Use of private messaging apps like WhatsApp, Messenger and Telegram have boomed in the last few years. As long ago as 2016 they were more popular than social networks, and with the recent announcement by WhatsApp that it now has 2 billion users, it's very clear that they're here for the long-term.
Businesses, and particularly marketers, have struggled to get to grips with messaging apps. Their very nature means that users view such apps as private spaces where they can chat to friends without the interruption of brands, while tracking activity and sharing behaviour is extremely difficult, if not impossible. And then there's the fact that using WhatsApp for business is actually against the service's own terms and conditions.
This episode of the Digital Download podcast looks at the issues inherent in professional messaging and at where such services may go in future to enable the secure, trackable, private environment that organisations need in order to use them effectively.
My special guest on this show is Ashley Friedlein, CEO and founder of professional messaging service Guild, and the founder of Econsultancy.
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