Brand
LATAM Airlines, the largest airline group in Latin America and South America, sent utility messages on WhatsApp to deliver timely flight notifications, and marketing messages to promote upgrade opportunities to travelers, resulting in higher customer engagement, reduced customer support calls and increased ticketed revenue per order from select promotions.*
32%
higher open rate for utility messages on WhatsApp compared to email*
90%
Increase in message delivery rate for utility messages on WhatsApp compared to usual approach*
53%
revenue increase attributed to seat upgrade offers sent via marketing messages on WhatsApp compared to usual approach*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
Modern communication for modern travel
LATAM Airlines connects passengers from Latin America and South America with destinations around the globe. In addition to modern comfort and convenience, LATAM Airlines has embraced modern communication to keep its customers informed of timely travel updates and upgrade opportunities before their flights.
Their Goal
Timely customer updates
The company previously used email as its primary communication channel with customers, but decided to embrace messages on WhatsApp to send updates and offers in a more timely, personalized way.
“Messages on WhatsApp have proven to be far more effective for us than using email alone. When we send utility messages for important travel updates, we see increased engagement, which helps lead to a decrease in calls to our support center. And the marketing messages we send for post-purchase upgrades have helped us drive more incremental revenue.”
Flavia Soza
Business Expert, LATAM Airlines
Their Solution
Enhancing the travel experience with WhatsApp
Travel updates: LATAM Airlines started sending utility messages on WhatsApp in place of email to deliver travel updates and relevant flight information to customers. This helped ensure a smoother, reduced-stress travel experience, and enabled LATAM Airlines to support customers by providing them with every detail needed for the day of the flight: departure time, seat number, luggage reservations and more.
Seat upgrades: A few hours before the flight, the team sent marketing messages on WhatsApp to promote seat upgrades with a direct link to an auction site where passengers could bid on seats in a higher cabin class. According to LATAM Airlines, this enabled the company to drive incremental revenue that helped outweigh marketing costs.
Their Success
LATAM Airlines tested these new uses of utility and marketing messages on WhatsApp across several months (December 5, 2025-February 3, 2026) and reported increases in open and delivery rates, decreased support contact from customers, and increases in ticketed revenue from select promotions:
- 32% higher open rate for utility messages on WhatsApp compared to email*
- 90% increase in message delivery rate for utility messages on WhatsApp compared to usual approach*
- 53% revenue increase attributed to seat upgrade offers sent via marketing messages on WhatsApp compared to usual approach*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Get started with a partner
WhatsApp Business Platform partners can help you plan, build and integrate WhatsApp as a channel to connect with your customers.