Faced with rising acquisition costs and ROI requirements, WhatsApp and RCS are becoming strategic marketing levers for brands. Between feedback from But, Picard, La Petite Mendigote, Clarins, and Club Med, and analyses by Guillaume Escolier (Wax), Jérémie Renault (Notify), Etienne Juste (Instaply), Marie Rommi (Sinch), Thibault Renouf (Partoo), and Thomas Rudelle (Messaging Me), mind Retail details the performance and costs of these tools, which have become sources of sales conversion and customer loyalty.
With WhatsApp and Google Messages ranking among the top 10 apps with the highest number of monthly active users worldwide (Sensor Tower 2025 ranking), conversational marketing, i.e., all direct and instant exchanges between a brand and its customers (information, advice, commercial offers), is emerging as a key engagement lever. For brands and retailers, messaging apps used daily on a large scale are a strategic point of contact with users. “Conversational marketing is no longer an option: it i
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Article authors
Morgane Monteiro
Journalist
Journaliste économique pour mind Retail depuis 2024, j’analyse la transformation digitale du commerce.