The coronavirus (COVID-19) pandemic has not only accelerated the digitalization in companies but has also changed the individual’s consumption habits.
Increasingly adapted to the routine of the so-called “new normal”, consumers seek convenience and immediatism to make both daily tasks and commercial transactions. Thus, they opt for services that provide unique, satisfying and integrated experiences (omnichannel).
In this context, companies and applications, such as WhatsApp, see the need of providing services that allow making payments in an agile and uncomplicated way.
WhatsApp Pay was launched in May of this year in Brazil and allows users to make payments through the application.
The proposal of the new modality seems to be well accepted by the Brazilians. Especially since Brazil leads the Latin American banking digitization ranking. However, many are still reluctant to use the payment method, according to a survey by Mind Miners released by the E-commerce Brazil portal.
WhatsApp Pay: Brazil is a pioneer in receiving the service
WhatsApp Pay is about a partnership between the Visa card network and the Facebook Pay platform.
The new modality allows either personal or business account users of WhatsApp Business to make transfers or payments between them, and send and receive money through the app. These payments can be consulted at any time in the “Payments” tab, under “Settings” in the application’s settings menu.
For now, WhatsApp Pay is available only in Brazil. The motive for the country to be the first to test the new resource can be explained by the fact that the country is the second largest user community on the social network, with over 120 million active users.
The fact that the social network is the customer’s favorite means to contact companies can also justify such a choice. Around 76% of Brazilians interact with companies through WhatsApp, according to the survey “Messaging in Brazil”.
From the data presented above, it is clear the importance of companies to be presented not only in WhatsApp, but also in other communication channels to offer a fast, personalized and multi-channel service to its customers.
Payments through WhatsApp Pay: How it works?
To use WhatsApp Pay: it is necessary to set up a debit or credit card from a partner company on Facebook Pay, such as Nubank, Banco do Brasil and Sicredi with Visa and Mastercard. For this, Facebook Pay must be configured to “Receive payments for sales”.
As there is integration between the platforms, it is not necessary to have a Facebook account to use the Facebook Pay on WhatsApp. Just configure the feature in the app.
It is necessary to highlight that the transfers between the users of personal accounts can only be realized by debit cards. Credit cards can only be used to send payments for companies that use the WhatsApp Business.
No fees will be charged for the transfers made between personal accounts, neither for payments for purchases made in companies on WhatsApp Business.
In the case of companies registered in WhatsApp Business, it is possible to sell products and services through the platform. After setting up the Facebook Pay in the app, it is necessary to create or to connect to a Cielo account, a financial services network responsible for all transactions within the application.
For registered companies, there is no limit on transaction values, and the application charges a sales processing fee of 3.99%.
The transactions will be possible thanks to a system in the cloud which validates payments through WhatsApp.
“WhatsApp scam”: Brazilians are afraid to share data on social media
According to the survey from Mind Minders, the WhatsApp new modality seems to have pleased the Brazilians. According to the survey, 42% of respondents would like the possibility of making payments through WhatsApp Pay. However, 78% relucts in sharing their data with the platform to use the new service.
The survey concluded that the main reason for Brazilians being afraid to share their information to register for WhatsApp Pay is due to the so-called “WhatsApp scam”, which has been improving over time.
According to the Kaspersky consultancy, criminals are already able to bypass the application’s two-factor authentication through fraudulent emails sent to users and thus gain access to information.
Data from the Panorama Mobile Time/Opinion Box survey about messages in the country revealed that, only in the last year, WhatsApp Scam reached more than 450 thousand Brazilians.
In this scenario, it is necessary to highlight that it is not enough for companies to be present in the digital environment, but it is also necessary to guarantee the information security on the provided services. This security, in turn, must be impeccable, mostly due to the fact that Brazil is the country with more phishing victims – cyberattacks that capture personal information, such as passwords and credit card data – on the internet, and under the General Data Protection Law (LGPD), in force in the country since September 2020.
Information security and omnichannel are fundamental to improve the digital consumer experience
Connected to multiple screens, the consumers are increasingly demanding and want to have their needs solved in the first contact. In addition, they want business transactions to evolve into digital and unified experiences.
On the other hand, these consumers also expect the service to be humanized. It is worth remembering that the inability to resolve doubts and the lack of coherent answers to what was asked are the main reasons for dissatisfaction in self-service.
Therefore, it becomes fundamental that companies adapt their service and invest in omnichannel solutions capable of establishing the communication between consumers and companies in all touch points chosen by the client.
The omnichannel service is based on the integrated use of different technologies and communication channels capable of providing fast, efficient and personalized service for each customer.
Your smart system is capable of collecting and analyzing consumer’s data and storing them in cloud security systems. Therefore, it is possible to migrate the service to any contact channel without losing the history of the already initiated service, being essential to guarantee digital consumer satisfaction.
However, once again it is necessary to highlight that the customer-company relationship should be the most humanized and safe as possible, being necessary that companies invest in humanized service and educate their employees on the best way to handle sensitive data.
DNK is a leader in call centers and contact centers solutions integrated to the API of the main applications.
Aligned with the market trends, DNK offers the best solutions for call centers and contact centers connected to the API of the main social networks and apps. To that, the company counts with the use of last-generation technologies and with a team of experienced professionals.
In addition to maximum excellence and security in customer service, DNK strives to comply with the standards required by the General Data Protection Law. To this end, the company provides its partners with tools and platforms with innovative and customizable functionalities, with the option of storing data in the cloud, which considerably reduces the chances of information leakage.
DNK cherishes excellence in customer service, and constantly realizes satisfaction surveys providing its partners tools and platforms with innovative and customizable functions that keep up with the client’s needs to guarantee an unforgettable and satisfactory experience.
With DNK’s services and products, the customer service is provided through an integrated omnichannel platform, which connects all service channels (whatsapp, voice, web, chat and others) in a humanized way, with fast recovery of client’s information and data, in order to offer a complete and satisfactory management of the client journey with differentiated results.
The company is recognized by the market and awarded for solutions and successful cases. Champion of the “Best self-service Solution” category in the XXI Modern Consumer Award and winner of the silver trophy in Client SA 2020 Award in the category “Leader in Innovation Strategy”, in partnership with a client, DNK understands that a well-attended customer is the secret for successful service.