A guide to choosing the right messaging app for your business in India

You offer customer service on Facebook Messenger, you sell through Instagram Direct Messenger, and you chat with your customers on WhatsApp: using messaging apps for business is a no-brainer these days. So, which one is the best messaging app for business in India? In this guide, we'll walk you through the different choices and factors to consider.

80% of Indian consumers use messaging as a preferred way to communicate with a business, while 77% of Indians are more likely to make a purchase if they're contacted via messaging. On the other hand, 68% of consumers in India are frustrated when they can't message a business. 

These insights that were presented at this year's Meta Conversations conference in Mumbai show: anybody who's doing business in India should communicate with customers on messaging apps. 

But, what's the best messaging apps for business in India? What do you need to consider before choosing one? We'll walk you through the main questions and offer recommendations and practical tips to guide your decision-making process. 

The Indian landscape of messaging apps

India is clearly a WhatsApp-first country, but there are also some other messaging apps that you should consider for business in India. 

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WhatsApp

Widely recognized for its ease of use and vast user base, WhatsApp for Business enables direct communication between companies and customers. It allows businesses to provide quick customer support, share updates, product information, and conduct sales transactions.

Its end-to-end encryption ensures data security, fostering trust between businesses and their clients.

With over 487.5 million monthly active users, WhatsApp is the most popular messaging app in India. Over 15 million businesses in India use WhatsApp Business and send over 140 billion messages to their customers each month. In other words, WhatsApp is a go-to platform for businesses to provide customer support, answer questions, and promote their products and services.

What makes WhatsApp a good messaging app for business in India?

With WhatsApp, you can reach a large user base that's already very familiar with the app. Since WhatsApp introduced WhatsApp Payments in India, it's now also possible to offer an end-to-end shopping experience on the app as well, which makes it a perfect tool for conversational commerce. 

Downsides of WhatsApp 

Most of WhatsApp's business features (chatbots, bulk messaging, CRM integrations) aren't available on the free WhatsApp Business App, but require the use of the WhatsApp Business Platforrm (API). However, there are WhatsApp Business Solution Providers that offer plug-and-play solutions that are very affordable.  

Examples of Indian businesses using WhatsApp for business:

Flipkart: Flipkart, India's largest e-commerce company, uses WhatsApp to provide customer support, answer questions, and promote its products and services.

Zomato: Zomato, a popular food delivery app in India, uses WhatsApp to send order confirmations, delivery updates, and promotional offers.

BQ Prime: The popular business publication uses WhatsApp to send relevant finance news to their subscribers, and has since skyrocketed the number of readers. 

Facebook Messenger

As an extension of the social media giant, Facebook Messenger is a powerful tool for businesses to communicate with customers. Its integration with Facebook pages enables seamless interaction, allowing businesses to provide customer service, share content, and even integrate chatbots for automated responses.

With over 120 million monthly active users, Facebook Messenger is the second-most popular messaging app in India. Over five million businesses in India use Facebook Messenger and send over 30 billion messages to connect with their customers each month. Facebook Messenger is a popular platform for businesses to run marketing campaigns, send promotional offers, and conduct customer surveys.

What makes Facebook Messenger a good messaging app for business in India?

Unlike WhatsApp, Facebook Messenger offers a seamless connection to a web presence through the Facebook platform. This makes it easier for customers to find and connect with businesses. In addition, setting up chatbots on the Facebook Messenger is very easy. 

Additionally, you can guide users to your Facebook Messenger through ads, which gives you more possibilities to promote your business. 

Downsides of Facebook Messenger

When it comes to marketing and sales, Facebook Messenger can be somewhat limited. The recurring messaging feature (broadcast) on Facebook Messenger has stricter rules than WhatsApp or Telegram, and the in-chat payment options aren't as smooth as on Instagram Direct or WhatsApp. 

Examples of Indian businesses using Facebook Messenger for business:

OYO: OYO, a hotel booking platform, uses Facebook Messenger to run marketing campaigns, send promotional offers, and conduct customer surveys.

