iMasters Case – Growing use of chatbots on WhatsApp

WhatsApp is the most popular messaging app among Brazilian users. This popularity also brings opportunities for the use of chatbots in customer service at companies. That is what the startup Ubots, which specializes in digital relationship solutions, points out. The company, which grew more than 150% during the pandemic, saw demand for chatbots within WhatsApp increase, posting 19% growth between August and September this year.

For Ubots CEO Rafael Souza, this growth in demand is due to the agility of communication through the messaging app; with it, companies can respond instantly to all customers, any day and at any time, while also reducing operational costs in the area.

WhatsApp is the most used channel in Brazil, with 99% of the population having the app installed, and it is currently the channel that most uses automated service through chatbots, according to research by Panorama Mobile Time/Opinion Box.

As a practical example of the feature in the market, Souza highlights the case of Sicoob Credicitrus, which, since its implementation in January 2020, has already sent more than 120,000 messages via WhatsApp. “In this project, the bot handles the initial service for cooperative members and, using their CPF (Brazil's individual taxpayer ID number), can direct the customer to their specific account manager. With this new channel and direct access to their account managers, the relationship becomes closer and the service becomes more humanized. The ability for managers to send audio messages also further strengthens this closeness,” he says.

Understanding the path to service

The messaging app has an entry point, such as a QR code, link or phone number, so that customers can reach the channel. When a conversation starts, the bot receives, via WhatsApp, some basic information about the user it is talking to. In general, this information is limited to name, phone number and profile picture.

The app allows chatbots to communicate via text and through some choice buttons – over time, the trend is for more functions to become available in this pre-defined component. In addition, bots can also receive audio messages and interpret them to interact with customers. “The app has policies restricting when chatbots can push messages or interact with users who have not previously talked to the bot,” explains Rafael Souza.

Another important point, according to Souza, is understanding that companies must do everything possible to meet customer expectations regarding how the bot works. “It's important to meet customers' expectations as early as possible in their journey of contact with the company, ideally without transferring the service. However, the bot will not always be able to solve every demand brought by the consumer, and in that case, it needs to be directed to the specific team that can help resolve the problem,” he explains.

Another observation is having this service process structured. “For the customer, it's frustrating to come across a bot that cannot help them and does not even offer the option of being transferred to a human agent, or when that happens, having to repeat all the data and information of the request again,” Souza points out.

For most service processes, it is necessary to provide personal data, so it is extremely important for the consumer to be aware that they are talking to a bot and that their data is safe in the system. “This ensures the customer's trust in the chatbot and, also, in the company. The customer needs to feel safe talking to a chatbot,” says Souza.

How chatbots work on WhatsApp and Telegram

WhatsApp has more restrictions on the use of the technology within the app. It is necessary to submit a request and wait for the company's approval. In addition, the bot can only be used in private conversations with users.

Telegram, on the other hand, has an open API for developing chatbots, which can respond to messages, mentions, be added to groups and also be integrated with other programs. Another difference is that Telegram bots do not need a phone number, unlike WhatsApp, and also have some extra features, such as integration with third-party services, creating polls to share in groups and private chats, building games, social network services, etc.

Lastly, while WhatsApp has a per-message billing system when notifications are sent more than 24 hours after the customer's last message, Telegram is free. According to Telegram itself, the platform's goal is not to make a profit.

“In 2021, we expect to expand our range of messaging communication channels, including Telegram in our portfolio,” comments Souza.

LGPD applied to chatbots

Brazil's General Data Protection Law (LGPD, Brazil's data protection law) also applies to chatbots, and to comply with it, Rafael Souza explains that one of the ways to request the user's consent to access personal information is during the service.

“While the dialogue is happening, the bot can request this authorization. When performing an operation, the chatbot sends a message about the storage and processing of such data. It's important to stress that revoking this permission must be as easy as granting it,” he concludes.