WhatsApp becomes a strategic asset for Brazilian businesses

A study by RD Station, an operation of TOTVS, reveals that WhatsApp has become a primary strategic asset for Brazilian companies. According to the Panoramas RD Station 2026 data, 74% of marketing teams use the application for relationship strategies, while 75% of sales teams identify it as the most efficient channel for initial contact with potential clients.

Despite widespread adoption, the research indicates a lack of operational maturity. In marketing departments, 43% of companies still perform manual messaging, and 57% do not utilize the official WhatsApp API, which is essential for integrating the channel with conversational CRM platforms to enhance security and automation.

Data management also remains fragmented. Approximately 40% of marketing teams organize collected data inconsistently, and 19% still rely on spreadsheets. In sales, 59% of companies maintain decentralized information through individual spreadsheets or personal controls. Bruno Ghisi, Director of Products and Engineering at RD Station, noted that competitive advantage now lies in transforming conversations into structured processes and business intelligence rather than mere presence on the platform.