BookMyShow: BookMyShow, an online ticketing platform, uses Facebook Messenger to book tickets, provide customer support, and send promotional offers.

MakeMyTrip: MakeMyTrip, a travel booking platform, uses Facebook Messenger to book flights and hotels, provide customer support, and send promotional offers.

Telegram

Telegram offers businesses a platform for private and secure communication. Its channels allow for bulk messages to a large audience (for free!), making it useful for disseminating company updates, announcements, and news.

Telegram is a growing messaging app in India, with over 70 million monthly active users. Businesses prefer to use Telegram to share product catalogs, send invoices, and distribute customer support resources due to its security features and large file-sharing capabilities.

What makes Telegram a good messaging app for business in India?

Telegram has become a real alternative to WhatsApp and typically caters to a younger and more tech-oriented audience. So, you can reach people on Telegram that you can't always reach on the more traditional messaging apps. 

Its free bulk messaging feature is a great plus, and Telegram makes it also easy to set up chatbots on its platform. 

Downsides of Telegram

Telegram is still a bit of a niche app in India, so you won't be able to reach as many users. And since Telegram has just started to focus on business use, its commercial features (product catalogs, in-chat payments) are not as developed yet. 

Examples of Indian businesses using Telegram for business:

Zerodha: Zerodha, a stockbroker, uses Telegram to share market updates, send research reports, and provide customer support.

Upstox: Upstox, another stockbroker, uses Telegram to share market updates, send research reports, and provide customer support.

Angel Broking: Angel Broking, a third stockbroker, uses Telegram to share market updates, send research reports, and provide customer support.

Instagram Direct Messenger

Leveraging the popularity of visual content, Instagram Direct Messenger provides a direct messaging feature that allows businesses to engage with customers through images, videos, and direct conversations. It's an ideal platform for brand promotion, showcasing products or services, and offering customer support.

In India, almost 75% of internet users frequent Instagram on a monthly basis, so using Instagram Direct Messaging offers businesses a great way to access that audience, and guide them into more personal one-on-one conversations. 

Businesses utilize Instagram Direct to share product photos and videos, run contests and giveaways, and engage in direct conversations with customers. At the same time, it is also a great tool for customer support and through its in-chat payment feature also for e-commerce, especially if your brand has a strong presence on Instagram.

Instagram's new focus on broadcasting tools, like the Instagram Channels and its bulk messaging tool make the app also very promising for marketing. 

What makes Instagram Direct Messenger a good messaging app for business in India?

Instagram is India's second most popular social media platform, so businesses can potentially reach a large and engaged audience. Instagram is also one of the few platforms where users actively initiate conversations with brands which makes it a great gateway into connecting with (new) customers.

It's also worth noting that Instagram offers more features in India than in other countries, so it's definitely worth considering for business communication. 

Downsides of Instagram Direct Messenger

Unlike the Facebook Messenger, Instagram Direct Messenger isn't a standalone app, so in order to chat with customers through DMs both, the user and the business, need to have a presence on Instagram. 

For some companies that don't have a strong visual presence, product or service, it can actually be quite difficult to gain attention on the platform. 

Examples of Indian businesses using Instagram Direct for business

Nykaa: Nykaa, a popular Indian beauty e-commerce company, uses Instagram Direct to share product photos and videos, run contests and giveaways, and engage in direct conversations with customers.

Myntra: Myntra, a fashion e-commerce company based in Bengaluru, uses Instagram Direct mainly to answer user questions related to specific products. This is a clever idea since Myntra also has an Instagram shop, so it's an easy conversation to go from a product question to a purchase. 

Seerat: Seerat is also a clothing brand in India. They use Instagram Direct Messaging as an ordering channel. Users interested in one of the items they see on Instagram, can simply DM them to order it. 

Apple Messages for Business

With a vast user base across Apple devices, Apple Messages for Business (the business version of iMessage) facilitates communication between businesses and customers via text, images, and videos. It's integrated with Apple Pay, allowing seamless and secure payment transactions, and making it convenient for businesses to sell services and products.

