What’s next for messaging apps and what this means for your business

EVERYDAY TOOLS Chats and messaging are the most popular category of digital property, with 95.6 percent of internet-savvy adults using them globally. —Contributed photos

Messaging and messaging apps have evolved significantly in recent years. They are no longer just a way to send text messages. In fact, they are now full-fledged platforms that offer a variety of services. In this article, I will discuss what’s new and recent in messaging apps in 2022 and what it means not just for end users, but for businesses that are looking for innovative ways to connect with their customers.

More services, features, personalization, innovation

People always look for ways to streamline their lives. In the digital age, it is no surprise that there is a demand for getting more out of mobile devices. As messaging apps become more popular throughout the world, we can expect them to add more features and functionality to keep users on their platforms.

If we look at the data, the trend is obvious. As of January 2022, chats and messaging are the most popular category of digital property; with 95.6 percent of adult internet users around the world visiting them monthly, the time users spend with these apps daily keeps increasing too. More particularly, at least 38 percent in the Philippines use social apps to find information about brands and products.

As messaging apps offer more services and features, we expect to see more personalization. This is good news for businesses looking for both one-on-one communication and being able to reach huge audiences at the same time. For data-driven companies, there is even better news.

Now you can streamline and supercharge your outreach with personalized marketing. This change will allow businesses to better connect with their audiences and see more engagement and results.

Innovation will continue to play a big role in the messaging app space. The next big thing could be anything from augmented reality (AR) to virtual reality (VR). Following this trend, for example, Viber has already introduced AR with Viber Lenses, and it’s been a huge success. More than 52 million Lenses captures were generated just within the first three months since launch.

Increased focus on privacy and security

As people become more reliant on messaging apps, everyone is also becoming more aware of the need for privacy and security. Online space is often considered a prime target for hackers and other malicious actors, and over 34.8 percent of Filipino internet users are concerned about how companies are using their online data. As such, we can expect to see an increased focus on security from messaging app developers. Users are increasingly concerned about their online privacy, and they want to know that their messages are safe from prying eyes.

For example, Viber security is incorporated in the app’s DNA and is a priority not only for private user communications, but in business messaging as well. For private and group chats and private calls, the app has end-to-end encryption which is set by default, as well as disappearing messages. For brand-user communication, Viber offers encryption in transit, which provides an exceptionally high level of security, so brands and users can rest assured their messages are safe from hackers. The messaging app does not store messages on servers and uses only a secure HTTPS connection.

Cristina Constandache

Integration with other apps and services

As messaging apps become more popular, we can expect to see them integrating with other apps and services, or enabling other apps to serve their customers through the Viber platform. This may include features such as the ability to book travel or make restaurant reservations directly from the messaging app—or complex API (application programming interface) integrations, such as with CDP (customer data platform) and CRM (customer relationship management) integration.

Conversational commerce

Conversational commerce is a term used to describe the use of messaging apps by brands to sell products and services and provide after-sales customer support. This means supporting, promoting and facilitating sales at every step of the customer journey: from helping users do their research and answering their questions as they’re making a decision to purchase—to the ability to purchase products and services directly from the messaging app. We expect to see more businesses using messaging apps to encourage and conduct transactions in the nearest future.

Instant response

Messaging apps are designed for instant communication, so it’s no surprise that they are being used more and more for customer service. This includes the ability to chat with a customer service representative or to send automated responses to common questions.

For example, Viber users can interact with brands quickly and easily, without having to wait for an email response or phone call. Business messages allow businesses to resolve customer queries as quickly as possible, as well as keep audiences up to date. “Chatbots” can provide quick answers to common questions without the need for human involvement. Chatbots are also programmed for real-time responses. It’s no wonder that businesses see results, including increased loyalty and sales.

The trend toward more features and functionality in messaging apps presents a great opportunity. When used correctly, messaging apps can be a powerful marketing tool. Send targeted messages to customers, offer customer support, and even conduct transactions. If you’re not using messaging apps to connect with your customers, you’re missing out.

Users today want their apps to do more for them. People spend over three quarters of their app time in their select three favorites and almost half of that—in just one app. We are about to witness the rise of super apps: one-stop shops for many of users’ needs, from ordering food to booking travel to paying bills.

Messaging apps are well-equipped to give users maximum utility, so that they can solve many tasks within the comfort of one app thus creating multiple touch points for brands to reach their customers. —contributed

The author is chief revenue officer at Rakuten Viber.