While the United States is still dealing with fragmented communication platforms, Brazil stands out for its creative and integrated use of WhatsApp. Brazilian companies are far ahead in digital engagement, and this gives us a strategic advantage to compete and expand in the American market, taking advantage of our mastery of messaging platforms, especially WhatsApp
In Brazil, WhatsApp has been uniquely adapted. With this expertise, we have a real opportunity for global growth. I learned in graduate school that there are two main ways to expand a business: by offering new products or entering new markets. And Brazil is exceptionally well positioned to make the second
Brazil’s digital ecosystem: omnipresent and advanced
According toStatesman, 93.4% of internet users in Brazil use WhatsApp, it goes far beyond a simple messaging tool — it is part of everyday life. From organizing a barbecue to opening a bank account, WhatsApp is essential for personal and professional communication. For small and medium-sized enterprises, works as a CRM, marketing tool and even e-commerce platform
In the financial sector, banks like Banco do Brasil and Bradesco allow balance inquiries, transfers and even debt renegotiation via WhatsApp. In 2023, The Central Bank authorized payments via WhatsApp, allowing users to pay for products and services directly in the chat, using Visa and Mastercard cards
All industries in Brazil followed this path, using WhatsApp to interact instantly and efficiently with your customers. Here, we are used to quick answers, whether of humans or machines. For us Brazilians, WhatsApp is the heart of our digital ecosystem
The New Rules of Engagement: How Megatrends Are Transforming Digital Experiences
Global trends are changing the way customers interact with brands. Companies are increasingly investing in direct communication channels to collect primary data, since privacy and the elimination of third-party cookies are making it difficult to reach potential customers
Datarecent studies indicate that 22% of mobile internet users in the United States use ad blockers, while in Brazil only 16% have this tool. This shows that the consumer's power of choice over when and where to engage with brands is increasing
Furthermore, customers expect faster and more personalized responses. Interestingly, research indicates that many consumers prefer the speed of a chatbot to slow human interactions. In the USA, seconda Twilio 89% of consumers already prefer to communicate via messages. While in Brazil conversational commerce is already a reality, in the USA it is still in a growth phase
In the past decade, all companies wanted to create their own applications. Today, the priority is to ensure clients' presence on WhatsApp. While American companies have not yet realized, we have already learned that customer loyalty does not depend on an app, but rather to offer quick and relevant messages on the channels they already use
Surprise! Most Americans can use RCS – but they don't even know what it is
Brazilian companies have a unique opportunity in the United States, once we mastered the art of creating exceptional experiences with Rich Communication Services (RCS). Although WhatsApp already has more than100 millionof active monthly users in the country, he still does not lead the market. The RCS, on the other hand, has been consolidated. Currently, the majority of smartphones sold in the United States, both Android and iOS, are compatible with RCS, as long as they are updated and operate with carriers that offer support for this technology
Android accounts for about 46% of the smartphone market in the US, according to data from theCanalys, and the vast majority of modern devices with Android have had support for RCS since 2017. The iPhone, that dominates 54% of the market, incorporated RCS in iOS 18, released in September 2024. With that, practically all Americans with a cell phone already have access to RCS
But why is this happening now? Although RCS was developed in 2007, your adoption was slow, mainly due to the fragmentation among operators and Apple's resistance. This scenario began to change when Google standardized the service, and Apple finally yielded to market pressure in 2024. Furthermore, antitrust investigations in both the United States and Europe have helped accelerate the adoption of RCS, by promoting compatibility between platforms
Technological leaps and success stories in Brazil
Brazilian dominance on digital platforms is not limited to WhatsApp. The Pix, launched by the Central Bank, revolutionized instant payments and surpassed American alternatives in speed, accessibility and reach. While Pix is free and universal, American systems are still fragmented and often charged
In my performance, both in Brazil and in the USA, I still see American companies sending checks by mail monthly. The Brazilian digital ecosystem for payments in restaurants and B2B companies is three to five years ahead of the American one
The Brazilian Paradox of Innovation
Despite the progress in some areas, Brazil also has its challenges. E-commerce, for example, it took a long time to gain strength due to logistical difficulties and the limited internet infrastructure in the past. Only when the government realized it could boost adoption with initiatives like Pix, the scenario began to change rapidly
Streaming services, like Globoplay and Netflix, faced similar barriers to reach the Brazilian audience. However, the creativity and adaptability of Brazilians helped to overcome these difficulties, often resulting in more innovative solutions
Global Communication Platforms: A Comparison
The penetration rate of WhatsApp in Brazil, of 93,4%, surpasses that of any other similar platform in the world. In China, WeChat has about 80% penetration, according to data from theStatesman, and works as a complete ecosystem for communication and payments. In Australia, onesurveyfrom Hootsuite and We Are Social reveals that Facebook Messenger dominates with 83% adoption. However, in Brazil, the centralization on WhatsApp created a highly efficient and connected digital environment
The Rich Communications Service (RCS) Solutions Dominating Global Markets: A Visual Analysis of Regional Preferences
With the advancement of RCS in the US, Brazilian companies have a unique opportunity to apply their knowledge in a rising market. This movement not only drives global innovation, but also strengthens our position as a reference in digital engagement. The future of business communication will be shaped by those who know how to take advantage of this transition and offer experiences that meet the new expectations of consumers