Apple Messages for Business is a relatively new platform in India, but it is gaining traction among businesses that target high-income consumers. As of 2023, India is Apple's fifth-largest market.

Apple Messages for Business is popular among businesses as it allows sending interactive messages, such as appointment scheduling and product demos as well as for customer support and  tracking customer interactions.

Why Apple Messages for Business is a good messaging app for business in India

With Apple Messages for Business, you have an easy way to reach Apple users in the country, without them having to download an additional app. 

Apple also offers many interesting business features, such as chatbots, (free!) bulk messaging, and Apple Pay as a secure and trusted mobile pay system. Since Apple users tend to spend more than Android users, you also get access to a very interesting high-income target group.  

You should also consider that Apple Messages don't require local SIM cards, so for companies that operate outside of India or have an international market, this can be a big advantage. 

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Downsides of Apple Messages for Business

When using Apple Messages, businesses can't just use it for marketing or sales purposes, as Apple requires businesses to also offer customer support. That could be an issue especially with smaller businesses. 

And compared to other messaging apps, you won't be able to reach as many users. 

As with WhatsApp, you can only use Apple Messages for Business with official service providers.

What's the best messaging app for business in India?

Overall, WhatsApp is the most popular messaging app for business in India. However, other messaging apps, such as Telegram and Instagram Direct, are also gaining traction. Businesses should choose the messaging app that best suits their target audience and business goals. Over 90% of Indian businesses use messaging apps for communication and customer engagement. The messaging app market in India is expected to reach 10 billion US dollars by 2025.

So, instead of just looking at a single messaging app, offering customers a choice of reaching you on the messaging app they prefer, might be a clever long-term strategy for choosing a messaging app for business in India. 

Implementing this is easier than it sounds. Providers for messaging solutions, such as Sinch Engage, offer plug-and-play software solutions that give you access to the most relevant messaging apps. With one tool, you get access to all the apps, and can manage all your conversations on one central platform. 

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Key considerations for choosing a messaging app according to your business needs 

Aside from picking a messaging app, there are also some other factors you should consider when looking at messaging channels for your business. 

Define your business needs

Defining your business needs is the cornerstone of selecting the right messaging app. Before delving into the selection process, it's crucial to identify your business's communication goals.

Consider whether you require customer support solutions, avenues for marketing campaigns, or platforms for sales outreach, or maybe even a combination of these.

Determining these needs upfront ensures that the chosen messaging app aligns precisely with your business objectives, fostering efficient communication and tailored interactions, ultimately contributing to your overall business success.

Looking for one single inbox

A central inbox is paramount for streamlining communication and enhancing efficiency when talking to customers on messaging apps.

It then serves as a centralized hub where all messages, notifications, and interactions converge, allowing your team to access and manage their conversations from various platforms and contacts in one place.

This feature also eliminates the need to constantly switch between multiple apps or accounts, saving valuable time, and reducing the risk of overlooking important messages. A single inbox simplifies organization, boosts productivity, and ensures that critical messages are never missed.

Moreover, it contributes to a seamless and coherent user experience, giving an overall perspective of interactions and making it an invaluable tool in our fast-paced, interconnected digital world. Overall, it helps to maintain focus while working effectively.

Integration capabilities

The integration capabilities of a messaging app are pivotal. It's crucial to select an app that seamlessly integrates with your existing software ecosystem. Look for compatibility with essential tools like CRM systems and project management software.

Being able to integrate messaging into your already existing setup optimizes workflows, reduces data duplication, and amplifies overall productivity. A well-integrated messaging app ensures a cohesive and efficient operation, enabling smooth communication and collaboration across various business functions.

Chatbot integration

Being able to combine chatbots with messaging should also be a key factor in choosing a messaging solution.

As chatbots reduce workload, ensure 24/7 availability, and offer faster help, you should make sure that you can add them to your messaging app. 

💡Building a WhatsApp bot without coding: A step-by-step guide

Security and privacy

For a company, security concerns encompass various aspects, including IT infrastructure, data privacy, and encryption protocols. When selecting a messaging app, prioritizing security and privacy measures is vital.

