Brand
The Singaporean digital network operator transformed its approach to mobile phone preorders by combining marketing messages on WhatsApp and WhatsApp Flows to create a seamless conversational journey, increasing sales by 55% and reducing customer time spent by more than 60% compared to the usual approach.*
Their Story
Keeping Singapore connected
M1 provides communications services for millions of customers in Singapore. When it came time to launch orders for a highly sought-after new mobile phone, the company decided to come up with an alternative to the traditional preorder experience.
Their Goal
A better ordering experience
Customers had expressed frustration with the long waits, cumbersome forms and repeated calls to customer service that had marked past product launches. M1 opted for a more elegant and hassle-free alternative that would make it faster and easier for customers to reserve their phones.
“The old approach to preorders wasn’t working for our customers—or us. People got tired of waiting in line, and the influx of calls to our customer service team was overwhelming. By partnering with ADA and WhatsApp, we were able to reimagine the preorder experience by bringing it to life entirely on mobile. Customers got to place their orders in less time, and we saw a massive increase in sales due to the convenience factor.”
Desmond Ng,
General Manager, Marketing Technologies, M1
Their Solution
Building a seamless preorder experience on WhatsApp
The company partnered with ADA, a Meta Business Messaging Partner, to use WhatsApp as the preorder destination for the launch, leveraging marketing messages on WhatsApp to initiate the customer journey and WhatsApp Flows to build a structured, conversational experience. Customers who’d previously opted to get promotional messages from M1 on WhatsApp received a marketing message notifying them about the launch. After clicking, they were guided through the simple, step-by-step process entirely within the conversation. The experience designed with WhatsApp Flows enabled them to browse the product catalog, select their preferred model and add it to their cart, then choose a pickup location, date and time to get their phone.
After entering additional information, customers were sent a confirmation message with a summary of their reservation. M1 used the information to segment the audience between individual and corporate customers, which helped the sales team personalize future communications.
Their Success
An improved customer experience
M1 measured performance across the two-week campaign (February 23-March 8, 2025) and reported:
- 55% increase in sales compared to usual approach*
- 60%+ reduction in average customer time spent compared to usual approach (from 5 minutes to less than 2 minutes)*
- 3,000+ active sales conversations without dropoffs*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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