Brand
LATAM Airlines used marketing messages on WhatsApp to address declining engagement on its traditional channels. By sending personalized travel offers to re-engage high-value customers, the airline achieved a 12X increase in reservations and a 7X higher click-through rate compared to email.*
30X
higher website session conversion rate compared to email*
7X
higher click-through rate than email*
3X
higher open rate than email*
12X
increase in reservations compared to email*
5X
higher return on investment than email*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
Latin America’s largest airline
As the largest airline group in Latin America, LATAM Airlines connects passengers to destinations across the region and around the world.
Their Goal
Re-engaging travelers
The company relies on direct communication to engage on-the-go travelers, but its primary channels—email and app push notifications—were experiencing saturation and declining engagement. LATAM Airlines wanted to drive more traffic and conversions by re-engaging its high-value customers with reservations, as well as those who were no longer responding to email or push notification campaigns.
“WhatsApp is becoming a key growth channel for LATAM Airlines Group, enabling us to scale personalized, efficient and highly relevant communication across the region. Its integration is becoming essential to strengthening our omnichannel strategy and delivering a more direct, performance-driven customer experience aligned with the expectations of today’s travelers.”
Gustavo Salcedo
Growth Marketing & Media Global Manager, LATAM Airlines Group
Their Solution
Reaching travelers with personalized offers on WhatsApp
The company launched a series of campaigns using Marketing Messages API to deliver promotional offers on WhatsApp. This enabled the team to leverage its rich CRM data to develop and deliver highly relevant, personalized offers right to people’s phones, instead of the broad, one-size-fits-all promotions that would typically be sent through email or push notifications. These campaigns included targeted promotions, price updates and upgrade offers based on a variety of data points, such as the customer’s destination, number of days remaining until the trip, frequent flyer miles balance and previous interactions with the brand.
Messages were sent to high-value customers and previous customers who’d become unresponsive on other channels, across a four-month period (June-September 2025).
Their Success
Higher traffic and engagement
LATAM Airlines reported that these marketing message campaigns improved engagement and drove a substantial increase in traffic and conversions:
- 30X higher website session conversion rate compared to email*
- 7X higher click-through rate than email*
- 3X higher open rate than email*
- 12X increase in reservations compared to email*
- 5X higher return on investment than email*37% decrease in cost per conversation on WhatsApp compared to usual approach, attributed to service messages on WhatsApp and WhatsApp Flows*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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