WhatsApp isn’t just another channel—it’s the global standard for mobile messaging. With over 2 billion users and open rates nearing 98%, it’s where international customers already spend their time—connecting with friends, family, and increasingly, with brands. From Latin America to EMEA to Southeast Asia, WhatsApp isn’t optional—it’s essential.
At Activate Summit 2025, Iterable customers Amstar and Anaconda—participants in Iterable’s WhatsApp beta program—shared how they’re using the channel to expand their reach, build trust, and create richer conversations in the session, How to Engage Your International Audience with WhatsApp.
Let’s explore some of the key takeaways—and what they mean for brands looking to elevate global, multichannel strategies.
A Familiar Channel, A New Strategic Opportunity
For travelers across Latin America, WhatsApp isn’t a trend—it’s a way of life. And for Amstar, a destination services company operating throughout Mexico and the Caribbean, it’s the default channel for communication. It’s also Mariely Joachin’s personal go-to for staying in touch.
We use [WhatsApp] a lot in Mexico—it’s something you have to have on your phone,” said Mariely, Amstar’s Marketing Automation Supervisor.
Before joining Iterable’s WhatsApp beta Amstar’s WhatsApp strategy was disjointed from their cross-channel strategy, making it a more siloed and manual process. Now, with WhatsApp built natively into Iterable, they’re automating key moments across the customer lifecycle: airport transfer confirmations, destination tips, and personalized follow-ups.
For Amstar, WhatsApp’s power isn’t just reach—it’s the trust and familiarity customers already associate with the app.
“Especially outside the United States, WhatsApp is such a common communication channel,” said Dean Waoka, Head of Growth at Anaconda. “My partner is Spanish, and his entire family and all of our friends in Spain exclusively use WhatsApp.”
Anaconda, the company behind the world’s most popular Python distribution for data science and machine learning, sees WhatsApp as a way to realize a vision Dean began exploring during his time at Instagram. Now at Anaconda, he’s excited to bring that vision to life in real-world marketing campaigns.
Unlock Richer, More Responsive Conversations
For both Amstar and Anaconda, WhatsApp isn’t just another outbound channel—it’s a place for real conversation.
“It lets us showcase destinations visually and instantly,” said Mariely. “And the quick replies make it easy to keep the conversation going.” Whether sharing local attractions or sending a reminder before an airport pickup, Amstar is building messaging that feels less like marketing—and more like personal assistance.
Anaconda sees similar benefits. “We don’t have a mobile app, so in many ways, WhatsApp through Iterable is like adding a push notification channel for us,” said Dean. “We can engage folks on a device they’re already carrying—without building anything new.”
With Iterable’s integration, marketers can easily send media-rich messages, have quick reply conversations, and share dynamic updates—all without added complexity.
Build Trust Through a Familiar and Secure Channel
Dean shared how this difference became especially clear during his time at Meta. When evaluating campaign performance by country, his team noticed that email response rates in Brazil were unusually low—until they dug deeper with qualitative research. “We heard from local business owners that email was so rife with scams and fraud, they simply didn’t use it or trust it,” he explained. “Instead, they preferred to engage with brands on platforms like Instagram and WhatsApp, which felt more secure and authentic.”
That dynamic holds true today—particularly for mobile-first users and international audiences. Consumers trust WhatsApp, since it has policies in place that businesses must follow to ensure it remains a familiar, secure experience for users.
For marketers, that trust is priceless. It lowers barriers to engagement, reduces friction, and builds long-term loyalty—a key factor behind WhatsApp’s staggering 98% open rates.
Native WhatsApp Integration: Built for Speed and Scale
For Amstar, WhatsApp was already critical—but managing it through Meta slowed them down. “We used to send messages manually—this changes everything,” said Mariely.
Now, Amstar can create, approve, and send WhatsApp messages from the same Iterable platform they already use for other channels. Templates are built and approved in-platform, and assets can be reused across campaigns—eliminating duplication and streamlining every step.
Iterable’s native integration also gives marketers visibility into message performance, access to rich media formatting, and tools to manage templates and responses—all in one place. It’s not just another channel—it’s a smarter, faster way to drive cross-channel engagement.
Advice from the Early Access Pros
Both Mariely and Dean emphasized one thing for marketers thinking about WhatsApp: begin with intention.
“You need to have a plan,” said Mariely. “Know how your systems will connect, what data you need, and how that information should flow.” She suggested starting with operational use cases, then expanding into marketing.
Dean echoed this, emphasizing audience needs first: “What problems are you trying to solve—and how could WhatsApp fit into that solution?” Regional differences in trust and communication styles can shape success.
Cross-Channel Innovation in Action
At Activate, Mariely and Dean showcased the kind of customer-first strategies shaping the future of cross-channel marketing. Their early success with WhatsApp shows how intentional planning, creative problem-solving, and a willingness to experiment can unlock new levels of engagement.
As marketers look ahead, WhatsApp’s blend of trust, immediacy, and global reach is poised to become an essential part of the cross-channel toolkit—fueling deeper relationships and smarter, faster growth. For a deeper dive into what successful cross-channel orchestration looks like, check out our Marketer’s Guide to Cross-Channel Success.
Orchestrate Seamless WhatsApp Messaging with Iterable
With Iterable’s native WhatsApp integration, marketers can engage customers in real-time, two-way conversations—directly within the same platform they use for email, push, in-app, embedded messaging and SMS campaigns.
There’s no need for third-party connectors or switching between tools. WhatsApp is embedded into Iterable’s core platform, streamlining campaign creation, business messaging policy adherence, and execution.
Iterable’s WhatsApp capabilities include:
- In-platform template creation
- Rich media support for dynamic, visual engagement
- Real-time engagement tracking alongside other channels
- Native journey orchestration with email, SMS, mobile, and more
- Built-in guidance to help preempt errors and streamline creation
- Access to a unified view of your customers for real-time personalization
With AI, real-time data, and seamless cross-channel autom
ation, Iterable empowers marketers to meet customers where they are—and move at the speed today’s mobile-first audiences expect.
WhatsApp is more than a new channel—it’s a new way to connect. And with Iterable, it’s never been easier to make every message part of something greater. Explore our latest product capabilities with WhatsApp here.
And to learn more about how to leverage personalized WhatsApp communications at scale, schedule a demo today.