Companies need assurance that sensitive business data remains safeguarded. It's imperative to choose a messaging platform with robust security features, including end-to-end encryption, ensuring that all communication remains confidential and protected. The app's commitment to data security helps in addressing potential concerns around unauthorized access, data breaches, or privacy infringements.

By emphasizing data encryption and privacy protocols, businesses can instill trust among employees and customers, ensuring that confidential information stays secure, and ultimately safeguarding the company's integrity and reputation.

Accessibility and user base

When choosing a messaging app, evaluate its accessibility and user base. A widely adopted app often indicates a larger user community, expanding your reach to a broader audience.

However, it's crucial that the app aligns with your target audience's preferences for effective communication. Assessing popularity among your intended users ensures that the chosen app facilitates seamless and impactful interactions, maximizing your ability to engage with a wide audience, and contributing to successful communication strategies.

Features and functionalities

Different messaging apps offer various features and functionalities. While some excel at team collaboration, others are more suited for marketing, customer service, or sales. Evaluate which app aligns best with your business's unique needs and objectives.

Tips for maximizing messaging apps in business

Create target audiences to boost conversions, and use in-depth analytics to assess your progress

Creating target groups is a pivotal strategy for businesses aiming to boost their conversion rates and effectively gauge the success of their marketing efforts through comprehensive analytics.

By segmenting your audience into specific target groups based on demographics, behaviors, or preferences, you can tailor your marketing campaigns to address each group's unique needs and interests. This data-driven insight through the right messaging app enables businesses to refine their strategies, optimize their messaging, and ultimately measure the success of their marketing fields, ensuring a more efficient and impactful marketing approach. 

Craft a clear strategy

Crafting a clear strategy before integrating a messaging app involves delineating a comprehensive plan aligned with your business objectives, audience targeting, and success evaluation. This strategy acts as a road map, directing the utilization of the messaging app in line with specific goals.

For instance, the strategy could detail objectives such as improved customer service, targeting specific demographics, or increasing sales conversions. It might include action plans like creating interactive content, providing quick customer support, or conducting marketing campaigns.

Key performance indicators (KPIs) could encompass metrics like response time, user engagement rates, or sales generated through the app. An effective strategy delineates not only what the business seeks to achieve, but also how the messaging app will be employed as a tool to meet these objectives, offering a structured approach to measure success and adapt as needed.     

Ease of use for your team

Adopting a messaging solution that necessitates minimal training aligns with the familiarity most individuals have with messaging apps. So, regardless if you set up your own developer environment around a or several messaging apps or go with an existing software, you should ensure that it's a solution that's easy to use for your team. 

The easier it is to get started, the faster you can benefit from the messaging solution. 

Monitor and analyze

Once you pick a messaging solution, regularly monitor and analyze customer interactions on the messaging app. Utilize data and analytics to make informed decisions, identify areas for improvement, and measure the app's impact on your business goals.

Here are some examples of data and KPIs that you should analyze to monitor and improve your messaging app performance:

• Number of active users
• Number of messages sent and received
• Average session length
• Number of unique users who engage with each feature
• Types of messages sent and received
• Customer satisfaction ratings etc.

And these are some important KPIs to keep an eye on: 

• Retention rate: This metric measures the percentage of users who continue to use your messaging app over time.
• Engagement rate: This metric measures how often users interact with your messaging app. A high engagement rate indicates that users are finding your app valuable and useful.
• Conversion rate: The percentage of users who complete a desired activity, such as making a purchase or signing up for a newsletter, is measured by this indicator. 

Work with a trusted partner

Most companies don't have the time and resources to set up their own software environment around different messaging apps. Especially in a diverse market like India where you want to connect with your audience on several channels, a professional software is typically the easiest way to get started with (multi-)messaging. 

With Sinch Engage, you can get started with a messaging platform right away that offers you access to all the important messaging apps for business in India, and also includes an intuitive chatbot builder (no coding skills needed). 

We're an official business partner with all major messaging providers, and have a local team in India that can help you 24/7 to make sure you get the most out of your messaging solution. 

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