Customers don’t just use messaging apps, they prefer them. The point of conversational commerce is convenience. It allows people to conduct business on their platform of choice when and where they want.
However, many brands are ignoring the channels that people most often use. Facebook Messenger has 900 million active users and 50 million businesses, and processes 60 billion messages a day. That’s three times the global volume of SMS. Its Chinese counterpart, WeChat, has nearly 700 million users. Add Kik, Line, Twitter Direct Message and you are looking at over 1.4 billion chat users – roughly 1 in 7 people on the planet.
An OpenMarket survey found that people would rather communicate with brands through text message rather than email, phone or social media. “I don’t know anyone who likes calling a business. And no one wants to have to install a new app for every business or service that they interact with,” says Mark Zuckerberg. “We think you should be able to message a business, in the same way you would message a friend.”
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