Secure WhatsApp integration must remain a top priority for businesses in SA

IMAGINE how our lives would change if South African banks were to launch new home loan pre-approval processes over WhatsApp. Customers could submit details, receive personalised offers, and upload supporting documents without ever logging into a website or downloading an app.

- Jonathan Elcock, Co-founder and CEO at rather.chat. The views expressed here do not necessarily represent those of Independent Media or IOL

WHATSAPP’S status as the most widely used app in South Africa cements its position as the most valuable communication tool for businesses in our country today, says the author. | SUPPLIED

In less than a month, banks would see their response times double, lead drop-off rates fall substantially, and customer satisfaction scores rise significantly—simply because they chose to engage with potential customers through conversation, via a messaging channel they already trust and use daily. WhatsApp.

While the case study promises great results for financial institutions, the benefits for consumers are just as compelling.

With faster, easier access to finance, streamlined pre-approvals cut down on paperwork and waiting times, giving buyers clarity within minutes on whether they qualify, which is crucial in a competitive property market.

They also gain better financial planning and confidence, with upfront insight into their borrowing power that helps avoid disappointment and enables stronger negotiations with sellers. Finally, the shift to digital channels drives greater inclusion and transparency, making home finance more accessible to first-time buyers.

Understanding how this is possible with WhatsApp is key. Its status as the most widely used app in South Africa cements its position as the most valuable communication tool for businesses in our country today.

It is able to handle complex, high-value interactions at scale, yet many South African businesses remain reluctant to integrate it into their customer engagement strategies, citing fears over security and compliance. This hesitation is not only misplaced, but it is also actively costing companies a number of missed opportunities, because when leveraged correctly, WhatsApp can improve operational efficiencies and strengthen customer relationships.