Every D2C brand we work with has switched (or is switching) delivery updates from SMS to WhatsApp. The performance gap has stopped being a debate.
The numbers
- Open rates. WhatsApp 97%. SMS 22%.
- Click-through on tracking link. WhatsApp 43%. SMS 4%.
- Support ticket deflection. WhatsApp cuts 'where's my order?' tickets by 60%.
Why the gap is so wide
The reason is boring: people actually check WhatsApp. SMS is where OTPs live and where marketing spam gets buried. WhatsApp is a live channel with rich media, buttons, and replies.
What it costs
WhatsApp Business API pricing is per-conversation. For utility templates (like shipping updates), it's roughly ₹0.35 per conversation. SMS DLT rates are similar. So cost isn't the differentiator — engagement is.
Getting started
The switch isn't zero-effort. You need Meta-approved templates for each milestone (dispatched, out-for-delivery, delivered, NDR). BFast handles the approval process and provides the templates.