Brand
Sem Parar, Brazil’s largest mobility ecosystem and a leading provider of automatic payment solutions, adopted Meta Business Agent Platform to enable seamless toll and tag payments entirely through WhatsApp.
70%
payment completion rate for drivers who initiated PIX payment in conversation*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
“Meta Business Agent Platform enables a seamless, intuitive journey entirely within WhatsApp, combining convenience, trust and scale. This is true agentic commerce and the future of customer engagement, service and mobility payments. Just as Sem Parar disrupted toll payments before, we are now focused on building the best solutions for Brazil’s new Free Flow era.”
Gabriel Porto
CMPO, Sem Parar
Their Goal
Simplifying tag payments and attracting new customers
As Brazil’s largest mobility ecosystem and a leading provider of automatic payment solutions, Sem Parar saw a major opportunity: more than 50 million vehicles in the country still had no electronic payment tag. Drivers without tags faced a confusing experience, as they had to navigate multiple operators and unreliable websites without a single trusted place to pay. With electronic tolling expanding rapidly in the country, Sem Parar’s trusted brand—combined with the reach of WhatsApp—made it the ideal channel for simplifying payments and bringing new customers on board.
Their Solution
Managing toll payments without leaving WhatsApp
Sem Parar adopted Meta Business Agent Platform to create a virtual tollbooth on WhatsApp. The agent handled all stages of the transaction from start to finish. After a driver entered their license plate in the conversation, they saw a list of outstanding toll debts, with details such as location, date and amount owed, then paid via PIX (a popular payment method in Brazil) or credit card, all without leaving WhatsApp.
Once a toll was paid, the Business Agent offered a natural next step: the option to purchase a tag so the driver wouldn’t have to face the same problem in the future. The agent showed available tag plans with clear pricing, and processed payment through a secure link. Drivers could go from owing a toll to ordering a tag in a single conversation, without having to download a new app or visit a website.
The Business Agent handled the entire journey end-to-end, answering common questions about delivery, membership and billing with no human handoff required. Drivers could access the experience via ads that click to WhatsApp, Sem Parar’s website or the PIX code displayed at physical toll booths.
Their Success
Driving high completion rates
Across a one-month period, Sem Parar reported strong completion and conversion rates attributed to Meta Business Agent Platform:
- 70% payment completion rate for drivers who initiated PIX payment in conversation*
- 13% query-to-paid conversion rate across all sessions*
- 32% of sessions included a cross-sell offer, turning toll resolution into tag subscription opportunities*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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