Conversational messaging is when brands connect with customers on their favourite messaging apps like SMS, rich communication services (RCS) and WhatsApp, in an informal and friendly way. Conversations are two-way and happen in real-time, so customers’ queries are quickly resolved (from the comfort of their mobiles), and are cost-effective for businesses to deliver.
More and more, businesses are recognising the value of conversational messaging, especially because billions of people use messaging apps. You can better interact and engage with your customers to nurture leads and build loyalty, while reducing any friction in their journey.
SMS is one of the most reliable channels, while WhatsApp is a highly-engaging messaging app – and this article explains why both channels have a place in your conversational messaging strategy.
What is conversational messaging?
Conversational messaging is two-way conversation between you and a customer on a messaging app. The one-to-one, private conversations can be used to answer any questions, provide information on your product/service and promote offers. In fact, over half (53%) of online consumers are more likely to shop with a brand they can reach through a messaging app.
The name ‘conversational’ also provides a clue – messages sent to customers are down to earth and friendly, in the same way that you’d chat to a family member or friend. This helps to create a tailored and memorable customer experience, while positioning you as approachable and accessible.
With rich features and multimedia via WhatsApp and RCS, there’s scope to engage and win over customers, while reducing the long wait times typically associated with phone calls.
Email marketing and promotional SMS help you get your message out, but conversational messaging allows you to speak to customers, and nurture relationships with them. At Esendex, you can use a virtual mobile number to receive texts from customers.
Conversational messaging prioritises:
- Engagement: Messages need to be attention-grabbing and make use of the interactive tools/multimedia available within the app
- Responsive: Customers expect fast replies on messaging apps, which can be supported by chatbot integration. They can reply at a time that’s convenient without losing their chat history
- Personal: Mobile apps are highly personal, so messages should be tailored using names and data like purchase history and preferences.
How conversational messaging works
Most people have their phones to hand, so SMS offers a direct line, while messaging apps like WhatsApp and RCS provide interactive features to improve engagement and drive action.
Channels and platforms
SMS
SMS, which stands for short messaging service, has unbeatable reach since over 90% of the global population owns a mobile. It doesn’t need an internet connection to work, which makes it a reliable channel, and it has open rates of up to 98% so messages are typically always seen.
Our Consumer Consumer Report revealed that 94% of customers are likely to respond to an SMS sent by a business and personalisation encourages them to take action.
But messages are limited to 160 characters, so it’s more suited to simple queries and questions. You can also send external links with an image preview when referring customers to another channel.
WhatsApp Business
Whatsapp is similar to SMS, except brands are able to send multimedia (images, videos, documents, GIFs and more), and rich features like buttons, suggested replies and image carousels, to support sales and engagement.
There are expected to be 3.2bn WhatsApp users in 2025 and consumers are more likely to buy from a brand if they have the app. It’s also an essential customer service tool since your teams can handle queries, complaints and questions within the app to cut down call volumes and resolve queries quickly.
The app is commonly used to chat to friends and family, so it feels more personal to customers and gives greater scope for building relationships.
RCS
RCS is an enhanced version of SMS, where you can communicate with customers using its rich features – similar to WhatsApp.
The app is supported on Android devices and was rolled out by Apple for its 1.3bn iPhone users in October 2024. It has broad reach and while it relies on an internet connection, any messages that aren’t delivered are automatically converted and sent as an SMS instead.
Chatbots
Messages can be automated on RCS, SMS or WhatsApp through chatbot integration.
Chatbots support conversational messaging because they offer almost instant responses, personalised messaging and rich features.
The messages are tailored in line with your brand voice to maintain consistency across channels. WhatsApp also reports a three times faster response to queries with automation and call centre costs cut by over a third.
Find out more about WhatsApp chatbots.
The role of business messaging platforms
A business messaging platform like Esendex helps brands better manage their customers’ conversations across multiple channels like SMS, WhatsApp and RCS.
All of your channels and apps (including chatbots) sit within the conversational messaging platform, so it’s easy to view and move seamlessly between each. It’s more efficient than separate systems where messages can get missed and customer data isn’t centralised.
Delivery failures can also be identified quickly and conversations can be restarted at a time that suits customers. From an operational perspective, thousands of contacts can also be imported and managed with ease.
With Esendex, you also get access to a library of message templates to save your team time and get started with messaging straight away. Chatbots can also be activated for each channel and integrations with customer relationship management (CRM) software can support more personalised conversations.
You’ll also have access to reporting and analytics with metrics like open rates, responses and read receipts, and the channels are scalable in line with your business needs. You also get free customer support, that’s rated excellent.
Benefits of conversational messaging for businesses
Conversational messaging not only improves your customers’ experience, it can boost your marketing campaigns, sales and loyalty.
