WhatsApp has cemented its position as the dominant channel for corporate marketing in Latin America, with nearly seven out of every 10 campaigns now operating through the messaging platform. A new report by Concepto Móvil highlights a fundamental shift in how brands engage with consumers, moving away from traditional digital strategies toward direct, real-time conversation.
The 'Radiography of Conversational Commerce in Latin America 2026' reveals that 67% of marketing campaigns are now concentrated on WhatsApp. Beyond pure advertising, the platform has become the backbone of customer operations. Data shows that 66% of transactional notifications and 62% of customer surveys are handled within the app.
The shift to conversational commerce
Experts note that WhatsApp has evolved from a secondary communication channel into a primary business tool. By bypassing intermediaries, brands can reach customers directly, creating a more immediate and personalized experience.
Mexico serves as a prime example of this digital transformation. Statista reports that over 90% of digital users in the country rely on WhatsApp for daily communication. With a local user base exceeding 70 million people and a global reach of more than 2.7 billion, the platform provides an unmatched scale for businesses.
This transition changes the nature of the brand-consumer relationship. Marketing messages are no longer passive notifications; they function as direct, two-way dialogues. As companies continue to prioritize conversational commerce, the reliance on WhatsApp is expected to grow, forcing brands to refine their real-time engagement tactics to keep up with consumer expectations.