Brand
The Vietnamese health and fitness brand launched WhatsApp as a new sales channel to help grow its customer base in Vietnam and expand into Indonesia. Working with Pancake, a Meta Business Messaging Partner, the team leveraged API solutions for people who use WhatsApp Business app and ads that click to WhatsApp to drive customer conversations on WhatsApp and shorten the path from discovery to purchase across both markets.
“The deployment of WhatsApp has helped Toshiko bridge the gap between Vietnam and Indonesia in marketing activities. We not only reach customers faster but also shorten the entire conversion journey—from awareness to closing orders—with a seamless and personalized experience.”
Ly Quoc Vuong
Head of Performance Marketing, Toshiko
Their Story
A health and fitness brand expanding into new markets
Toshiko is a Vietnamese health and fitness brand specializing in massage chairs, exercise bikes, treadmills and sports equipment. Previously, its sales teams relied solely on Messenger and another popular messaging technology to drive customer conversations in Vietnam. When Toshiko expanded to Indonesia, where its customer conversations were managed through fragmented channels with no unified infrastructure, it decided to adopt WhatsApp in both countries.
Their Goal
Launching WhatsApp as a two-way sales channel across Vietnam and Indonesia
The company partnered with Pancake, a Meta Business Messaging Partner, to launch WhatsApp as a brand-new sales channel. Pancake deployed dozens of WhatsApp Business accounts spanning Vietnam and Indonesia in early 2026. The team unified communications with API solutions for people who use WhatsApp Business app, which enabled sales agents to manage conversations directly on the app while the API managed automated messaging and agent handoff behind the scenes.
Their Solution
Driving conversations with ads that click to WhatsApp
The team’s strategy centered on ads that click to WhatsApp. Customers in Indonesia and Vietnam who saw product ads on Facebook for massage chairs or exercise equipment could click to join a conversation on WhatsApp with the relevant regional account. Initial communications were managed by an automated conversational assistant that answered common questions and shared product catalog information. Sales team members could join the conversation to provide personalized recommendations, pricing and availability. Conversions were tracked through Pancake’s CRM integration, and post-sale follow-up—including delivery updates and after-sales support—was handled through automated messages.
Their Results
Toshiko’s WhatsApp implementation scaled rapidly. Within 12 weeks, weekly message volume grew by 93%. Across a one-month period, the business’ 59 active WhatsApp Business accounts processed more than 210,000 messages per month, with a 97% delivery rate. Nearly half of all conversations involved two-way exchanges, demonstrating that ads that click to WhatsApp drove meaningful engagement and sales conversations.*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
“With API solutions for people who use WhatsApp Business app, we helped Toshiko go from zero presence on WhatsApp to 59 active accounts processing hundreds of thousands of messages per month—all without asking a single sales agent to change how they work. The API handles scale and automation while the team gets to focus on what they do best.”
Tin Ngo
Head of Business for WhatsApp, Pancake
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.