",\"_type\":\"block\",\"children\":[{\"_key\":\"c3414207f8e60\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Segment your audience\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"63459aaf1ecd\",\"_type\":\"block\",\"children\":[{\"_key\":\"faf9367150770\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use purchase history, engagement levels, demographics, and other first-party customer data to segment users.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d304bb541c81\",\"_type\":\"block\",\"children\":[{\"_key\":\"c97244fe45fa0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Example: Send VIP-only offers to repeat customers and welcome journeys to new users.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f04425e5fcda\",\"_type\":\"block\",\"children\":[{\"_key\":\"d680e9b180dc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Set up automated and personalized messages\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1a51f12831d9\",\"_type\":\"block\",\"children\":[{\"_key\":\"4881040af8cb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use quick replies and calls-to-action to create interactive messages and streamline communication.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1a0fb0e3f6c1\",\"_type\":\"block\",\"children\":[{\"_key\":\"6db67628412e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Example: If a customer abandons their cart, trigger an automated reminder with a discount and a link that takes them back to the specific product page.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ecfed1f8696d\",\"_type\":\"block\",\"children\":[{\"_key\":\"a7793555cc220\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Measure performance and optimize\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0c1d9c8fa1c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"925637b708080\",\"_type\":\"span\",\"marks\":[],\"text\":\"Track key metrics like read rates, click-through rates, and conversions.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dfa4197fe010\",\"_type\":\"block\",\"children\":[{\"_key\":\"8d19c3241c720\",\"_type\":\"span\",\"marks\":[\"0a6aba972ed4\"],\"text\":\"A/B test message timing, formats, and CTA placements\"},{\"_key\":\"8d19c3241c721\",\"_type\":\"span\",\"marks\":[],\"text\":\" to improve engagement.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"0a6aba972ed4\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/testing/multivariant_testing/\"}],\"style\":\"normal\"},{\"_key\":\"98446bf47bb0\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c1d7e1a014b0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Pro Tip: \"},{\"_key\":\"0c1d7e1a014b1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start with simple promotional campaigns before moving to more complex multi-step journeys.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"950969aaa47e\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"2874aec12bc4\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Watch now\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/resources/webinars-and-events/make-whatsapp-dreams-a-reality\"}}],\"body\":[{\"_key\":\"73cb71c5a7c0\",\"_type\":\"block\",\"children\":[{\"_key\":\"b41f232b63630\",\"_type\":\"span\",\"marks\":[],\"text\":\"Watch our webinar to explore how the marketing team at Max leverages this powerful channel to craft highly interactive, relevant, and personalized campaigns.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"heading\":\"How to Make Your WhatsApp Marketing Dreams a Reality\"},{\"_key\":\"19ebb62fa043\",\"_type\":\"anchor\",\"anchorId\":\"choose-whatsapp\"},{\"_key\":\"0f163a2bf6da\",\"_type\":\"block\",\"children\":[{\"_key\":\"1e6745718a720\",\"_type\":\"span\",\"marks\":[],\"text\":\"5 benefits of WhatsApp marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"6540c7de8f32\",\"_type\":\"block\",\"children\":[{\"_key\":\"c0340411bbc30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Whether you’re looking to reach customers where they are, build stronger relationships, scale globally, or improve key marketing metrics, WhatsApp offers a lot of potential.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b480c9ebbd2d\",\"_type\":\"block\",\"children\":[{\"_key\":\"7533c02816b30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s why it should be a key part of your marketing strategy:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"30a5a3c980de\",\"_type\":\"block\",\"children\":[{\"_key\":\"dc35d78c1a6f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Connect with customers where they are\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"32cf559abe4c\",\"_type\":\"block\",\"children\":[{\"_key\":\"21fa7992ab940\",\"_type\":\"span\",\"marks\":[],\"text\":\"One of the biggest challenges for marketers is getting and keeping customers engaged. The best way to do that? Meet them where they already spend their time—and for billions of people, that place is WhatsApp.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"82ccbc53c24b\",\"_type\":\"block\",\"children\":[{\"_key\":\"c79f4fa2bdd50\",\"_type\":\"span\",\"marks\":[],\"text\":\"With over 2 billion active users, WhatsApp is the #1 messaging app in the world, with many people interacting directly with brands on WhatsApp every day—whether they’re sending inquiries, browsing business profiles, or getting support. If your customers are already using WhatsApp daily, why not make it easy for them to interact with your brand there too?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5ee6df587107\",\"_type\":\"block\",\"children\":[{\"_key\":\"b306757a05040\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Create meaningful conversations\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e8c633421033\",\"_type\":\"block\",\"children\":[{\"_key\":\"ec99d0d473630\",\"_type\":\"span\",\"marks\":[],\"text\":\"Great marketing isn’t just about sending messages—it’s about starting conversations. WhatsApp is built for two-way communication, making it perfect for brands that want to engage customers in a more interactive and personalized way.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9b5dc7461ed9\",\"_type\":\"block\",\"children\":[{\"_key\":\"b90bf25a1d890\",\"_type\":\"span\",\"marks\":[],\"text\":\"Unlike traditional marketing channels like SMS or email, WhatsApp allows for real-time, dynamic conversations. Businesses can use this to learn more about their customers, answer questions instantly, and create personalized experiences. Whether it’s gathering feedback, recommending products, or providing tailored support, WhatsApp helps you build stronger, more authentic relationships with your audience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0843147d195b\",\"_type\":\"block\",\"children\":[{\"_key\":\"0617f7abf9630\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Scale your marketing efforts globally\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"4d729c651e20\",\"_type\":\"block\",\"children\":[{\"_key\":\"cae8a085edf80\",\"_type\":\"span\",\"marks\":[],\"text\":\"For global brands, choosing the right communication channels can be tricky. Some platforms work better in certain regions than others, making it difficult to reach audiences worldwide. But WhatsApp is different—it’s one of the few platforms with massive global reach.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a4bcce74c6fb\",\"_type\":\"block\",\"children\":[{\"_key\":\"b374fa494d3d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"With a penetration rate of \"},{\"_key\":\"b374fa494d3d1\",\"_type\":\"span\",\"marks\":[\"4ad1d1fda69e\"],\"text\":\"over 85%\"},{\"_key\":\"b374fa494d3d2\",\"_type\":\"span\",\"marks\":[],\"text\":\" in regions like Asia Pacific, parts of Europe, and Latin America, WhatsApp is an ideal channel for businesses looking to connect with international audiences \"},{\"_key\":\"b374fa494d3d3\",\"_type\":\"span\",\"marks\":[\"8ccd85d6acf6\"],\"text\":\"outside of the US\"},{\"_key\":\"b374fa494d3d4\",\"_type\":\"span\",\"marks\":[],\"text\":\". No matter where your customers are, WhatsApp provides a consistent and effective way to engage them.\"}],\"markDefs\":[{\"_key\":\"4ad1d1fda69e\",\"_type\":\"link\",\"href\":\"https://www.statista.com/statistics/1311229/whatsapp-usage-messaging-app-users-by-country/?utm_source=braze\u0026utm_medium=guide\u0026utm_campaign=fy24-q1-global-whatsapp_inspiration_guide\"},{\"_key\":\"8ccd85d6acf6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whatsapp-evolutions-2025-three-key-updates\"}],\"style\":\"normal\"},{\"_key\":\"f6f2d6d750b1\",\"_type\":\"block\",\"children\":[{\"_key\":\"49107ab49d900\",\"_type\":\"span\",\"marks\":[],\"text\":\"Note, starting April 1, 2025, WhatsApp is pausing marketing message sending in the US. \"},{\"_key\":\"49107ab49d901\",\"_type\":\"span\",\"marks\":[\"3367dbfa4e59\"],\"text\":\"Learn more about the change\"},{\"_key\":\"49107ab49d902\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"3367dbfa4e59\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whatsapp-evolutions-2025-three-key-updates\"}],\"style\":\"normal\"},{\"_key\":\"bdf7ba4f80ae\",\"_type\":\"block\",\"children\":[{\"_key\":\"1f639c5a3e210\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Drive conversions and increase customer lifetime value\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"508742057a92\",\"_type\":\"block\",\"children\":[{\"_key\":\"55b8972064080\",\"_type\":\"span\",\"marks\":[],\"text\":\"WhatsApp is also strong at converting customers. The platform’s rich features, including quick reply buttons, multimedia messaging, and interactive calls-to-action, allow brands to create highly engaging campaigns that capture attention and drive action.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8eed97a2c693\",\"_type\":\"block\",\"children\":[{\"_key\":\"7c686d9e0c430\",\"_type\":\"span\",\"marks\":[],\"text\":\"With the right approach, WhatsApp can be used to:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"acff3782a806\",\"_type\":\"block\",\"children\":[{\"_key\":\"dc8f9f69840d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Create appealing \"},{\"_key\":\"dc8f9f69840d1\",\"_type\":\"span\",\"marks\":[\"cc7fc70b305a\"],\"text\":\"onboarding campaigns\"},{\"_key\":\"dc8f9f69840d2\",\"_type\":\"span\",\"marks\":[],\"text\":\" to activate more customers\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"cc7fc70b305a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/onboarding-messages-example\"}],\"style\":\"normal\"},{\"_key\":\"42cb00c4341a\",\"_type\":\"block\",\"children\":[{\"_key\":\"fecd3ba8676a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Drive upsells and cross-sells with messages that show off your products \u0026 services Recover lost sales with \"},{\"_key\":\"fecd3ba8676a1\",\"_type\":\"span\",\"marks\":[\"05aa6ad17702\"],\"text\":\"abandoned cart\"},{\"_key\":\"fecd3ba8676a2\",\"_type\":\"span\",\"marks\":[],\"text\":\" reminders\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"05aa6ad17702\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/pomelo-case-study\"}],\"style\":\"normal\"},{\"_key\":\"883c9c6d2b07\",\"_type\":\"block\",\"children\":[{\"_key\":\"9805487228b10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Gather valuable feedback with quick, in-thread surveys\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"27c51f871bc1\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b2f0fd146c10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Encourage referrals with easy sharing options\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0743ebd45cfe\",\"_type\":\"block\",\"children\":[{\"_key\":\"3585b5a1a3950\",\"_type\":\"span\",\"marks\":[],\"text\":\"Boost customer loyalty with helpful transactional reminders\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8f43274ec0fc\",\"_type\":\"block\",\"children\":[{\"_key\":\"4da0c5a8ff4c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Win-back dormant customers with compelling messages\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fc2e84813031\",\"_type\":\"block\",\"children\":[{\"_key\":\"573e34bc0a760\",\"_type\":\"span\",\"marks\":[],\"text\":\"When combined with \"},{\"_key\":\"573e34bc0a761\",\"_type\":\"span\",\"marks\":[\"21cebc296be9\"],\"text\":\"AI-powered \"},{\"_key\":\"573e34bc0a762\",\"_type\":\"span\",\"marks\":[],\"text\":\"optimization and advanced segmentation, WhatsApp helps brands deliver the right message to the right customer at the right time, increasing both conversion rates and customer lifetime value.\"}],\"markDefs\":[{\"_key\":\"21cebc296be9\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai\"}],\"style\":\"normal\"},{\"_key\":\"345aa5c3faed\",\"_type\":\"block\",\"children\":[{\"_key\":\"3e07cc223be80\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Get more from your marketing budget\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1c6e2d37df36\",\"_type\":\"block\",\"children\":[{\"_key\":\"7875307b2c550\",\"_type\":\"span\",\"marks\":[],\"text\":\"Marketing budgets are often under pressure, and brands need to maximize ROI by focusing on the most cost-effective and high-impact channels. WhatsApp allows businesses to streamline their customer engagement efforts or paid ads.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ad1e64028dda\",\"_type\":\"block\",\"children\":[{\"_key\":\"6df917250d5a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"By integrating WhatsApp into your \"},{\"_key\":\"6df917250d5a1\",\"_type\":\"span\",\"marks\":[\"1c5ab0cc2c0c\"],\"text\":\"cross-channel\"},{\"_key\":\"6df917250d5a2\",\"_type\":\"span\",\"marks\":[],\"text\":\" marketing strategy, you can:\"}],\"markDefs\":[{\"_key\":\"1c5ab0cc2c0c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/how-to-incorporate-whatsapp-into-your-cross-channel-strategy\"}],\"style\":\"normal\"},{\"_key\":\"220a4edf85e3\",\"_type\":\"block\",\"children\":[{\"_key\":\"89e54aebcbfe0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Lower customer acquisition costs by leveraging direct messaging\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b17e36a264b0\",\"_type\":\"block\",\"children\":[{\"_key\":\"050f42b0cf8d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Improve engagement by using a channel customers actually want to interact with\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7fac05dd462a\",\"_type\":\"block\",\"children\":[{\"_key\":\"de5ae7b853be0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In short, WhatsApp helps businesses cut through the noise, connect with customers efficiently, and get the most out of their marketing spend.