Messaging app growth is outpacing social network growth, with some businesses looking to establish a presence on the platforms. This chapter looks at how different organisations have done it, covering:

  • The messenger app ecosystem: Messaging is the oldest form of web-based communication, now taking many forms in both the professional and private world. What are the main messaging apps marketers need to know about?
  • Consumer vs professional apps: Consumer messaging apps allow fast communication between personal contacts. What are the main differences between them and the professional messaging apps, such as Guild?
  • Case studies: Messaging apps including WhatsApp’s free Business app let brands reach their audiences in a familiar space. How are some organisations using messaging platforms, such as WhatsApp and Guild, to connect with their audiences?