Customers today expect brands to meet them where they are — and, in many parts of the world, that means WhatsApp. More than 2 billion people, across more than 180 countries, use WhatsApp to stay connected, including with the businesses they care about. In fact, 72% of online adults globally agree that messaging is their preferred way of communicating with a business.1
In mobile-first markets like Brazil, India and Southeast Asia, WhatsApp is the preferred channel for both marketing and transactional updates. Meanwhile, in North America and Europe, it continues to gain traction as a high-trust platform for service notifications and real-time interactions.
With the new native integration between Adobe Journey Optimizer and the WhatsApp Business Platform from Meta, brands can now deliver personalised, real-time messages — on one of the world’s most-used messaging channels.
Whether you're launching a time-sensitive offer or sending a follow-up notification, this new integration enables brands to deliver rich, relevant touchpoints — seamlessly woven into orchestrated journeys and campaigns within Journey Optimizer.
Turn WhatsApp conversations into real-time connections.
Activating the WhatsApp channel within Journey Optimizer empowers brands to bring conversation-based messaging into the flow of intelligent, automated customer journeys. With unified profiles, real-time decisioning and predictive orchestration already in place, you can now integrate WhatsApp in the same streamlined workflows used for other customer engagement touchpoints.
All of it is managed within a single, omnichannel platform — enabling faster execution, smarter personalisation and a more consistent experience across every phase of the customer lifecycle.
With this new channel, you can:
- Build loyalty through real-time, personalised customer engagement — grounded in unified customer profiles and contextual, on-brand messaging.
- Expand global reach with a trusted, secure solution that manages and scales marketing and transactional communications, especially in key regions.
- Boost campaign performance with AI-powered capabilities and intelligent decisioning for optimised campaign execution.
- Watch the demo below to see how it works in practice.
WhatsApp isn’t just for marketing. From promotional offers to delivering updates and appointment reminders, WhatsApp supports personalised engagement across marketing, service and operational touchpoints — all within a single journey.
Whether you’re delivering targeted, one-off campaigns or enhancing omnichannel journeys, WhatsApp can now work with your existing channels — like email, SMS and mobile push — to create more connected, customer-centric experiences.
Engage customers across the lifecycle with WhatsApp.
With Adobe’s rich personalisation and intelligent decisioning — combined with WhatsApp’s trusted global reach — brands can now engage customers in more personalised, timely and impactful ways.
If you're looking to expand your messaging strategy, reach mobile-first audiences or simplify omnichannel execution, this new channel makes it easier to deliver meaningful customer experiences at scale. With WhatsApp in Journey Optimizer, brands can strengthen relationships, improve engagement and connect with more customers around the world — all from a single, robust platform.
Contact your Adobe representative to learn more or request a personalised demo today.
Kaitlin White is a senior product marketing manager at Adobe, where she’s focused on helping brands achieve customer-centric engagement with Adobe Journey Optimizer. She’s passionate about helping brands unlock the full potential of mobile messaging — bringing innovative messaging capabilities to market that help brands connect with customers in more relevant, personal and memorable ways.
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