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"69051277c296\",\"_type\":\"anchor\",\"anchorId\":\"strategies\"},{\"_key\":\"e03b12463575\",\"_type\":\"block\",\"children\":[{\"_key\":\"07cc70ce8ea40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Practical WhatsApp marketing strategies and advice\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b5ee82a8a866\",\"_type\":\"block\",\"children\":[{\"_key\":\"dec2e6be82740\",\"_type\":\"span\",\"marks\":[],\"text\":\"WhatsApp is an effective tool for engaging customers, driving conversions, and building long-term relationships. But to get the most out of it, you need a well-planned strategy. Here’s how to set up and optimize your WhatsApp marketing efforts.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a3c1ec915858\",\"_type\":\"block\",\"children\":[{\"_key\":\"2ac92a7032330\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Grow your WhatsApp subscriber list\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"4e41119ba841\",\"_type\":\"block\",\"children\":[{\"_key\":\"8776a6b4cfc90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Before you can send marketing messages via WhatsApp, you need explicit opt-ins from customers. That means your first priority should be building a strong \"},{\"_key\":\"8776a6b4cfc91\",\"_type\":\"span\",\"marks\":[\"94d6207d9985\"],\"text\":\"subscriber\"},{\"_key\":\"8776a6b4cfc92\",\"_type\":\"span\",\"marks\":[],\"text\":\" base.\"}],\"markDefs\":[{\"_key\":\"94d6207d9985\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/how-to-build-a-highly-engaged-whatsapp-subscriber-base\"}],\"style\":\"normal\"},{\"_key\":\"249a31312f79\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b0aa21e5e5a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here are some effective ways to promote your WhatsApp presence and encourage opt-ins:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"57336abe3a37\",\"_type\":\"block\",\"children\":[{\"_key\":\"18a9206d5ac60\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Use WhatsApp’s built-in tools\"},{\"_key\":\"18a9206d5ac61\",\"_type\":\"span\",\"marks\":[],\"text\":\": Share QR codes and short links across your website, emails, socials, and in-store displays to make signing up effortless.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"403a1fc33089\",\"_type\":\"block\",\"children\":[{\"_key\":\"eb974f7e5ad70\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Leverage social media\"},{\"_key\":\"eb974f7e5ad71\",\"_type\":\"span\",\"marks\":[],\"text\":\": Add WhatsApp action buttons to your Facebook and Instagram profiles and shops to encourage followers to connect.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b1dd67bcc58d\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c12f55041280\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Run Ads That Click to WhatsApp\"},{\"_key\":\"0c12f55041281\",\"_type\":\"span\",\"marks\":[],\"text\":\": Paid ads can help you attract both new customers and existing ones who haven’t opted in yet.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9ed471b424c7\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c89c147d85f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Other advice to help you see success in your WhatsApp marketing:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7d09bbcc011b\",\"_type\":\"block\",\"children\":[{\"_key\":\"c41df2f77e3f0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Highlight the benefits\"},{\"_key\":\"c41df2f77e3f1\",\"_type\":\"span\",\"marks\":[],\"text\":\": Let users know what they’ll gain by signing up—exclusive deals, early access to promotions, order updates, or VIP perks.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4d494b05de71\",\"_type\":\"block\",\"children\":[{\"_key\":\"92be1ccf66530\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Offer incentives\"},{\"_key\":\"92be1ccf66531\",\"_type\":\"span\",\"marks\":[],\"text\":\": A discount, free trial, or special offer can be a great motivator for sign-ups.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9cf27d21351c\",\"_type\":\"block\",\"children\":[{\"_key\":\"42800b458ee40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Positioning your WhatsApp experience as an exclusive, high-value channel can significantly boost your subscriber numbers.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d3bdb50639a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"2ecda81f52630\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Follow WhatsApp’s opt-in rules\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"36a0826dac90\",\"_type\":\"block\",\"children\":[{\"_key\":\"fceb19255aad0\",\"_type\":\"span\",\"marks\":[],\"text\":\"WhatsApp has \"},{\"_key\":\"fceb19255aad1\",\"_type\":\"span\",\"marks\":[\"ab5b9e8b7791\"],\"text\":\"strict guidelines for how businesses collect opt-ins\"},{\"_key\":\"fceb19255aad2\",\"_type\":\"span\",\"marks\":[],\"text\":\", and failing to comply can limit your ability to send messages. Here’s what to keep in mind:\"}],\"markDefs\":[{\"_key\":\"ab5b9e8b7791\",\"_type\":\"link\",\"href\":\"https://developers.facebook.com/docs/whatsapp/overview/getting-opt-in/\"}],\"style\":\"normal\"},{\"_key\":\"bb9cb3243efa\",\"_type\":\"block\",\"children\":[{\"_key\":\"ba6e0eb76a600\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Get explicit consent: \"},{\"_key\":\"ba6e0eb76a601\",\"_type\":\"span\",\"marks\":[],\"text\":\"Users must clearly agree to receive messages from your brand. \"},{\"_key\":\"ba6e0eb76a602\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Note: While WhatsApp recently \"},{\"_key\":\"ba6e0eb76a603\",\"_type\":\"span\",\"marks\":[\"8897b3febb9e\",\"em\"],\"text\":\"removed their channel-specific opt-in requirement\"},{\"_key\":\"ba6e0eb76a604\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\", it is a best practice to collect opt-in specifically for the WhatsApp channel for maximum engagement.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"8897b3febb9e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whatsapp-evolutions-2025-three-key-updates\"}],\"style\":\"normal\"},{\"_key\":\"1e8390a5eb83\",\"_type\":\"block\",\"children\":[{\"_key\":\"b14f10dc54f40\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Be transparent: \"},{\"_key\":\"b14f10dc54f41\",\"_type\":\"span\",\"marks\":[],\"text\":\"Clearly state who you are and what type of messages they can expect.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e9d5944138eb\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e58829b7e250\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Follow legal requirements\"},{\"_key\":\"6e58829b7e251\",\"_type\":\"span\",\"marks\":[],\"text\":\": Comply with all regional data privacy laws.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"87675d03c666\",\"_type\":\"block\",\"children\":[{\"_key\":\"52eb2d2a6e380\",\"_type\":\"span\",\"marks\":[],\"text\":\"By adhering to these guidelines, you’ll maintain trust and engagement, setting the stage for effective and sustainable WhatsApp marketing.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8e346a0460c8\",\"_type\":\"block\",\"children\":[{\"_key\":\"693d4ba45bac0\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Scale your messaging effectively\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"afec05a49ad1\",\"_type\":\"block\",\"children\":[{\"_key\":\"5b6fd3cbe9250\",\"_type\":\"span\",\"marks\":[],\"text\":\"WhatsApp limits how many business-initiated conversations you can send within a 24-hour period, but these limits increase over time as you establish a good sending reputation. Here’s how to expand your messaging capacity:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9e4ce20b6f02\",\"_type\":\"block\",\"children\":[{\"_key\":\"c2735b6d92ed0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Complete Meta’s business verification\"},{\"_key\":\"c2735b6d92ed1\",\"_type\":\"span\",\"marks\":[],\"text\":\": This confirms your business identity and unlocks higher messaging limits.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6ce1005c446b\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f7c7766e20c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Maintain a strong quality rating\"},{\"_key\":\"7f7c7766e20c1\",\"_type\":\"span\",\"marks\":[],\"text\":\": WhatsApp assigns a Low, Medium, or High rating to your phone number. A lower rating (caused by too many users blocking or reporting your messages) can limit your ability to scale.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"39494c6fd485\",\"_type\":\"block\",\"children\":[{\"_key\":\"0bb01355ce280\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Ensure your phone number status remains ‘Connected’\"},{\"_key\":\"0bb01355ce281\",\"_type\":\"span\",\"marks\":[],\"text\":\": If your rating drops too low, your number may become flagged, preventing you from increasing your limits.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3a6a604f435a\",\"_type\":\"block\",\"children\":[{\"_key\":\"d025f1d38ccb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"By following best practices and keeping engagement levels high, you can gradually scale up from 1K to 10K, 100K, and eventually unlimited messaging capacity.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"130ea0f09771\",\"_type\":\"block\",\"children\":[{\"_key\":\"fe784fb322c40\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Integrate WhatsApp into your cross-channel strategy\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"661f5493dd6b\",\"_type\":\"block\",\"children\":[{\"_key\":\"636074f24ce40\",\"_type\":\"span\",\"marks\":[],\"text\":\"WhatsApp works best as part of a broader customer engagement strategy, rather than a standalone channel. WhatsApp should be woven into a seamless, cross-channel approach—as WhatsApp is a more premium channel, we recommend pairing it with more cost-effective channels like push and in-app messages.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0138a72cc148\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f3c998295a10\",\"_type\":\"span\",\"marks\":[],\"text\":\"For example, you could:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2783219af0f5\",\"_type\":\"block\",\"children\":[{\"_key\":\"1553b33a33f20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use WhatsApp for interactive, quick engagement, while email provides in-depth content.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dc1332b79e12\",\"_type\":\"block\",\"children\":[{\"_key\":\"d6aba685270b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Send personalized WhatsApp messages after key interactions, such as purchases or abandoned carts. Pair these with emails that recommend items based on those purchases, or push notifications that let customers know when items they might like go on sale.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"095d203a73a2\",\"_type\":\"block\",\"children\":[{\"_key\":\"45a853aa99c80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Create a high-touch onboarding campaign to collect information and guide customers through the values and benefits of your product or service, utilizing the channels that make most sense for your brand, like a combination of email, WhatsApp, and in-app messages.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6d1ec0b0d65d\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a8b7349542f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"By taking an integrated approach, you increase your reach, improve customer retention, and boost conversions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"25b7a6fd1810\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"51446ffae2e1\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Read the article\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/how-to-incorporate-whatsapp-into-your-cross-channel-strategy\"}}],\"heading\":\"How do I effectively incorporate WhatsApp into my cross-strategy strategy?\"},{\"_key\":\"238603476dcf\",\"_type\":\"block\",\"children\":[{\"_key\":\"b824744cdef10\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Personalize your WhatsApp campaigns for maximum impact\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"053a36be15ac\",\"_type\":\"block\",\"children\":[{\"_key\":\"7451fcc46f4b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalization is key to higher engagement and stronger results. Customers expect messages that are relevant, timely, and tailored to their interests, preferences, and behaviors.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2f9377bd49c3\",\"_type\":\"block\",\"children\":[{\"_key\":\"ddc1cabba2ac0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s how to make your WhatsApp campaigns more personal:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bfff97cc2902\",\"_type\":\"block\",\"children\":[{\"_key\":\"5ef8a66077930\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Leverage customer data\"},{\"_key\":\"5ef8a66077931\",\"_type\":\"span\",\"marks\":[],\"text\":\": Use insights from past interactions, preferences, and behaviors to send more relevant messages.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ee2c91b21e04\",\"_type\":\"block\",\"children\":[{\"_key\":\"257dcd4cd0c90\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Segment your audience\"},{\"_key\":\"257dcd4cd0c91\",\"_type\":\"span\",\"marks\":[],\"text\":\": Segment users based on factors like purchase history, location, or engagement levels to send more targeted campaigns.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8bf4adb14f26\",\"_type\":\"block\",\"children\":[{\"_key\":\"cc1c96835aff0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Use dynamic content:\"},{\"_key\":\"cc1c96835aff1\",\"_type\":\"span\",\"marks\":[],\"text\":\" Personalize messages with product recommendations, special offers, loyalty points, or other elements tailored to each user.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ad837a134fd3\",\"_type\":\"block\",\"children\":[{\"_key\":\"b468dff6c8330\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Trigger at the right moments\"},{\"_key\":\"b468dff6c8331\",\"_type\":\"span\",\"marks\":[],\"text\":\": Send timely WhatsApp notifications for things like order updates, event reminders, or exclusive deals.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"56ef5953eef1\",\"_type\":\"block\",\"children\":[{\"_key\":\"1f7923f713090\",\"_type\":\"span\",\"marks\":[],\"text\":\"By harnessing first-party customer data and relevant insights, brands can create WhatsApp experiences that feel personal, valuable, and engaging.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7c1ef7b0c9a2\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"b7c2dee6e830\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Download now\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/resources/reports-and-guides/the-key-to-impactful-personalization\"}}],\"body\":[{\"_key\":\"83dd32579a20\",\"_type\":\"block\",\"children\":[{\"_key\":\"745c69dedd920\",\"_type\":\"span\",\"marks\":[],\"text\":\"Learn how to create and deliver experiences with tools like Amazon Personalize and Braze that generate stronger loyalty, higher retention, and more revenue.