Brand
Telecommunications provider Movistar Colombia used WhatsApp Business Platform to make it easier for customers to upgrade their mobile plans.
16-point
Increase in digital sales share of prepaid-to-postpaid plan conversions after implementing automated WhatsApp messaging journeys*
25-point
Increase in customer loyalty scores after implementing automated WhatsApp messaging journeys*
80%
Of digital sales share of prepaid-to-postpaid plan conversions attributed to WhatsApp*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
Millions of monthly subscribers
In addition to fixed-line phone, internet and TV services, Movistar has millions of prepaid and postpaid (or monthly-billed) mobile subscribers in Colombia.
Their Goal
Converting more customers to postpaid plans
Movistar Colombia’s usual approach to plan upgrades involved outreach through traditional channels, such as in-store sales and telemarketing. The company wanted to convert more of its prepaid customers to postpaid plans, but needed a way to make the experience faster and more seamless to boost the likelihood that they would upgrade.
“The easiness of the redesigned, automated journey means consumers can use the experience without drop-off. The market segmentation, time-to-market deployments and continuous data feedback are some of the main components that make the WhatsApp approach to conversational commerce so successful for our business.”
Daniel Ortega
eCare Manager, Movistar Colombia
Their Solution
Conversational commerce
The team decided to add a conversational commerce experience for its prepaid customers on WhatsApp Business Platform by launching and promoting an automated messaging journey that could assist prepaid subscribers through the upgrade process in a few simple steps.
The company targeted segmented, prepaid subscriber groups with messages on WhatsApp promoting the benefits of upgrading to postpaid mobile plans, as well as an always-on campaign of ads that click to WhatsApp. These served as a direct entry point to the experience. Movistar delivered messages on WhatsApp at optimal times of day depending on the customer’s mobile usage patterns, to maximize the opportunity. Customers also had the option to enter the upgrade experience via Movistar’s WhatsApp channel at any time.
Once the customer decided on the plan upgrade that was right for them, the automated messaging journey prompted them for personal information required to complete the upgrade. When the process was finalized, the customer received a confirmation message in the conversation and the change was activated within minutes.
Their Success
An increase in upgrades
Movistar Colombia observed the performance of this new approach over 12 months (December 1, 2023–December 1, 2024) and reported an increase in plan upgrades attributed to WhatsApp messaging journeys, including:
- 16-point increase in digital sales share of prepaid-to-postpaid plan conversions after implementing automated WhatsApp messaging journeys*
- 25-point increase in customer loyalty scores after implementing automated WhatsApp messaging journeys*
- 80% of digital sales share of prepaid-to-postpaid plan conversions attributed to WhatsApp*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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