- Customer service: Customers’ queries are solved on a channel they’re familiar with
- Reduced wait times: Customers aren’t left in long call queues, which increases satisfaction
- Higher engagement rates: With multimedia, buttons and suggested replies, it helps boost engagement
- Increased revenue: Send promotional texts, cart reminders and run your loyalty programmes to boost sales and awareness
- Nurture leads: Build stronger relationships with customers through one-to-one support
- Loyalty: Use personalisation to connect with customers and improve retention
- Reduce pressure: Automated messaging reduces workloads for contact centre teams
Use cases of conversational messaging
From feedback to customer support, increase the value of your communications with conversational messaging:
Customer service
- Handle queries, questions and complaints
- FAQs
- Provide information on products/services
- Payment reminders and collection
- Feedback on services and products
Hi [NAME], your latest bill is ready for you to view. If you have any questions, don’t hesitate to reach out.
Internal communication
- Overtime requests
- Timetable changes
- Team management
- Alerts e.g. closures
- News
- Onboarding
Hello [NAME], welcome to [COMPANY], we’re excited to have you on board. Your first day will be at our [LOCATION] office. Please arrive at [TIME] on [DATE]. Reply to this message if you have any questions! 😊
Sales and marketing
- Loyalty programmes
- Event invitations
- Personalised promotions
- Abandoned cart reminders
- Sales alerts
- Cross-selling
Hey [NAME], we thought that you might be interested in the [PRODUCT] – it would go perfectly with [PRODUCT THEY’VE ALREADY BOUGHT]. Let us know if you need any help. [Browse now] [Reach out for help]
Appointments
- Reminders and confirmations
- Rescheduling
- Appointment related information
- Attach brochures/treatment guides
Hi [NAME]. Your [TYPE OF APPOINTMENT] on [DATE] at [TIME] has been confirmed. Manage the details of your booking via the button below and reply to this message if you have any questions.
Order tracking
- Order confirmations and invoices
- Real-time delivery updates
- Status of returns or exchanges
Hi [NAME], your order has been delivered! 🙌 We hope you love it. Let us know what you think and we’ll give you 10% off your next order.
Best practice for implementing conversational messaging
Keep conversations genuine and engaging, and ensure your messages are relevant and helpful. If you have a lot of inbound messages, consider automation, which can help you to respond to customers quickly and reduce wait times.
Choose the right platform
First take your customers’ communication preferences into account and then identify the best channel for your needs. SMS, RCS and WhatsApp can be used for conversational messaging and messages can be automated.
| Feature | SMS | RCS | WhatsApp Business |
| Internet connection | None needed | Required (can be converted to SMS) | Required |
| Built-in app | Yes | Yes | Downloaded |
| End-to-end encrypted | No | No | Yes |
| Read receipts | No | Yes | Yes |
| Multimedia | No | Pictures, videos, documents, location, voicenotes, buttons and suggested replies. | Pictures, videos, documents, location, buttons and suggested replies. |
| Character limit | 160 characters | None | 4,096 characters |
| Use | Simple queries and questions, notifications and appointments. | Promotions, complex queries and information. | Promotions, campaigns and more complex queries. |
Personalisation & automation
Tailor messages to make an impact and improve relevancy. Chatbots can support personalisation by drawing from your customer databases/CRM and it offers a self-serve option to customers.
Comply with regulations
Ensure your messages are compliant with local regulations and your provider has a secure platform.
GDPR requires explicit consent from customers to receive communications. Texts should also include an opt-out to make it easy for them to manage their conversations and withdraw consent.
It’s also important to use verified sender ID to increase trust and mitigate against issues like fraud, and create branded business profiles on WhatsApp and RCS.
Maintaining a human touch
Keep the tone of your messages friendly and approachable, even when deploying chatbots. This helps to create a more authentic customer experience. Always maintain your brand voice across channels, so customers receive a consistent service.
There will always be times when people want to speak to a human agent, even if they’re happy to self-serve most of the time. It could be because their case is complex or emotive, and they need reassurance and guidance. Never create barriers to phone support – instead, provide friendly prompts to direct people to the most appropriate channel.
Getting started with conversational messaging
Conversational messaging is essential to brands looking to grow loyalty and improve customer experiences. You can adopt SMS and WhatsApp through the Esendex platform to support your omnichannel strategy, and reach your audience on apps they are familiar with and prefer to use.
Learn more about our business messaging solutions.
Mary Henry
Mary has extensive experience in communication, PR and journalism - most recently across SaaS businesses. A keen researcher and storyteller, Mary is highly skilled in making complex concepts accessible, and in putting customers at the heart of her communication. She has supported all kinds of businesses to tell their brand, product and people stories - from global multinationals to start-ups across retail, travel/leisure, banking/finance, government and educational institutions.