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"heading\":\"The Key to Impactful Personalization\"},{\"_key\":\"f874bea47ec3\",\"_type\":\"anchor\",\"anchorId\":\"use-cases\"},{\"_key\":\"4ead95d9e9b6\",\"_type\":\"block\",\"children\":[{\"_key\":\"d83b1c5d754e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"3 High-impact WhatsApp marketing use cases\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d8c43e7bc751\",\"_type\":\"block\",\"children\":[{\"_key\":\"d1b1d9a89e230\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brands across many different industries are using WhatsApp to drive key customer actions. Here are some of the most effective ways to take advantage of the platform.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d83da4f1a629\",\"_type\":\"block\",\"children\":[{\"_key\":\"4d434dcb496c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Getting customers onboarded: The \\\"you didn’t quite finish setting up\\\" campaign\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2b94661f6315\",\"_type\":\"richImage\",\"asset\":{\"_ref\":\"image-e425b4b685510b58d1fd51b81b0fa0830bcf04ac-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"f78fb43f6cd1\",\"_type\":\"block\",\"children\":[{\"_key\":\"7059bc1242370\",\"_type\":\"span\",\"marks\":[],\"text\":\"You know how it goes - someone downloads your app or signs up on your website, but then... crickets. They don't finish setting up their account, meaning they can’t realize the full value of your product or service. Frustrating, right? Well, here's where WhatsApp can save the day!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"05a0aff3bbd4\",\"_type\":\"block\",\"children\":[{\"_key\":\"95e28c43ac080\",\"_type\":\"span\",\"marks\":[],\"text\":\"Imagine you're running the customer engagement program for a cool travel startup called \\\"Upon Voyage\\\". You could trigger a friendly WhatsApp message to those almost-customers, saying, \\\"Hey there! We noticed you didn't quite finish setting up your account. No worries—here's a quick link to pick up right where you left off!\\\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6b57cb113b66\",\"_type\":\"block\",\"children\":[{\"_key\":\"c68ba5adfbb70\",\"_type\":\"span\",\"marks\":[],\"text\":\"WhatsApp lets you do all sorts of interactive stuff too. You can use quick reply buttons to gather info right in the chat to reduce drop off. You’re able to have a conversation with each customer, but in a much more efficient way.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1a10a53a498e\",\"_type\":\"block\",\"children\":[{\"_key\":\"652c1df6a14c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Pro Tip:\"},{\"_key\":\"652c1df6a14c1\",\"_type\":\"span\",\"marks\":[],\"text\":\" Getting folks to finish signing up can actually save you money on customer acquisition costs. Plus, collecting more customer preferences up front helps you create a more personalized experience for them down the line. It’s a win-win!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"588be7782e47\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a592f2968fc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Boosting sales: The \\\"don't forget your stuff!\\\" campaign\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"97c437c9b801\",\"_type\":\"richImage\",\"asset\":{\"_ref\":\"image-5ef616bb7b23f505fdcad0b3e09974c3ce2fa5f7-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"56c0d4030c40\",\"_type\":\"block\",\"children\":[{\"_key\":\"677eccc3d9de0\",\"_type\":\"span\",\"marks\":[],\"text\":\"We’ve all done it—gone online shopping, added things to our cart and then gotten bored, distracted, or changed our minds. So we leave the website and forget about it. This is where WhatsApp can really shine.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9bc83a12775e\",\"_type\":\"block\",\"children\":[{\"_key\":\"4e4f17e88f150\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let's say you're on the CRm team for a food delivery service called \\\"Calorie Rocket\\\". Your team notices there has been an uptick in abandoned carts in the last month and you're tasked with addressing it. No problem! You can automate a friendly WhatsApp message like, \\\"Hey! We saved your recent selections for you. Want to complete your order now? We'll even throw in free delivery if you order in the next hour!\\\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"87f411d56949\",\"_type\":\"block\",\"children\":[{\"_key\":\"ca25b9a608e80\",\"_type\":\"span\",\"marks\":[],\"text\":\"The cool thing about WhatsApp is you can add a clear \\\"Complete Order\\\" button right in the message. One tap, and they're back to your app or website to checkout. Easy peasy!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ea2a54cab4a0\",\"_type\":\"block\",\"children\":[{\"_key\":\"65be4cfecc980\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Pro Tip:\"},{\"_key\":\"65be4cfecc981\",\"_type\":\"span\",\"marks\":[],\"text\":\" Try multi-variate testing the timing of your abandoned cart message (in this food delivery example, it might be 15 minutes, 30 minutes, 1 hour after abandoning) in order to maximize performance.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"911351c82058\",\"_type\":\"block\",\"children\":[{\"_key\":\"43633f80de1a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Keeping customers coming back: The \\\"join our VIP club\\\" campaign\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"72adbfe50ad6\",\"_type\":\"block\",\"children\":[{\"_key\":\"e2fe096ae8a30\",\"_type\":\"span\",\"marks\":[],\"text\":\"There are so many options for everything these days. How do you keep your customers coming back to you? Enter the loyalty program—and WhatsApp is the perfect way to promote it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1d103c417583\",\"_type\":\"block\",\"children\":[{\"_key\":\"c3ce71cc9b7b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Imagine you're on the marketing team for an online clothing store called \\\"Flash \u0026 Thread\\\". You could set up a friendly WhatsApp message like, \\\"Hey VIP! Want exclusive access to new collections and special discounts? 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It's a great way to reward your most high-value, engaged customers and maybe even get them to spread the word to their friends.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"14bbede47cbc\",\"_type\":\"block\",\"children\":[{\"_key\":\"5fdc375e15d30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Remember, WhatsApp is all about having conversations with your customers. Keep it friendly, keep it helpful, and you'll be on your way to building great relationships with your audience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3afba9bf9405\",\"_type\":\"anchor\",\"anchorId\":\"examples\"},{\"_key\":\"c521d986ae84\",\"_type\":\"block\",\"children\":[{\"_key\":\"bd5ede50337a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"4 Real life examples of WhatsApp marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"8354c052feb7\",\"_type\":\"block\",\"children\":[{\"_key\":\"f3f33e87b80c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Winning hearts and re-engagement with Floward\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"87fbab5d7c03\",\"_type\":\"block\",\"children\":[{\"_key\":\"d1ab60b4d86d0\",\"_type\":\"span\",\"marks\":[\"9aad52b31b83\"],\"text\":\"Floward\"},{\"_key\":\"d1ab60b4d86d1\",\"_type\":\"span\",\"marks\":[],\"text\":\" is the go-to destination for online flowers and gifts delivery in MENA and the UK, known for its exceptional service, high-quality products, and effortless online experience. But beyond beautiful bouquets and thoughtful gifts, customer engagement is at the heart of Floward’s success. When customers feel connected, they come back, they share their experiences, and they trust the brand for their most meaningful moments. By creating personalized experiences and fostering genuine emotional connections, Floward builds loyalty, boosts satisfaction, and keeps customers engaged for the long haul.\"}],\"markDefs\":[{\"_key\":\"9aad52b31b83\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/floward-case-study\"}],\"style\":\"normal\"},{\"_key\":\"bcf9304f903d\",\"_type\":\"block\",\"children\":[{\"_key\":\"0d3654317c1b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The challenge—keeping love in bloom\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"c194fb9a9cac\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e8f88191d500\",\"_type\":\"span\",\"marks\":[],\"text\":\"Valentine’s Day is one of the biggest moments of the year for Floward—a time when emotions run high and gifting takes center stage. But with an influx of new customers and a wave of lapsed users, Floward faced a challenge: how to maximize engagement and conversions while reducing customer churn. High drop-off rates among first-time users and a struggle to re-engage past customers were impacting sales and overall brand visibility.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f5b5caffe0d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"4f7b90e121a10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Floward needed a strategy that would not only capture hearts, but keep them coming back for more.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9d3ebd3a4ee5\",\"_type\":\"block\",\"children\":[{\"_key\":\"2650a72918470\",\"_type\":\"span\",\"marks\":[],\"text\":\"The strategy—A smart, data-driven approach to engagement\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"dc69b093d78c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e1fc1eeb78c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"To turn the challenge into an opportunity, Floward teamed up with Braze to create an impactful cross-channel engagement strategy. Using Braze Canvas, they crafted personalized customer journeys across WhatsApp, push notifications, in-app messages, and email—ensuring the right message reached the right person at the perfect moment.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d487d8e75476\",\"_type\":\"block\",\"children\":[{\"_key\":\"2b528746a9250\",\"_type\":\"span\",\"marks\":[],\"text\":\"By leveraging Recency, Frequency, and Monetary (RFM) analysis, Floward segmented their audience to tailor campaigns based on customer behavior. This data-driven approach allowed them to send highly relevant messages that resonated with users, encouraging them to take action. Plus, with real-time data insights, they could continuously measure performance and refine their strategy for maximum impact.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a226caea807c\",\"_type\":\"richImage\",\"asset\":{\"_ref\":\"image-c11af26dee76489b593976f58d52cacfba200a6a-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"d59948fb616f\",\"_type\":\"block\",\"children\":[{\"_key\":\"9320e5ec84d70\",\"_type\":\"span\",\"marks\":[],\"text\":\"The results—stronger connections, higher conversions\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"374aacac7e96\",\"_type\":\"block\",\"children\":[{\"_key\":\"1249f124f1c50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Floward’s thoughtful, multi-channel approach paid off in a big way. Engagement and conversion rates soared, with WhatsApp emerging as the star performer, driving the highest revenue and re-engagement rates across all channels. Customers responded enthusiastically, leading to:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e493f4e33056\",\"_type\":\"block\",\"children\":[{\"_key\":\"fc49d47fa60f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Higher retention and lifetime value—keeping customers coming back for more\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"96ac5adc1d9d\",\"_type\":\"block\",\"children\":[{\"_key\":\"1649c6e1d5740\",\"_type\":\"span\",\"marks\":[],\"text\":\"A 21% increase in positive reviews, reflecting stronger customer satisfaction\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c20e305e9685\",\"_type\":\"block\",\"children\":[{\"_key\":\"792122a7e3520\",\"_type\":\"span\",\"marks\":[],\"text\":\"A 55% read rate for WhatsApp messages, proving its effectiveness as a key engagement tool\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5ee34faa32ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"4cf00b02c09a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"A staggering 99.1% share of voice compared to direct competitors during the holiday period\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e9825e47c05d\",\"_type\":\"block\",\"children\":[{\"_key\":\"a7fdddc351c30\",\"_type\":\"span\",\"marks\":[],\"text\":\"By meeting customers where they were—and delivering messages that truly resonated—Floward strengthened brand loyalty, boosted engagement, and made Valentine’s Day even more memorable for its customers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"06fc10425b1e\",\"_type\":\"block\",\"children\":[{\"_key\":\"55c91a20f5250\",\"_type\":\"span\",\"marks\":[],\"text\":\"Turning missed orders into repeat customers the Rappi way\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0655931d32a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"fa84cff3c2be0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Since its launch in 2015 in Bogotá, Colombia, \"},{\"_key\":\"fa84cff3c2be1\",\"_type\":\"span\",\"marks\":[\"ecbb4c664f94\"],\"text\":\"Rappi\"},{\"_key\":\"fa84cff3c2be2\",\"_type\":\"span\",\"marks\":[],\"text\":\" has redefined convenience in Latin America, growing into the region’s first superapp and serving users across nine countries and 300+ cities. More than just a delivery platform, Rappi connects people with solutions—whether it’s groceries, restaurant orders, prescription deliveries, or even hiring someone to stand in line for a product release. Their mission? To use technology to drive economic progress and make life easier for everyone, from everyday users to entrepreneurs and couriers.\"}],\"markDefs\":[{\"_key\":\"ecbb4c664f94\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/rappi-case-study\"}],\"style\":\"normal\"},{\"_key\":\"e322ab658430\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2f7f65688500\",\"_type\":\"span\",\"marks\":[],\"text\":\"With on-demand service at the core of their offering, Rappi knows that customer engagement is key. Keeping users active and engaged means they look to Rappi as an essential part of their daily routines. To strengthen relationships and build long-term loyalty, Rappi needed to meet customers where they were, delivering personalized, relevant messages that kept the brand top of mind.