Insurance has long been cautious in adopting new technologies. But now, WhatsApp, a channel already dominating everyday communication, is reshaping how insurers engage with customers. The key question: can WhatsApp deliver an experience that is delightful for customers, efficient for insurers, and compliant with regulators?

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Why WhatsApp matters

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Across industries, WhatsApp has proven to be faster and more engaging than email or phone. More than 80% of WhatsApp messages are opened within five minutes, an unmatched opportunity for insurers to connect with customers in real time.

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Several factors are fueling its rise in insurance:

• Customers prefer texting over calls or emails.
  
  
• Younger generations expect digital-first interactions.
  
  
• Meta continues to expand WhatsApp Business features.
  
  
• “App fatigue” drives people to stick with familiar platforms.
  
  
• Case studies show WhatsApp can boost both satisfaction and conversion.
  
  

Bernoly’s survey of 200 insurance customers revealed that over half chose WhatsApp as their preferred communication channel, far ahead of email or phone.

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Where it makes an impact

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WhatsApp can influence multiple parts of the insurance value chain:

• Sales & marketing: from lead generation bots to campaigns that drive upselling and cross-selling.
  
  
• Customer service: giving customers an easy, direct way to ask questions and receive support.
  
  
• Claims: enabling submissions directly in WhatsApp, reducing friction, and improving efficiency.
  
  

The ROI depends on each insurer’s specific goals, but mapping customer journeys shows WhatsApp can often prevent costly channel switching and improve digital conversion rates.

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Experience design

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WhatsApp Business API supports texts, media, buttons, carousels, and even multi-step flows. This makes it more powerful than email, yet still limited for complex journeys where strict data validation and privacy controls are required. In such cases, insurers often turn to custom conversational platforms that provide more control while still keeping the WhatsApp channel open for engagement.

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