Brand
Nordic skincare brand Vessi adopted WhatsApp Flows and marketing, utility and service messages on WhatsApp to manage the full customer journey. In doing so, it grew repeat purchases, improved delivery success rates and lowered its cost per conversation.
37%
decrease in cost per conversation on WhatsApp compared to usual approach, attributed to service messages on WhatsApp and WhatsApp Flows
41%
increase in messages per lead compared to usual approach, attributed to service messages on WhatsApp and WhatsApp Flows*
5%
increase in conversion rate compared to usual approach, attributed to utility messages on WhatsApp and WhatsApp Flows*
*Results are unique and are provided by the featured business. Success story results will vary, as they depend on a variety of factors.
Their Story
High-quality skincare products
Launched in 2023, Vessi is a Nordic skincare brand that develops high-quality products using natural ingredients. Based in Trondheim, Norway, it collaborates with established laboratories to create serums, face creams, eye treatments and supplements. Since its launch, the company has grown rapidly, expanding to nine European markets and building a loyal customer base.
Their Goal
Driving repeat purchases
Vessi operates in several European countries where cash on delivery (COD) is a preferred payment method. Its usual customer communication channels such as email and SMS created challenges around order confirmations, failed product deliveries and limited post-purchase follow-up opportunities due to low engagement and unreliable message delivery. It needed a more direct, high-engagement channel that could support customer service and drive repeat purchases.
“WhatsApp has quickly become one of our most important tools. By moving to Meta’s Business Messaging solutions, we were able to scale customer communication in a compliant and reliable way, while significantly increasing repeat purchases, average order value and overall profitability.”
Erlend Stenhaug
CEO, Vessi
Their Solution
Building a full-funnel communication channel
To scale a more reliable communication strategy, Vessi implemented utility, marketing and service messages on WhatsApp, as well as WhatsApp Flows:
Utility messages were sent for automated order confirmations, delivery reminders and follow-up messages to customers. This enabled Vessi to verify customer intent before delivery, reduce failed deliveries and replace time-consuming manual phone calls, with improved delivery success rates compared to SMS and email.
Marketing messages were sent for post-purchase re-engagement. After thirty days, Vessi re-engaged customers by sending personalized messages featuring product guidance, cross-sell recommendations and special offers. This helped drive repeat purchases and increased average order value, particularly in countries where engagement was low.
“What has been especially beneficial is how WhatsApp enables direct, personal follow-ups at scale. Reaching out to customers after purchase, we’re seeing record levels of repeat revenue driven by simple, well-timed conversations and offers. It’s a highly effective and scalable way to increase lifetime value while keeping the experience personal.”
Mia Malene Haugen
Head of Paid Media, Vessi
Service messages were used for ongoing customer support. Vessi established WhatsApp as a support channel where customers could reach out at any time to ask questions, get personalized skincare advice and engage with offers. Service messages replaced manual phone calls and standard, volume-limited WhatsApp phone numbers, which helped stabilize customer support.
WhatsApp Flows was used to design an AI-enabled conversational experience on WhatsApp that helped drive lead generation and conversions. After clicking ads that click to WhatsApp, people entered an automated conversation that provided instant responses and personalized product recommendations before passing them to the customer service team if needed.
“Europe requires a different approach. While many brands look to the US for growth, we chose to focus on smaller European markets where communication habits differ—email engagement is lower and channels like WhatsApp play a much more central role. Adapting our strategy to that reality has been key to our success.”
Erlend Stenhaug
CEO, Vessi
Their Success
Decreased costs, increased sales
Vessi measured performance throughout the January 15-March 27, 2026 campaign and reported:
- 37% decrease in cost per conversation on WhatsApp compared to usual approach, attributed to service messages on WhatsApp and WhatsApp Flows*
- 41% increase in messages per lead compared to usual approach, attributed to service messages on WhatsApp and WhatsApp Flows*
- 4% increase in conversion rate compared to usual approach, attributed to utility messages on WhatsApp and WhatsApp Flows*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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.