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2ed9ce35f4f6\",\"_type\":\"block\",\"children\":[{\"_key\":\"df77069e5c400\",\"_type\":\"span\",\"marks\":[],\"text\":\"The challenge—reaching customers at the right time\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"37fcb46795e8\",\"_type\":\"block\",\"children\":[{\"_key\":\"3803c36c83ff0\",\"_type\":\"span\",\"marks\":[],\"text\":\"For Rappi, engagement means different things depending on where a user is in their journey. New users need to experience the value of the app quickly, while existing users benefit from timely, relevant deals that keep them coming back.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fa016f271f0b\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd7b898882f00\",\"_type\":\"span\",\"marks\":[],\"text\":\"The challenge? Finding a more effective, out-of-product way to connect with users, especially those who had gone inactive. Rappi needed a direct, high-impact channel to re-engage lapsed users and encourage more frequent purchases from their active customer base.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"304727286208\",\"_type\":\"block\",\"children\":[{\"_key\":\"8e08c677e6180\",\"_type\":\"span\",\"marks\":[],\"text\":\"The strategy—expanding to WhatsApp for smarter, more effective outreach\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"45c18455d5e6\",\"_type\":\"block\",\"children\":[{\"_key\":\"264a1679fae80\",\"_type\":\"span\",\"marks\":[],\"text\":\"To solve this challenge, Rappi teamed up with Braze to extend their engagement strategy to WhatsApp—a widely adopted and highly trusted channel in Latin America. This move allowed them to:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a78e876e94f1\",\"_type\":\"block\",\"children\":[{\"_key\":\"c7b7907908fa0\",\"_type\":\"span\",\"marks\":[\"e7f657a245e2\"],\"text\":\"Re-engage\"},{\"_key\":\"c7b7907908fa1\",\"_type\":\"span\",\"marks\":[],\"text\":\" lapsed users with personalized, targeted deals that brought them back to the platform.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"e7f657a245e2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/maximize-your-customer-re-engagement-and-loyalty-with-personalized-push-notifications\"}],\"style\":\"normal\"},{\"_key\":\"f103f7d19760\",\"_type\":\"block\",\"children\":[{\"_key\":\"d6532fd411d20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Encourage repeat purchases from active users by delivering exclusive offers directly to their mobile devices.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eb03c824e759\",\"_type\":\"block\",\"children\":[{\"_key\":\"35dc5a7ca6730\",\"_type\":\"span\",\"marks\":[],\"text\":\"Leverage data and insights to optimize campaigns, ensuring messages were timely, relevant, and effective.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"92eef5f6a9fd\",\"_type\":\"richImage\",\"alt\":\"a phone screen shows a message from rappi\",\"asset\":{\"_ref\":\"image-0e30ae38b92021d9283e0b2bd7e1b418788ea0bc-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"6db5620d2949\",\"_type\":\"block\",\"children\":[{\"_key\":\"1948c5a615540\",\"_type\":\"span\",\"marks\":[],\"text\":\"The results–A massive boost in engagement and sales\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"3431222784d6\",\"_type\":\"block\",\"children\":[{\"_key\":\"17f7737328790\",\"_type\":\"span\",\"marks\":[],\"text\":\"By meeting customers on a highly familiar and frequently used platform, Rappi’s WhatsApp strategy delivered outstanding results:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"61a47f336636\",\"_type\":\"block\",\"children\":[{\"_key\":\"32bc5f7854ad0\",\"_type\":\"span\",\"marks\":[],\"text\":\"80% increase in users who made a purchase\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e050d50acba9\",\"_type\":\"block\",\"children\":[{\"_key\":\"ab51c1d156c60\",\"_type\":\"span\",\"marks\":[],\"text\":\"28% lift in lapsed users who reactivated and made a purchase within 30 days\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f6227292daab\",\"_type\":\"block\",\"children\":[{\"_key\":\"1e634ec75a560\",\"_type\":\"span\",\"marks\":[],\"text\":\"43% lift in reactivated users who made two or more purchases within 30 days\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"853d8eb86cf5\",\"_type\":\"block\",\"children\":[{\"_key\":\"bfe564698d710\",\"_type\":\"span\",\"marks\":[],\"text\":\"With Braze and WhatsApp, Rappi was able to reignite engagement, drive sales, and deepen customer relationships, reinforcing its position as an indispensable part of users' everyday lives.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5531a4585d5d\",\"_type\":\"block\",\"children\":[{\"_key\":\"6357023a80f80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Styli’s secret to keeping fashion shoppers engaged\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7f95f3be6867\",\"_type\":\"block\",\"children\":[{\"_key\":\"d1b5a87daa5a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Launched in 2019, Styli has quickly become a go-to eCommerce destination for trend-savvy shoppers in Saudi Arabia, the UAE, and beyond. With a mobile-first approach and a focus on affordable yet high-quality fashion, the brand has steadily gained market share, attracting a growing base of young, digital-native customers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7b250a98feaf\",\"_type\":\"block\",\"children\":[{\"_key\":\"9c7d54af40ef0\",\"_type\":\"span\",\"marks\":[],\"text\":\"To keep these shoppers engaged across their entire journey, Styli prioritizes three key stages of customer engagement:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7e362880c9d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"f6b9589696d90\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\nNew customer activation – Ensuring first-time shoppers experience the value of Styli right away\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"03e0799d5587\",\"_type\":\"block\",\"children\":[{\"_key\":\"6032742b54060\",\"_type\":\"span\",\"marks\":[],\"text\":\"User engagement – Encouraging repeat visits and deeper interactions with the brand\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fc24fa35a8c7\",\"_type\":\"block\",\"children\":[{\"_key\":\"eb67cdca9c650\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer retention – Building long-term loyalty through relevant, personalized experiences\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1e50e5ff7c84\",\"_type\":\"block\",\"children\":[{\"_key\":\"212bc4ae2ae50\",\"_type\":\"span\",\"marks\":[],\"text\":\"By delivering targeted, personalized messaging, Styli aimed to drive more sessions, higher engagement, and increased sales—but they needed a scalable, efficient way to make it happen.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ee4c3e7d0328\",\"_type\":\"block\",\"children\":[{\"_key\":\"36ad2cf9614b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The challenge—creating personalized customer journeys at scale\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"cb9e2dde0c0e\",\"_type\":\"block\",\"children\":[{\"_key\":\"b7bd6d0d533e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Styli wanted to strengthen customer relationships and boost long-term value, but without overloading their technical teams. The goal was clear: deliver more relevant, engaging experiences across multiple touchpoints while making their marketing efforts more efficient and scalable.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d0aadd6e1aa6\",\"_type\":\"block\",\"children\":[{\"_key\":\"0296bd579ae60\",\"_type\":\"span\",\"marks\":[],\"text\":\"The strategy—smarter engagement with Braze\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"8c76b6d7541e\",\"_type\":\"block\",\"children\":[{\"_key\":\"932903a67c0c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"To bring this vision to life, Styli partnered with Braze to enhance their engagement strategy. By leaning into a mix of dynamic tools, they were able to:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"46c897fe2916\",\"_type\":\"block\",\"children\":[{\"_key\":\"d84cde62c6f00\",\"_type\":\"span\",\"marks\":[],\"text\":\"Expand their channel mix – Incorporating in-app messages, Content Cards, and WhatsApp to connect with customers in meaningful ways.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a8f9d0995e46\",\"_type\":\"block\",\"children\":[{\"_key\":\"6b98817ae91f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Deliver more relevant campaigns – Using Braze Catalogs to enrich messaging with tailored product recommendations.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bec8689cadd5\",\"_type\":\"block\",\"children\":[{\"_key\":\"560a2ede899b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Automate and scale engagement – Streamlining their customer engagement program to deliver impact without requiring constant manual effort.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"34154d688fa9\",\"_type\":\"block\",\"children\":[{\"_key\":\"ff5d5ddd871d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The results—stronger engagement, higher ROI, and faster execution\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"9e63c184d8f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"6411f26fce5d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Styli’s data-driven, automated approach delivered impressive results:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"54d8b417c7b5\",\"_type\":\"block\",\"children\":[{\"_key\":\"0bd2d5eec7bc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"50% boost in average ROI—making every marketing dollar work harder\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"29e22945048d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f0ba3564b1f70\",\"_type\":\"span\",\"marks\":[],\"text\":\"15% rise in user activation—turning more first-time visitors into loyal customers\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4f1b7afe17a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"bbaaa48ce6640\",\"_type\":\"span\",\"marks\":[],\"text\":\"21% increase in sign-ups—expanding their customer base faster\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bee3a14f86de\",\"_type\":\"block\",\"children\":[{\"_key\":\"042c168718ee0\",\"_type\":\"span\",\"marks\":[],\"text\":\"40% reduction in campaign creation time—allowing the team to execute more efficiently\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"01e2b4fac6c7\",\"_type\":\"block\",\"children\":[{\"_key\":\"d00967d129e40\",\"_type\":\"span\",\"marks\":[],\"text\":\"By combining strategic automation with personalized engagement, Styli didn’t just increase sales—they built stronger, longer-lasting connections with their customers, ensuring the brand stays top-of-mind in a fast-moving fashion market.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3bcd5b02e68a\",\"_type\":\"block\",\"children\":[{\"_key\":\"3b0e61b423b10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Stori improves the customer experience with interactive WhatsApp messaging\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"75cf7d838939\",\"_type\":\"block\",\"children\":[{\"_key\":\"91b5299a1df70\",\"_type\":\"span\",\"marks\":[\"1df9bb133ebd\"],\"text\":\"Stori\"},{\"_key\":\"91b5299a1df71\",\"_type\":\"span\",\"marks\":[],\"text\":\", a leader in the Latin American Fintech space, provides digital financial solutions to those underserved by traditional banking, boasting a 99% credit acceptance rate and a 15% yield on deposit accounts. Committed to empowering individuals, Stori adopts a customer-centric approach by designing products in collaboration with users and focusing on their feedback, needs, and pain points. This dedication to customer satisfaction is key to Stori's goal of solidifying its position as the top fintech company in the region.\"}],\"markDefs\":[{\"_key\":\"1df9bb133ebd\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/stori-case-study\"}],\"style\":\"normal\"},{\"_key\":\"2e25607818c5\",\"_type\":\"block\",\"children\":[{\"_key\":\"24d8d46e5d6f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The challenge—improving the customer experience.\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"2dcce0fe1c3b\",\"_type\":\"block\",\"children\":[{\"_key\":\"8c27a78c37620\",\"_type\":\"span\",\"marks\":[],\"text\":\"Stori recognized that some of its processes, such as updating user profiles and accessing account information, were challenging for customers to navigate. To address this, Stori is currently focusing on acquisition and retention across all stages of the customer lifecycle. In their initial WhatsApp campaigns with Braze, they identified two key points in the customer journey: an address update campaign for credit card replacements and a chatbot designed to transform potentially frustrating payment reminders into engaging and entertaining messaging experiences.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8077af68cb24\",\"_type\":\"block\",\"children\":[{\"_key\":\"a643d5987f9b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The strategy—more cohesive experiences\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"3b05c6827841\",\"_type\":\"block\",\"children\":[{\"_key\":\"bfdf196e9bdb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"With Braze, Stori enhanced the customer experience by enabling users to update their addresses with a single click via WhatsApp messages. They also launched a campaign that provided easy access to important account information, such as balances and payment due dates. For the address update campaign, Stori segmented their audience to identify users needing to update their information for upcoming credit card replacements. They then sent a straightforward WhatsApp message requesting the necessary details, allowing for quick profile updates. By leveraging WhatsApp as a personal and high-touch channel, Stori achieved high conversion rates and improved their ability to serve customers effectively.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fdf9dcd36b97\",\"_ref\":\"imported-craft-akeup9agm2\",\"_type\":\"videoReference\"},{\"_key\":\"b5e50fbef414\",\"_type\":\"block\",\"children\":[{\"_key\":\"3bce16173f520\",\"_type\":\"span\",\"marks\":[],\"text\":\"The results—stronger engagement and higher conversions\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"caafd095b350\",\"_type\":\"block\",\"children\":[{\"_key\":\"0a4a5a95da190\",\"_type\":\"span\",\"marks\":[],\"text\":\"Stori's targeted campaign delivered, showing the effectiveness of their customer-centric approach:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1acb1e62ccf4\",\"_type\":\"block\",\"children\":[{\"_key\":\"092bf55d0b480\",\"_type\":\"span\",\"marks\":[],\"text\":\"3X more engagement with WhatsApp vs push notification. (Response rate)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7c5419934edf\",\"_type\":\"block\",\"children\":[{\"_key\":\"308cd33fe2ae0\",\"_type\":\"span\",\"marks\":[],\"text\":\"26% higher conversion vs in-app process (Users that update their address)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"62cfa15a18b3\",\"_type\":\"anchor\",\"anchorId\":\"faqs\"},{\"_key\":\"d12595e6c819\",\"_type\":\"block\",\"children\":[{\"_key\":\"e184bcb9a89a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Frequently asked questions (FAQs)\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b0d4c4c2c651\",\"_type\":\"block\",\"children\":[{\"_key\":\"ce8cc5e8e6590\",\"_type\":\"span\",\"marks\":[],\"text\":\"How do I measure WhatsApp marketing success?