Brand
Brand
One of Indonesia’s largest cosmetics manufacturers operates 16 brands. For Kahf, its men’s personal care brand, it wanted one WhatsApp phone number for both support and personalized marketing. A new account structure on the WhatsApp Business Platform lets it connect two specialized solution providers to the same number, replacing a manual workaround with automation.
Their Story
A cosmetics manufacturer running 14 brands in Indonesia
ParagonCorp Indonesia, officially PT Paragon Technology and Innovation, is one of the largest cosmetics manufacturers in Indonesia. Founded in Jakarta in 1985, it employs more than 15,000 people and operates 14 brands, including Kahf. Running that many brands, it wanted a single official WhatsApp phone number per brand that could handle both support and personalized marketing, rather than fragmenting across a growing list of numbers. It started with Kahf, its men’s personal care brand.
Their Goal
Replacing a spreadsheet handoff with automation
No single solution provider offered everything Paragon and Kahf needed. The main numbers sat with a provider Paragon had invested heavily in for flows, bots and AI-enabled support, but that provider didn’t include the customer data platform capability it needed for sharper segmentation. That capability lived with a second provider already connected to its marketing systems. Bridging the two used to mean running segmentation in one system, exporting the audience, uploading a spreadsheet by hand and sending from the other. It was slow, error-prone, and split the customer across two separate chats.
“By connecting a single WhatsApp phone number to multiple providers, we’ve been able to pair best-in-class omnichannel service with sophisticated marketing automation, without forcing our consumers to navigate two separate official accounts. The impact has been measurable: a seamless experience for our consumers and meaningfully higher revenue for our business.”
Shabrina Adzhani Awanis Latief
CRM Lead, Technology Business Accelerator, ParagonCorp
Their Solution
One number, one conversation, two solution providers
Paragon adopted a new account structure on the WhatsApp Business Platform, which lets a single phone number work across multiple integrations, each with its own billing. Customers had one recognizable phone number and one continuous conversation, without seeing the backend complexity of multiple solution providers. Behind that single conversation, the first provider handled marketing triggered by customer behavior in its CRM, including sends to audiences of more than hundred thousands people and dynamic segmentation. The second handled agent support on the same thread maintaining previous customer conversations, with chatbot flows that provided customer service.
Running two solution providers on a single WhatsApp phone number allowed Paragon and Kahf to bring together marketing segmentation and rich customer support capabilities that weren’t operationally feasible before.
Their Success
Reminders that brought customers back to buy
A replenishment reminder strategy was built that outperformed its standard marketing messages on click-through rate, conversion and value of goods sold. Results attributed to marketing messages on WhatsApp, compared to standard marketing messages:
- 3X higher click-through rate*
- 3X higher conversion rate*
- 5X higher value of goods sold*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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