Digital marketing: what Facebook Pay will add to your strategy

Digital Marketing
August 3, 2022

WhatsApp announced, at the end of the first half of this month (06), the launch of a new feature for the application, available to users with a personal account and also the business ones, the WhatsApp Pay. It will now be possible to send and receive money through the app, through Facebook Pay.

Tests were taking place in India and, with the announcement in Brazil, the resources should be made available gradually, as soon as it is definitively released by the Brazilian Central Bank, according to the developers. From what is known so far, for sending, receiving or transferring money with WhatsApp Pay, it will only be necessary to register a credit or debit card from one of the partner companies: Mastercard or Visa, from the banks Nubank, Banco do Brasil and Sicredi, for now.

The big questiion is, for those who already use the business version of the tool adding to the digital marketing strategy: how can I sell and incorporate this feature in practice?

First of all, we cannot forget that WhatsApp is extremely important for marketing, as Brazil is the country that uses the messaging app the most, with around 120 million monthly active users. In addition, the new functionality can add a lot for companies that do not yet have a virtual store, for example. Of course, it does not replace an e-commerce, but it proves to be a viable alternative for companies that need to adapt to the new consumer behavior during the Covid-19 pandemics.

Thinking about planning and how your company can offer services or products through the app, we have prepared some tips and probable future possibilities, see below!


Focusing here on companies and WhatsApp Business, it is necessary to remember that it already has a function for small businesses to add products to a catalog. In other words, with the new modality, the consumer will already be able to complete the purchase through the application itself, without having to access banking platforms or be directed to another payment page.

The platform also ensures the security of transactions through a six-digit password or biometrics.


Digital Marketing

It is been a while it is been possible to use the application, in its business version, for marketing strategies, such as improving customer relationships, offering support to answer questions and clarify details of products and services, in addition to publicizing the company's releases for the audience.

However, once the new function is properly approved and implemented, users will be able, for example, to buy event tickets directly through Facebook, with just a click. This facilitates (a lot) the life of the consumer, in addition to removing from the process a series of other steps that interested parties had to follow to acquire a product advertised on the networks.

Another of the numerous possible facilities is that the audience of the platforms will be able to make or receive donations in a much more practical, fast and intuitive way. Followers will be able, for instance, to donate the amount they want directly via WhatsApp, Facebook or Instagram, without the need for other systems.

In addition, it may be possible for you to buy a pizza with just one click on an advertisement or Instagram post, without having to enter a delivery app, the company website or call the pizzeria. It may also be simpler to give your friends a gift on their birthday or special dates, sending a sum of money.

Finally, there may also be the possibility of targeting ads for users who use the WhatsApp shopping tool, which, we must face it, is a dream come true for a social media or marketing professional! The options and possibilities with the introduction of WhatsApp Pay, interconnected with Instagram and Facebook, only increase. That is why marketing and communication specialists, as well as companies, are looking forward to the next steps and the release of the Central Bank of Brazil. Let’s wait!

Would you like some assistance with your brand’s digitalization? Contact us!

+55 41 99980 9009⠀

+55 41 99954 7416

Fabíola Cottet
Sócia-diretora | Jornalista
É co-autora do livro "Em pauta: manual prático da comunicação organizacional", publicado pela Editora Intersaberes. Jornalista, especialista em assessoria de imprensa e gestão de crise.

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