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"54429ae5c959\",\"_type\":\"block\",\"children\":[{\"_key\":\"11e9625567d60\",\"_type\":\"span\",\"marks\":[],\"text\":\"To measure the performance of a WhatsApp campaign or journey, track metrics like read rate, click-through rate, and conversion rate. To measure the success of your WhatsApp program overall, track metrics like uplift in sessions, purchases, retention, and customer lifetime value.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7a936ee9dace\",\"_type\":\"block\",\"children\":[{\"_key\":\"82b47b56ee880\",\"_type\":\"span\",\"marks\":[],\"text\":\"Can I send bulk messages on WhatsApp?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"25c5aeaadd11\",\"_type\":\"block\",\"children\":[{\"_key\":\"5156be391d0e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Yes, using the WhatsApp Business Platform Cloud API, hosted by Meta for larger-scale messaging, you can send bulk messages on WhatsApp.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"66f20b5dba15\",\"_type\":\"block\",\"children\":[{\"_key\":\"3abf13c130170\",\"_type\":\"span\",\"marks\":[],\"text\":\"How do I set up a WhatsApp Business Account for marketing purposes?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"44b956bb4586\",\"_type\":\"block\",\"children\":[{\"_key\":\"00e367e56bba0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Setting up a WhatsApp Business Account is a straightforward process. Here’s a clear step-by-step guide to help you get started:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6e1679456ef6\",\"_type\":\"block\",\"children\":[{\"_key\":\"d6a9c83cd6a90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Connect WhatsApp to your customer engagement platform (WhatsApp may refer to this as your Business Solution Provider).\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4292018d00b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"4f2dad3f72c30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pro tip: Pick a platform that supports \"},{\"_key\":\"4f2dad3f72c31\",\"_type\":\"span\",\"marks\":[\"79b91638bb02\"],\"text\":\"embedded sign-up flow\"},{\"_key\":\"4f2dad3f72c32\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"level\":2,\"listItem\":\"number\",\"markDefs\":[{\"_key\":\"79b91638bb02\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/videos/introducing-native-braze-support-for-whatsapp\"}],\"style\":\"normal\"},{\"_key\":\"01a3cb54e4c9\",\"_type\":\"block\",\"children\":[{\"_key\":\"f4df7acfff570\",\"_type\":\"span\",\"marks\":[],\"text\":\"Create or select your Meta and WhatsApp Business Accounts. Most brands already have a Meta Business Account for their social accounts and/or ads.\"}],\"level\":2,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cbfad8bf7d16\",\"_type\":\"block\",\"children\":[{\"_key\":\"b063d00abddc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Create your profile.\"}],\"level\":2,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"66b05fe9a62e\",\"_type\":\"block\",\"children\":[{\"_key\":\"4521c00ae1410\",\"_type\":\"span\",\"marks\":[],\"text\":\"Verify your phone number.\"}],\"level\":2,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a3bf15581e79\",\"_type\":\"block\",\"children\":[{\"_key\":\"58e0ef0527b20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Complete business verification in order to send conversations at scale. This is done directly in the Meta Business Manager.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d3ac4f5f56cd\",\"_type\":\"block\",\"children\":[{\"_key\":\"1d9d03533f870\",\"_type\":\"span\",\"marks\":[],\"text\":\"Become an Official Business Account. Applying for Official Business Account (OBA) status gives your brand a blue check mark next to your display name. This adds legitimacy to your messaging on the platform and fosters customer trust.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"91394e357644\",\"_type\":\"block\",\"children\":[{\"_key\":\"e0530af77ade0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Scale your messaging limits. Messaging Limits determine the maximum number of business-initiated conversations each phone number can start in a rolling 24-hour period. You can scale to unlimited messaging in as little as four days.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"de2cfe386217\",\"_type\":\"block\",\"children\":[{\"_key\":\"d30f68926b670\",\"_type\":\"span\",\"marks\":[],\"text\":\"Collect opt-ins.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"64a1984ac293\",\"_type\":\"block\",\"children\":[{\"_key\":\"94d3593fc8f40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Create your templates for approval in the WhatsApp Manager.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6dd1e4c58f37\",\"_type\":\"block\",\"children\":[{\"_key\":\"608ccd2ff4930\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalize and orchestrate your WhatsApp campaigns in your customer engagement platform. \"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"97cefcc70066\",\"_type\":\"block\",\"children\":[{\"_key\":\"e1df8ad8ec310\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once your account is set up, you can start using WhatsApp to send marketing messages, share product information, and engage with customers effectively.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e0e7f1ae311d\",\"_type\":\"block\",\"children\":[{\"_key\":\"ef7950e7ffb60\",\"_type\":\"span\",\"marks\":[],\"text\":\"What are the key advantages of adding WhatsApp to my marketing mix?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"24b6fddb68d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"5d36ea94f96a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The key advantages of adding WhatsApp to your marketing mix include high engagement rates, personalized messaging, efficient, streamlined customer interactions, cost-effectiveness, rich media capabilities, worldwide network, and the ability to build trust and stronger customer relationships by interacting with people on a platform they already use and are familiar with. This can lead to improved customer satisfaction and more sales.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"019ae5d95585\",\"_type\":\"block\",\"children\":[{\"_key\":\"cc302021da620\",\"_type\":\"span\",\"marks\":[],\"text\":\"What are some high-impact use cases for WhatsApp in business marketing?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b7d3582512e2\",\"_type\":\"block\",\"children\":[{\"_key\":\"41a51ac276960\",\"_type\":\"span\",\"marks\":[],\"text\":\"Some examples of high-impact use cases for WhatsApp in business marketing are:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"76a5883cdd20\",\"_type\":\"block\",\"children\":[{\"_key\":\"fa845a9a90510\",\"_type\":\"span\",\"marks\":[],\"text\":\"Abandoned registration, sign-up, or onboarding dropoff\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3a3fbcaff4bd\",\"_type\":\"block\",\"children\":[{\"_key\":\"76e3c97e8f3f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Abandoned cart\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c01de834c6d6\",\"_type\":\"block\",\"children\":[{\"_key\":\"01607fe1cdcc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Loyalty program enrollment\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2cb7f0266f2c\",\"_type\":\"block\",\"children\":[{\"_key\":\"1d51f590c4a90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Sales and promotions\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a88fa87e19b1\",\"_type\":\"block\",\"children\":[{\"_key\":\"12da93651bf80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Back-in-stock and low stock alerts\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5cfbec86b921\",\"_type\":\"block\",\"children\":[{\"_key\":\"b4c4e25fa2fc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Upselling and cross-selling\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7c30d89958b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"d9307e1a20c10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Order updates and confirmation\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6c22a4de47fe\",\"_type\":\"block\",\"children\":[{\"_key\":\"a2f56cd4a9330\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer surveys and product feedback\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0ce33f95125c\",\"_type\":\"block\",\"children\":[{\"_key\":\"48295082de0e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"New product announcements\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6d69974e06b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8d15b15d9380\",\"_type\":\"span\",\"marks\":[],\"text\":\"Content recommendation campaign\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"14add0597f30\",\"_type\":\"block\",\"children\":[{\"_key\":\"101103ee6fd90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Win-back campaigns\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"26f755124a46\",\"_type\":\"block\",\"children\":[{\"_key\":\"c1d448eb25090\",\"_type\":\"span\",\"marks\":[],\"text\":\"How can I grow my WhatsApp subscriber list?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"cbddf31b8099\",\"_type\":\"block\",\"children\":[{\"_key\":\"b7d8c396a7bf0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The best way to get WhatsApp subscribers is to offer value-based incentives like discounts, VIP access, or helpful content in exchange for opt-ins. Consider promoting your WhatsApp channel across other platforms, like your website, landing pages, and social channels. Use phone number capture forms, QR codes, or links to collect opt-ins. How can I engage my WhatsApp subscriber list in creative ways?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e8717255f6b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"9a935578ca6d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"To engage your WhatsApp subscriber list, you can offer VIP, exclusive content and deals to those who subscribe, personalize messages to increase engagement, make full use of the visual and interactive elements, run polls, quizzes, or contests. You can also gamify your messaging with quick replies, or even use video messages to tease upcoming launches or promote user-generated content. Above all else, offer genuinely helpful and relevant content for your audience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c9798cff2c51\",\"_type\":\"block\",\"children\":[{\"_key\":\"fd03ab1d7ad40\",\"_type\":\"span\",\"marks\":[],\"text\":\"What best practices should I follow to maintain a high-quality phone number rating on WhatsApp?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"94ef52df73e6\",\"_type\":\"block\",\"children\":[{\"_key\":\"e0c24242b5210\",\"_type\":\"span\",\"marks\":[],\"text\":\"To maintain a high-quality phone number rating on WhatsApp, get user consent before sending any messages. They must opt-in. Don’t send too many messages or be too salesy in them. Monitor feedback, personalize your content, and give subscribers a mix of content types.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c645beff1dbf\",\"_type\":\"block\",\"children\":[{\"_key\":\"57d95be3676a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"When using WhatsApp for business communications, it is essential to adhere to the WhatsApp Business Policy and Commerce Policy. This includes only sending messages to users who have opted in, ensuring that the content is highly personalized and useful, and avoiding open-ended welcome or introductory messages. Additionally, be mindful of messaging frequency to prevent overwhelming customers with too many messages in a single day. Lastly, optimize informational messages for both content and length to enhance their effectiveness and relevance.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8e2058cc83fc\",\"_type\":\"block\",\"children\":[{\"_key\":\"5671645a652e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How can WhatsApp's two-way messaging capabilities enhance customer engagement?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"8c4eccbc0a6c\",\"_type\":\"block\",\"children\":[{\"_key\":\"a30c82be3a9d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"WhatsApp's two-way messaging capabilities can enhance customer engagement by allowing your business to have a real-time conversation with a customer. This means you can personalize interactions, give quick responses to queries or complaints and build the trust and loyalty between your brand and audience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"64df2a91613d\",\"_type\":\"block\",\"children\":[{\"_key\":\"fa9c40e06a280\",\"_type\":\"span\",\"marks\":[],\"text\":\"What types of content can I share through WhatsApp to drive customer actions?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"9c2d4655035d\",\"_type\":\"block\",\"children\":[{\"_key\":\"1336dc02dcb50\",\"_type\":\"span\",\"marks\":[],\"text\":\"You can share lots of types of content through WhatsApp to drive different customer actions, including:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4ddee5c68207\",\"_type\":\"block\",\"children\":[{\"_key\":\"bd50426ade9c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Message types and 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Since then, our customers have significantly increased their use of the channel, with combined messaging volume growing massively.\"}],\"markDefs\":[{\"_key\":\"2d4289a57b6f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/whatsapp\"}],\"style\":\"normal\"},{\"_key\":\"794b111a7ded\",\"_type\":\"block\",\"children\":[{\"_key\":\"4d2f016af1290\",\"_type\":\"span\",\"marks\":[],\"text\":\"With Braze | WhatsApp, marketers can quickly integrate and scale their WhatsApp programs by removing third-party senders and intermediaries. Once the channel is set up, they can effortlessly engage in real-time conversations with the right customers to capture attention and increase conversions. By unifying WhatsApp with other digital channels, marketers can optimize their spending and provide consistent experiences across all platforms.