Customer Communications

How to Pick the Right Messaging App for Customer Service

By Chris Wallbank 26 June 2024

Messaging apps have become integral to customer service strategies. With over 3 billion mobile messaging app users worldwide, it’s no wonder that organisations are leveraging these platforms to enhance customer experience, streamline communication and build stronger, trustworthy relationships.

But with so many apps to choose from, it can take time to figure out where to start. In this blog, I help you navigate the messaging app landscape and pick the right platform to take your customer service to the next level.

Why you need messaging apps in your channel strategy

Messaging apps offer numerous advantages for businesses and customers. From a business perspective, these platforms enable real-time communication, reduce operational costs and provide opportunities for personalisation. For customers, they offer convenience, speed and an easy way to keep a record of interactions.

From a business perspective
  • Real-time communication – With messaging apps, you can respond to customer enquiries instantly, improving response times and customer satisfaction
  • Cost-effective – They reduce the need for expensive call centres and can handle multiple conversations simultaneously (read more on this here)
  • Personalisation – You can easily personalise interactions, making customers feel valued and understood (read more on this here)
From a customer perspective
  • Convenience – Customers can reach out to you from their preferred messaging platform without the need to switch to another medium
  • Speed – Instant messaging reduces wait times significantly compared to traditional methods like email or phone calls
  • Paper-trail – Customers can refer back to previous conversations, ensuring continuity and context in ongoing interactions

Navigating the app landscape

Various message apps are available to you, and each has slightly different features and benefits. That said, customers favour a few core apps, so let’s delve a little more into them:

  • WhatsApp
  • Facebook Messenger
  • Telegram
  • X (formerly Twitter)

WhatsApp Business App and WhatsApp Business API

WhatsApp has introduced two solutions tailored to businesses – the WhatsApp Business App for small businesses and the WhatsApp Business API for enterprises. Each offers a suite of features designed to improve customer service.

WhatsApp Business App
  • User-friendly – Designed for small businesses, it offers an easy set-up process and a familiar interface
  • Business profile – Companies can create detailed profiles with business descriptions, addresses and contact information
  • Automated messages – Features like away messages, greeting messages and quick replies help you manage customer expectations and provide timely responses
  • Labels – Conversations can be categorised using labels, making it easier to organise and manage customer interactions
WhatsApp Business API
  • Scalability – Tailored for medium to large enterprises, the API supports a higher volume of messages and integrations with CRM systems
  • Rich media – You can send multimedia messages (including images, videos and documents), enhancing the customer experience
  • Interactive messages – Features like quick-reply buttons and list messages streamline interactions, allowing customers to navigate options easily
  • Analytics – Get insights into messaging performance, helping optimise your communication strategy

Facebook Messenger

Facebook Messenger is a powerful customer service tool, offering extensive features that enhance communication and customer engagement.

  • Broad reach – With billions of active users, you can connect with a vast audience
  • ChatbotsAutomated bots can handle common inquiries, bookings and transactions, providing instant responses and freeing up human agents for complex issues
  • Rich media support – You can share images, videos and carousel ads, making interactions more engaging
  • Integration with Facebook Pages – Customers can contact you directly from your business Facebook page, ensuring seamless communication


Telegram is known for its focus on security and innovation. It combines robust privacy measures with various tools that enhance customer interactions.

  • End-to-end encryption – Ensures all communications are secure and private, building trust with customers
  • Bots and Automation – Telegram bots can handle customer queries, send updates and perform tasks automatically, enhancing efficiency
  • Channels – You can broadcast messages to large audiences, making it ideal for updates, promotions and announcements
  • File sharing – It supports sharing of various file types up to 2GB, which is useful for sending documents, videos and other large files

X (formerly known as Twitter)

X remains a powerful tool for customer service due to its public nature and real-time communication capabilities. Its features allow you to engage with customers openly and transparently, while also providing private communication options.

  • Direct messages (DMs) – Allows private conversations between businesses and customers, suitable for resolving specific issues
  • Public interaction – Customers often tweet their queries or complaints publicly, giving you an opportunity to address them promptly and transparently
  • Brand monitoring – You can track mentions and hashtags to monitor customer sentiment and respond proactively
  • Customer feedback – You can conduct polls and surveys to gather customer opinions and improve services

Ready to cut through the noise and keep pace with customer expectations?

Navigating the messaging app landscape effectively can significantly enhance the customer experience you offer. By leveraging platforms like WhatsApp, Facebook Messenger, Telegram and X, you can provide timely, personalised and efficient customer service – ultimately increasing satisfaction, loyalty and growth.

Learn more in this whitepaper on channel orchestration – get your copy now.

See other posts by Chris Wallbank

Product Manager

As a Product Manager, Chris is responsible for the business management of Engage Hub’s product and its commercial success. With over 5 years of experience working within the customer engagement space, Chris is perfectly placed to help evolve a vision for the product that not only meet customer needs but also drive innovation to fulfill their future demands. Working alongside the Product team, Chris helps to translate business strategy into a product vision, whilst working closely with the Marketing Team to plan and carry out product launches to deliver innovative services for our customers.

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