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"77d62c90384a\",\"_type\":\"anchor\",\"anchorId\":\"conclusion\"},{\"_key\":\"6608c216bccc\",\"_type\":\"block\",\"children\":[{\"_key\":\"3eacd361b90d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"42ffd5381a17\",\"_type\":\"block\",\"children\":[{\"_key\":\"6d4f9095e0ce0\",\"_type\":\"span\",\"marks\":[],\"text\":\"WhatsApp marketing presents an incredible opportunity for businesses of all sizes to connect with customers on a deeply personal level. From acquiring and activating new customers to driving sales through targeted promotions to nurturing loyalty and win-back, WhatsApp offers a versatile toolkit for achieving a wide range of marketing objectives.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"726b4e501bb1\",\"_type\":\"block\",\"children\":[{\"_key\":\"9151c9ac22570\",\"_type\":\"span\",\"marks\":[],\"text\":\"Embracing WhatsApp as part of your cross-channel strategy is a smart move in today's mobile-first world.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8e8800bb53ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"0702806d2cd60\",\"_type\":\"span\",\"marks\":[],\"text\":\"The best marketing is about conversations, not just promotions. 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Connect with customers on WhatsApp, drive sales, and build stronger relationships. \",\"pageTitle\":\"WhatsApp Marketing: The Complete Guide for 2025\",\"slug\":{\"_type\":\"slug\",\"current\":\"whatsapp-marketing\"}},\"title\":\"The complete guide to WhatsApp marketing\"},{\"_id\":\"84fd0dda-f92f-4235-865f-b28cb456e530\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"f3e9a45fcb68\",\"_type\":\"block\",\"children\":[{\"_key\":\"1e09578865a7\",\"_type\":\"span\",\"marks\":[],\"text\":\"You’re walking past your favorite coffee shop when your phone buzzes—a push notification offers 20% off if you order in the next 30 minutes. You weren’t planning to stop, but now you’re tempted.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cd909ec249ad\",\"_type\":\"block\",\"children\":[{\"_key\":\"023152300e10\",\"_type\":\"span\",\"marks\":[],\"text\":\"That’s location-based marketing in action, and a perfect example of how location-based advertising turns proximity into a personalized, real-time experience. By using location data to tailor outreach in the moment, brands can make campaigns hyper-relevant, boosting\"},{\"_key\":\"74b3d6253c1d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" \"},{\"_key\":\"5dfa052bf74b\",\"_type\":\"span\",\"marks\":[\"417a62884232\"],\"text\":\"conversions by up to 27%\"},{\"_key\":\"e688c9fd3213\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"417a62884232\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/multi-channel-messaging-can-increase-customer-retention-by-130\"}],\"style\":\"normal\"},{\"_key\":\"5d87684f93b6\",\"_type\":\"block\",\"children\":[{\"_key\":\"20685d497548\",\"_type\":\"span\",\"marks\":[\"f84ec0de918b\"],\"text\":\"71% of consumers expect personalized experiences from brands\"},{\"_key\":\"eb3af46fc62f\",\"_type\":\"span\",\"marks\":[],\"text\":\", and as we naturally pay more attention to what’s happening nearby—whether it’s a local game, an event, or a new restaurant—it’s no surprise that location has become one of the most powerful tools in a marketer’s toolkit.\"}],\"markDefs\":[{\"_key\":\"f84ec0de918b\",\"_type\":\"link\",\"href\":\"https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying\"}],\"style\":\"normal\"},{\"_key\":\"3f700b637480\",\"_type\":\"block\",\"children\":[{\"_key\":\"b5034e50de3a\",\"_type\":\"span\",\"marks\":[],\"text\":\"In this guide, we’ll cover:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7e4fc8da4290\",\"_type\":\"block\",\"children\":[{\"_key\":\"1d1055ece1a9\",\"_type\":\"span\",\"marks\":[\"e5738ec39065\"],\"text\":\"Definition and key concepts of location-based 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practice\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"e3c39c34e11b\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/location-based-marketing#how\"}],\"style\":\"normal\"},{\"_key\":\"98466d38b2eb\",\"_type\":\"block\",\"children\":[{\"_key\":\"a975383fe492\",\"_type\":\"span\",\"marks\":[\"ae8b50ac27ea\"],\"text\":\"Benefits of location-based marketing for customer engagement\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"ae8b50ac27ea\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/location-based-marketing#benefits\"}],\"style\":\"normal\"},{\"_key\":\"714614ad6415\",\"_type\":\"block\",\"children\":[{\"_key\":\"cc10abf33e3e\",\"_type\":\"span\",\"marks\":[\"239855267ff3\"],\"text\":\"Real-world examples of location-based advertising 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success\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"ff4c37534fcc\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/location-based-marketing#check\"}],\"style\":\"normal\"},{\"_key\":\"c18bd00c08a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"4318d800b3db\",\"_type\":\"span\",\"marks\":[\"e0c96eb790a7\"],\"text\":\"Final thoughts on location-based marketing\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"e0c96eb790a7\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/location-based-marketing#final\"}],\"style\":\"normal\"},{\"_key\":\"4acd27315408\",\"_type\":\"block\",\"children\":[{\"_key\":\"c9a6b7ca49d9\",\"_type\":\"span\",\"marks\":[\"0092fc741af5\"],\"text\":\"Location-based marketing 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Brands look at how customers move around in the real world and use that movement to trigger digital experiences. By identifying where a customer is in real time, marketers can deliver messages, offers, and experiences that feel directly relevant to that person, in that moment.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"52769345f907\",\"_type\":\"block\",\"children\":[{\"_key\":\"1903df150f0b\",\"_type\":\"span\",\"marks\":[],\"text\":\"This approach uses location data from sources such as mobile devices, GPS, Wi-Fi signals, Bluetooth beacons, or third-party enrichment services to target those within a specific area.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"40895c663a02\",\"_type\":\"anchor\",\"anchorId\":\"types\"},{\"_key\":\"88e25931a970\",\"_type\":\"block\",\"children\":[{\"_key\":\"5e355b566deb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Types of location-based marketing strategies\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"6b55ddf4f59c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6f4f3510bc57\",\"_type\":\"span\",\"marks\":[],\"text\":\"There are several common types of location-based marketing, each suited to different goals, audiences, and contexts.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9c746fc9c3d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"d2049ba399c8\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Geo-targeting\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"688ae9894107\",\"_type\":\"block\",\"children\":[{\"_key\":\"2bdcb4bd9902\",\"_type\":\"span\",\"marks\":[],\"text\":\"Geo-targeting is the practice of detecting a user’s location and delivering tailored messages, whether that’s an ad, an email, or a push notification, based on where they are. 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Paired with customer data, like preferences and past activity, geo-targeting helps you connect with the right people at the right moment, while avoiding those who aren’t a fit.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b69048133e7e\",\"_type\":\"block\",\"children\":[{\"_key\":\"57c2fae037f6\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How it works\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"eee5026ce070\",\"_type\":\"block\",\"children\":[{\"_key\":\"e9c37798d8c3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Geo-targeting, or mobile-location targeting, typically uses a device’s IP address to determine location. Every internet-connected device—phone, tablet, or laptop—has one, with part of the address identifying the country and the rest narrowing down to regions, cities, or even postal codes. This lets marketers reach people in specific locations with precision, wherever their device goes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6955d0dcab2c\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad11f9e28e69\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You’ve probably seen it in action\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"ca55ea573ae5\",\"_type\":\"block\",\"children\":[{\"_key\":\"fd7319346c36\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you’ve ever spotted a Facebook ad for a nail salon in your neighborhood instead of one hundreds of miles away, that’s geo-targeting at work, making sure you’re only seeing offers and experiences that are close enough to act on.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fb2deec32f1b\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b2c3604d7dc\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. 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When a device moves into or out of that perimeter, it triggers an automated message, such as a push notification or SMS, as long as the person has opted in to that channel.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1e17fbdeff0c\",\"_type\":\"block\",\"children\":[{\"_key\":\"46c0f9ae784d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You’ve probably seen it in action\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"28083fc24288\",\"_type\":\"block\",\"children\":[{\"_key\":\"dea963604161\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you’ve ever been at a concert and received a push notification to grab merch while you’re still in the venue, or set a reminder on your phone to pick up something when you’re near a shop, you’ve experienced geofencing in action.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b2cbb1049a52\",\"_type\":\"block\",\"children\":[{\"_key\":\"d945cb26d328\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. 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Instead, they signal a server, which can then send a push, SMS, or in-app message, depending on the campaign setup.\"}],\"markDefs\":[{\"_key\":\"13b5926df878\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/geofencing-geo-targeting-beaconing-when-to-use\"}],\"style\":\"normal\"},{\"_key\":\"0fceeca9de3b\",\"_type\":\"richImage\",\"alt\":\"an isometric drawing of a store with a purple background\",\"asset\":{\"_ref\":\"image-1ba682b4e6fe7ee092480177ffd51090f3b28691-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"82c30503bb96\",\"_type\":\"block\",\"children\":[{\"_key\":\"5fe08f1e4c53\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How it works\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"b61830502f38\",\"_type\":\"block\",\"children\":[{\"_key\":\"d520909a9d79\",\"_type\":\"span\",\"marks\":[],\"text\":\"This type of proximity marketing uses Bluetooth Low Energy (BLE) technology, which is inexpensive, works without Wi-Fi or strong cell service, and uses very little power, so batteries can last for months or even years. The trade-off is that users must have Bluetooth turned on and have granted the necessary permissions to receive beacon-triggered messages.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"af734070237c\",\"_type\":\"block\",\"children\":[{\"_key\":\"a20c911a5cb0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You’ve probably seen it in action\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"1af6c6d13079\",\"_type\":\"block\",\"children\":[{\"_key\":\"63bdd600c9ab\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you’ve walked into a store with that brand’s app installed and received a notification about an in-store deal, or been prompted to donate to a cause while attending a live event, there’s a good chance a beacon was behind it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b03192cbf32d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f5704e19a867\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"4. 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By layering these additional signals onto location data, brands can adapt messaging to reflect what’s happening in a customer’s immediate environment.\"}],\"markDefs\":[{\"_key\":\"61ad35745f83\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/first-party-data\"}],\"style\":\"normal\"},{\"_key\":\"61789ca93d3a\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a6781a4899b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How it works\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"b97a5be57457\",\"_type\":\"block\",\"children\":[{\"_key\":\"ac37bec76d3f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data enrichment typically integrates with location services to pull in relevant external factors. This could mean syncing with weather APIs to promote cold-weather products during a cold snap, or using event calendars to reach attendees as they arrive at a venue.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4d7186e61787\",\"_type\":\"block\",\"children\":[{\"_key\":\"8d4618fda24d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You’ve probably seen it in action\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"38f66bc38d64\",\"_type\":\"block\",\"children\":[{\"_key\":\"e7a86b533c54\",\"_type\":\"span\",\"marks\":[\"c0bd35298a40\"],\"text\":\"Ibotta\"},{\"_key\":\"1b048d212497\",\"_type\":\"span\",\"marks\":[],\"text\":\", in partnership with Braze and Radar, used data enrichment to send personalized offers right at the point of purchase, increasing redemption rates by reaching customers at exactly the right moment.\"}],\"markDefs\":[{\"_key\":\"c0bd35298a40\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/the-six-pillars-of-braze-alloys-data-augmentation\"}],\"style\":\"normal\"},{\"_key\":\"d8e5f63969eb\",\"_type\":\"block\",\"children\":[{\"_key\":\"78945650115d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"5. Language-based personalization\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"334320dea533\",\"_type\":\"block\",\"children\":[{\"_key\":\"49306350f73d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Language-based personalization adjusts the language, tone, and regional references in your messaging based on a customer’s location. This not only improves clarity but also strengthens the sense of connection between brand and audience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e398a45a8a91\",\"_type\":\"block\",\"children\":[{\"_key\":\"e8f0e6f0a6a3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How it works\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"923ef47dc7d4\",\"_type\":\"block\",\"children\":[{\"_key\":\"d7ba52da9e66\",\"_type\":\"span\",\"marks\":[],\"text\":\"When a user’s location is identified, messaging is localized to match their preferred or most relevant language. This can include full translations, regional spelling and phrasing, or localized cultural references to make campaigns feel native to the recipient.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1b0d70d960de\",\"_type\":\"block\",\"children\":[{\"_key\":\"cbc1ccfd6f7c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You’ve probably seen it in action\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"0a6b93059b85\",\"_type\":\"block\",\"children\":[{\"_key\":\"9996243f7a08\",\"_type\":\"span\",\"marks\":[\"ff4d5cc87821\"],\"text\":\"Canva\"},{\"_key\":\"be8c6bb03801\",\"_type\":\"span\",\"marks\":[],\"text\":\" localizes campaigns into 20 languages and tailors send times based on user locations. This approach has increased open rates by 33% and boosted engagement by 2.5%.\"}],\"markDefs\":[{\"_key\":\"ff4d5cc87821\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/canva-case-study\"}],\"style\":\"normal\"},{\"_key\":\"c26761b72618\",\"_type\":\"richImage\",\"alt\":\"a diagram showing different types of geo-targeting\",\"asset\":{\"_ref\":\"image-f1831e4e6f615a868d62cd6eb7b7b41b27869bc5-2400x1402-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"5bff8c4d4415\",\"_type\":\"block\",\"children\":[{\"_key\":\"20615ea4d28b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Types of location data\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f8a57b2a7992\",\"_type\":\"block\",\"children\":[{\"_key\":\"587150e577ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"The way you collect location information determines how you can use it. Most location-based marketing falls into one of three data categories:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a86f49ed13d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"c6999e15d388\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Static data\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"163cb7f658d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"f43c818d416c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Fixed information like mailing addresses, postal codes, or self-reported city/country. Useful for broad segmentation (e.g., sending winter coat promos to colder regions), but not for real-time triggers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"161d92111e99\",\"_type\":\"block\",\"children\":[{\"_key\":\"65f43ae81b15\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Foreground data\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"af7a205b19bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"b97143721286\",\"_type\":\"span\",\"marks\":[],\"text\":\"Gathered while a user’s app is open (“in the foreground”), often via GPS or Wi-Fi. More precise than static data and updates during active sessions, making it ideal for timely but session-linked campaigns.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6ba8cf1fbe0c\",\"_type\":\"block\",\"children\":[{\"_key\":\"ed1bcbd9f462\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Background data\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"13c9848ffa6b\",\"_type\":\"block\",\"children\":[{\"_key\":\"8b6c03569a36\",\"_type\":\"span\",\"marks\":[],\"text\":\"Collected even when the app isn’t open, with user consent. Enables real-time triggers like geofencing or beacon campaigns. Powerful for timely engagement, but requires careful handling to avoid overstepping on privacy or frequency.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6c178aac149b\",\"_type\":\"anchor\",\"anchorId\":\"how\"},{\"_key\":\"b4c357cdf976\",\"_type\":\"block\",\"children\":[{\"_key\":\"c8ae37beea37\",\"_type\":\"span\",\"marks\":[],\"text\":\"How location-based marketing works in practice\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"12a6edc999dc\",\"_type\":\"block\",\"children\":[{\"_key\":\"7cc8f14164a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"An effective location-based marketing or location based advertising campaign typically follows these steps:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eb91855ac331\",\"_type\":\"block\",\"children\":[{\"_key\":\"f36c73a4090d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Identify target location(s)\"},{\"_key\":\"de8ad25298e2\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Define the geographic areas you want to focus on, whether broad regions or hyperlocal zones.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"84796afc0793\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c6533e87f41\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Segment your audience\"},{\"_key\":\"80c7587acc85\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Build groups of customers currently in those locations, using real-time data.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"53d0d317f54c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a8df3a6a69c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Craft location-relevant messages\"},{\"_key\":\"943fc788ac2d\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Tailor offers, alerts, or content to the local context, such as nearby store promotions or weather-specific recommendations.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f1fb6f31eb46\",\"_type\":\"block\",\"children\":[{\"_key\":\"cd4f854e8f01\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Select delivery channels\"},{\"_key\":\"44683b0c6524\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Reach audiences via push notifications, in-app messages, email, or SMS.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1fa8f6c75c31\",\"_type\":\"block\",\"children\":[{\"_key\":\"31dc35d0fb35\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Gather and use consent\"},{\"_key\":\"b44d0fc7c86e\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Customers must opt in to location tracking; explain the value clearly during onboarding or through in-app prompts.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"69f9ab6c61c1\",\"_type\":\"block\",\"children\":[{\"_key\":\"c051e3917484\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Account for data gaps\"},{\"_key\":\"d56dae34e9b4\",\"_type\":\"span\",\"marks\":[],\"text\":\" – If you don’t have a customer’s location, they won’t receive the campaign; the same applies if they haven’t opted in to the chosen channel.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0c30b891ce6d\",\"_type\":\"anchor\",\"anchorId\":\"benefits\"},{\"_key\":\"c05db269f4c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"94c1d374d86b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Benefits of location-based marketing for customer engagement\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"def8501cbdc1\",\"_type\":\"block\",\"children\":[{\"_key\":\"caf27c0082eb\",\"_type\":\"span\",\"marks\":[],\"text\":\"As consumer attention becomes harder to earn and competition grows fiercer, broad, generic campaigns are easy for customers to ignore. The right types of hyperlocal marketing can flip that challenge by letting brands concentrate on the audiences and moments that matter most—turning proximity into an advantage.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"98ec9dfef062\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2a2a978392f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Higher conversion rates through relevance\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3283b0da7d97\",\"_type\":\"block\",\"children\":[{\"_key\":\"4b37b2a439ee\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalization based on location can boost conversions by up to 27%. Campaigns timed and tailored to a customer’s real-world context are far more likely to inspire action.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f17882b51cc5\",\"_type\":\"richImage\",\"alt\":\"a phone screen displays a 60 % rabatt offer\",\"asset\":{\"_ref\":\"image-3ae117dd82bb7033436d65895b060a62d0d26fde-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"cd6ac818a5f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"70baa3061879\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example:\"},{\"_key\":\"846fe2f8e217\",\"_type\":\"span\",\"marks\":[],\"text\":\" 500px used built-in \"},{\"_key\":\"edf18f971467\",\"_type\":\"span\",\"marks\":[\"0e78ce8fd27f\"],\"text\":\"language targeting\"},{\"_key\":\"67f8dc9f848e\",\"_type\":\"span\",\"marks\":[],\"text\":\" in Braze to send promotional emails and in-app messages in German and French, tailoring campaigns to local audiences. This drove a 257% revenue increase in Germany and a 145% increase in France, with Germany becoming one of their top three markets within months.\"}],\"markDefs\":[{\"_key\":\"0e78ce8fd27f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/500px-increases-revenue-by-257-with-improved-language-localization\"}],\"style\":\"normal\"},{\"_key\":\"9d2fd9a21a6e\",\"_type\":\"block\",\"children\":[{\"_key\":\"814f2a311a4a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Boosted engagement and retention\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"72c392954549\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a06153c3c24\",\"_type\":\"span\",\"marks\":[],\"text\":\"Geo-triggered messaging speaks to customers’ immediate context, cutting through the noise and encouraging repeat interactions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"472a9b3e4fb1\",\"_type\":\"block\",\"children\":[{\"_key\":\"d8286f8b0442\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example:\"},{\"_key\":\"be9243cfd698\",\"_type\":\"span\",\"marks\":[],\"text\":\" Burger King’s Whopper Detour campaign \"},{\"_key\":\"0960bdf66497\",\"_type\":\"span\",\"marks\":[\"23f187013841\"],\"text\":\"geofenced\"},{\"_key\":\"acbc3326fd46\",\"_type\":\"span\",\"marks\":[],\"text\":\" 14,000 McDonald’s locations, offering a one-cent Whopper when users opened the Burger King app nearby. The result: 3.2 million app downloads and a 50% lift in monthly active users.\"}],\"markDefs\":[{\"_key\":\"23f187013841\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/burger-king-client-story\"}],\"style\":\"normal\"},{\"_key\":\"d70a2a8027de\",\"_type\":\"block\",\"children\":[{\"_key\":\"b39c889f2d3a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Localized brand experiences that build loyalty\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a31e0f110f90\",\"_type\":\"block\",\"children\":[{\"_key\":\"1825378e1db5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tailoring campaigns to match a customer’s environment shows the brand understands and values their day-to-day reality.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"15d22c0f5683\",\"_type\":\"block\",\"children\":[{\"_key\":\"d731814c091d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example:\"},{\"_key\":\"1ba0f395fa71\",\"_type\":\"span\",\"marks\":[],\"text\":\" Canva used Braze to \"},{\"_key\":\"7460eaa67fe8\",\"_type\":\"span\",\"marks\":[\"f9b20fbfda42\"],\"text\":\"run campaigns in 20 languages\"},{\"_key\":\"8329d8c471f4\",\"_type\":\"span\",\"marks\":[],\"text\":\", personalizing both timing and content. This approach increased open rates by 33% and engagement by 2.5%.\"}],\"markDefs\":[{\"_key\":\"f9b20fbfda42\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/canva-case-study\"}],\"style\":\"normal\"},{\"_key\":\"bd7a16e1fc5f\",\"_type\":\"block\",\"children\":[{\"_key\":\"bc796a63944b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"4. Event-based engagement at scale\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"c6d902a505c7\",\"_type\":\"block\",\"children\":[{\"_key\":\"6ff1a3fb389a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Location data can enhance live experiences and drive participation during key moments.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f9db83f0418e\",\"_type\":\"block\",\"children\":[{\"_key\":\"25552732c21b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example:\"},{\"_key\":\"b78d34ac6007\",\"_type\":\"span\",\"marks\":[],\"text\":\" Zac Brown Band used \"},{\"_key\":\"be6a3091b02a\",\"_type\":\"span\",\"marks\":[\"ec287c1d6a44\"],\"text\":\"Bluetooth beacons\"},{\"_key\":\"86392cc8d7f1\",\"_type\":\"span\",\"marks\":[],\"text\":\" in Wrigley Field to trigger in-app charity donation prompts mid-concert, boosting real-time engagement and contributions.\"}],\"markDefs\":[{\"_key\":\"ec287c1d6a44\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/location-marketing-entertainment-and-media-brands\"}],\"style\":\"normal\"},{\"_key\":\"08b7c38d9a77\",\"_type\":\"anchor\",\"anchorId\":\"real\"},{\"_key\":\"2c1addd3c9eb\",\"_type\":\"block\",\"children\":[{\"_key\":\"2c5e8a001e10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Real-world examples of location-based advertising campaigns\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"741f7255532e\",\"_type\":\"block\",\"children\":[{\"_key\":\"26c8c6b571fe\",\"_type\":\"span\",\"marks\":[],\"text\":\"The real magic of location-based advertising is in how brands use it to surprise, delight, and connect with people in ways that feel effortless. These campaigns show what happens when timing, context, and creativity line up perfectly.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dcb84ff31256\",\"_type\":\"block\",\"children\":[{\"_key\":\"5549cfaee0ff\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Fast food, faster thinking: Burger King’s Whopper Detour\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"49471c30a964\",\"_type\":\"block\",\"children\":[{\"_key\":\"3fbcdf9cc379\",\"_type\":\"span\",\"marks\":[\"66912adc0ebb\"],\"text\":\"Burger King\"},{\"_key\":\"920a2024ab90\",\"_type\":\"span\",\"marks\":[],\"text\":\", a global quick-service restaurant (QSR) brand, set out to strengthen relationships with diners and boost mobile app usage by embracing creative, mobile‑first customer engagement.\"}],\"markDefs\":[{\"_key\":\"66912adc0ebb\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/burger-king-client-story\"}],\"style\":\"normal\"},{\"_key\":\"cfa6da1d0742\",\"_type\":\"block\",\"children\":[{\"_key\":\"6eefccb6e6ce\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The challenge\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"3babb42432ca\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e77ab4507ff\",\"_type\":\"span\",\"marks\":[],\"text\":\"In a crowded QSR market, traditional ads and promotions were table stakes. Burger King needed a breakthrough approach to grow app adoption and engagement at scale.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"47c723b1e5aa\",\"_type\":\"richImage\",\"alt\":\"a screenshot of a burger king mobile app\",\"asset\":{\"_ref\":\"image-7e606d3494a1f7f12a2ad6b767ea1981a5e4f8d6-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"4835422f82c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"226f9594da60\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The strategy\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"eaa030ccadb7\",\"_type\":\"block\",\"children\":[{\"_key\":\"5c07b8c19228\",\"_type\":\"span\",\"marks\":[],\"text\":\"The team launched Whopper Detour, turning 14,000 McDonald’s locations into promotional zones with geofencing. Using Braze with location partner Radar, the brand encouraged users in‑app to enable location and notifications, then delivered timely push notifications, in‑app messages, and email the moment someone was within 600 feet of a McDonald’s to unlock the deal for a one‑cent Whopper. Braze testing capabilities helped optimize opt‑ins and message performance.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ac70350eb538\",\"_type\":\"block\",\"children\":[{\"_key\":\"12a3b6b57c8e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"46aef2d4d98d\",\"_type\":\"block\",\"children\":[{\"_key\":\"5ab98efedf58\",\"_type\":\"span\",\"marks\":[],\"text\":\"3.2 million new app installs\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"60bea0499199\",\"_type\":\"block\",\"children\":[{\"_key\":\"28a623b55caf\",\"_type\":\"span\",\"marks\":[],\"text\":\"53.7% lift in MAUs,\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cd2c857fbbca\",\"_type\":\"block\",\"children\":[{\"_key\":\"3a070fda9cea\",\"_type\":\"span\",\"marks\":[],\"text\":\"143% increase in users sharing location data\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"28de8c07aa66\",\"_type\":\"block\",\"children\":[{\"_key\":\"6b7ab044de50\",\"_type\":\"span\",\"marks\":[],\"text\":\"37:1 campaign ROI\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e0e7a2f4eea3\",\"_type\":\"block\",\"children\":[{\"_key\":\"6bc4e7156713\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"From Sydney to Stuttgart: Canva’s global connection\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"100da1a239d9\",\"_type\":\"block\",\"children\":[{\"_key\":\"07e33d594831\",\"_type\":\"span\",\"marks\":[\"c8bbd7694562\"],\"text\":\"Canva\"},{\"_key\":\"80c07f13acce\",\"_type\":\"span\",\"marks\":[],\"text\":\", the online design platform serving millions across 190 countries, set out to communicate more effectively with a diverse, global audience.\"}],\"markDefs\":[{\"_key\":\"c8bbd7694562\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/canva-case-study\"}],\"style\":\"normal\"},{\"_key\":\"fa50745645c0\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9678dff0249\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The challenge\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"7fd8a0fab0f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"82672d88110c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email and messaging were managed across siloed systems, and most communications went out only in English. The team needed scalable localization without sacrificing deliverability or speed.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"662c5aa2e516\",\"_type\":\"richImage\",\"alt\":\"a computer screen with a message that says social distancing isn 't the end of socializing\",\"asset\":{\"_ref\":\"image-bd4f2e4e4faa8e552636255e9711417a399b4c52-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"d0f328770f87\",\"_type\":\"block\",\"children\":[{\"_key\":\"ea5feff10723\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The strategy\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"0cfd1baf9210\",\"_type\":\"block\",\"children\":[{\"_key\":\"c47bde074bca\",\"_type\":\"span\",\"marks\":[],\"text\":\"Using Braze Connected Content with the Google Sheet API, Canva sent tailored messaging in 20 languages, while running an advanced IP warmup to safely scale weekly sends from 30 million to 50 million. Campaigns featured timely, helpful content and were orchestrated across channels to match local needs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"752c61836f29\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f885d24c33f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"68f75c9ea216\",\"_type\":\"block\",\"children\":[{\"_key\":\"b3d0bcd72aa6\",\"_type\":\"span\",\"marks\":[],\"text\":\"33% uplift in open rates\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9774d9d2a1fc\",\"_type\":\"block\",\"children\":[{\"_key\":\"77e398823caa\",\"_type\":\"span\",\"marks\":[],\"text\":\"2.5% increase in engagement\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6d1565a0c051\",\"_type\":\"block\",\"children\":[{\"_key\":\"66f5f53f4208\",\"_type\":\"span\",\"marks\":[],\"text\":\"99% deliverability while doubling down on email volumes\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"967d6b71a1b3\",\"_type\":\"anchor\",\"anchorId\":\"privacy\"},{\"_key\":\"c6820c6e13e6\",\"_type\":\"block\",\"children\":[{\"_key\":\"dc971070ee9b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Privacy considerations and platform changes in location-based marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e88a932190a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"420f866013ce\",\"_type\":\"span\",\"marks\":[],\"text\":\"You can’t discuss location-based marketing without addressing privacy. Concern around the sensitive nature of some data is often the biggest barrier to broader adoption and trust. For both brands and consumers, how personal information is collected, used and protected is of primary importance. Even well-intentioned marketing efforts can feel uncomfortable to customers if done carelessly.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d58191ef9162\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a5433b3c5b1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Research found that \"},{\"_key\":\"159eff1823ca\",\"_type\":\"span\",\"marks\":[\"aeb22cd1a2ce\"],\"text\":\"55% of people describe it as creepy\"},{\"_key\":\"7ccc990e41cf\",\"_type\":\"span\",\"marks\":[],\"text\":\" when websites know their location immediately upon opening—without user consent. 81% used negative descriptors like “scary,” “annoying,” or “invasive” to describe such tracking.\"}],\"markDefs\":[{\"_key\":\"aeb22cd1a2ce\",\"_type\":\"link\",\"href\":\"https://internetsafetylabs.org/blog/research/what-is-respectful-use-of-location-information-new-me2ba-research-published/\"}],\"style\":\"normal\"},{\"_key\":\"b3f6eebf7a6b\",\"_type\":\"block\",\"children\":[{\"_key\":\"0a93cdab283d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Even well-intentioned campaigns can feel invasive if the value isn’t obvious. If you can’t make a clear, credible case for why sharing location will improve a customer’s experience, it’s better not to use it. And if you do, avoid overusing the data you gain. Triggering a push every time someone walks past your store isn’t just annoying, it’s a fast track to opt-outs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"051049bedc7d\",\"_type\":\"block\",\"children\":[{\"_key\":\"3a8e8d347b74\",\"_type\":\"span\",\"marks\":[],\"text\":\"The tech landscape is also shifting rapidly. Major platforms are rolling out more granular permission settings, tighter background tracking limits, and privacy-preserving APIs that reduce reliance on persistent identifiers. At the same time, regulators are increasing scrutiny on sensitive location data, with enforcement actions targeting companies that collect or share precise information without consent.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"178ea7802668\",\"_type\":\"block\",\"children\":[{\"_key\":\"eedd7ccc40b3\",\"_type\":\"span\",\"marks\":[],\"text\":\"For marketers, this means two things:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2310b3c74c3f\",\"_type\":\"block\",\"children\":[{\"_key\":\"c043ab853874\",\"_type\":\"span\",\"marks\":[],\"text\":\"Build location-based campaigns on a foundation of clear, customer-first privacy practices—ask for permission at moments of obvious value, explain how data will be used, and avoid sensitive-location targeting.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fb0437691e87\",\"_type\":\"block\",\"children\":[{\"_key\":\"e30a54e85089\",\"_type\":\"span\",\"marks\":[],\"text\":\"Stay agile. 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These best practices can help build programs that perform over time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1ab04fcc9b99\",\"_type\":\"block\",\"children\":[{\"_key\":\"dea0a5b38311\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Ask for consent at the right time\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"491aa5637e24\",\"_type\":\"block\",\"children\":[{\"_key\":\"fe148a6489d6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Prompt for location permissions during onboarding or when the value is most obvious. For example, just before offering location-specific offers or local event updates.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b00018e660a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"69afec962e22\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Be transparent and specific\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f86c2314811d\",\"_type\":\"block\",\"children\":[{\"_key\":\"fa401f62c26e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Explain exactly how location data will be used, what customers will gain, and what won’t be done with their data. Make commitments and honor them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"83790cbafcb5\",\"_type\":\"block\",\"children\":[{\"_key\":\"8eec8e34f607\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Match technology to the use case\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"372207aa243a\",\"_type\":\"block\",\"children\":[{\"_key\":\"64f06c1387e2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Geo-targeting\"},{\"_key\":\"c03d7930b795\",\"_type\":\"span\",\"marks\":[],\"text\":\" for broad audience reach in defined regions.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"192774503d4a\",\"_type\":\"block\",\"children\":[{\"_key\":\"031fa7e0c7f7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Geofencing\"},{\"_key\":\"65522738e543\",\"_type\":\"span\",\"marks\":[],\"text\":\" for contextual triggers around physical locations.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d6d01c7d7de3\",\"_type\":\"block\",\"children\":[{\"_key\":\"2fb03ebed829\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Beacons\"},{\"_key\":\"5be2b8af3944\",\"_type\":\"span\",\"marks\":[],\"text\":\" for precise in-store or event experiences. Choose based on the customer journey stage and campaign goal.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6ac97a6fdfa2\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ba8a91c74da\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"4. Combine location with other customer data\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2e3da8582995\",\"_type\":\"block\",\"children\":[{\"_key\":\"ebc895c9a227\",\"_type\":\"span\",\"marks\":[],\"text\":\"Layer in behavioral signals, preferences, and lifecycle stage to create richer, more relevant outreach.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d45d886e6ee6\",\"_type\":\"block\",\"children\":[{\"_key\":\"e192185d3a3d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"5. Monitor KPIs for early warning signs\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6f9876f2fd4a\",\"_type\":\"block\",\"children\":[{\"_key\":\"33ac1d79961b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Track opt-out rates, app uninstalls, and engagement drop-offs to spot issues before they damage trust.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b1c65fddcb29\",\"_type\":\"block\",\"children\":[{\"_key\":\"518dddf305f7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"6. Test before scaling\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"79fd48b184b1\",\"_type\":\"block\",\"children\":[{\"_key\":\"d3f04718565b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Run A/B or multivariate tests on small segments to validate timing, creative, and targeting accuracy before expanding campaigns.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6eef02cfbe5d\",\"_type\":\"block\",\"children\":[{\"_key\":\"d0b703090347\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"7. Avoid “creepy” execution\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"ba59d3908c8c\",\"_type\":\"block\",\"children\":[{\"_key\":\"bd8c79fa0694\",\"_type\":\"span\",\"marks\":[],\"text\":\"Don’t call out hyper-specific movements in messaging unless the value to the customer is obvious and significant. Keep the focus on helpfulness, not surveillance.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"678e9127818e\",\"_type\":\"anchor\",\"anchorId\":\"braze\"},{\"_key\":\"e3d264d54652\",\"_type\":\"block\",\"children\":[{\"_key\":\"cbeccbb6b281\",\"_type\":\"span\",\"marks\":[],\"text\":\"How Braze supports location-based marketing campaigns\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"c3df1ddb9a34\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e1d3235d4b9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze enables marketers to activate real-time, location-based targeting across channels with precision and scale. Using a combination of \"},{\"_key\":\"62b9ec8ab254\",\"_type\":\"span\",\"marks\":[\"57967e438317\"],\"text\":\"geofences\"},{\"_key\":\"caaad81f1c29\",\"_type\":\"span\",\"marks\":[],\"text\":\", beacons, and third-party data enrichment, Braze helps brands deliver hyper-relevant messages exactly when and where they matter.\"}],\"markDefs\":[{\"_key\":\"57967e438317\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/geofence\"}],\"style\":\"normal\"},{\"_key\":\"7cfc2853b051\",\"_type\":\"block\",\"children\":[{\"_key\":\"18117f4a9e78\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Key capabilities within the Braze platform\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"46a50467bf7a\",\"_type\":\"block\",\"children\":[{\"_key\":\"a447103c843e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Real-time location triggers\"},{\"_key\":\"cc7eee70f781\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Send push notifications, in-app messages, emails, or 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trust.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0ab32db29233\",\"_type\":\"anchor\",\"anchorId\":\"check\"},{\"_key\":\"b413a268ebce\",\"_type\":\"block\",\"children\":[{\"_key\":\"1dca00b4da6a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Checklist for location-based marketing success\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"4a99299f2110\",\"_type\":\"block\",\"children\":[{\"_key\":\"edee2a0b98e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Before you launch your next campaign, run through this quick checklist to make sure you’re set up for success:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f704e6cb94ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"ea818682b84b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Define clear objectives\"},{\"_key\":\"352556d41f96\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Know whether you’re driving foot traffic, increasing engagement, or boosting 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