Business Platform
MadeiraMadeira
Improving message delivery rates with Marketing Messages API for WhatsApp
Brand
WhatsApp Business Solution Provider
Brazilian home goods retailer MadeiraMadeira partnered with Insider One, a Meta Business Partner, to implement Marketing Messages API for WhatsApp, resulting in a 6% increase in its message delivery rate and a 25% increase in conversions from marketing messages on WhatsApp.*
6%
Increase in message delivery rate, compared to usual approach*
25%
Increase in conversion rate from marketing messages on WhatsApp compared to usual approach*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
Accessible home improvement
MadeiraMadeira is a major Brazilian ecommerce platform whose goal is to make home improvement accessible and hassle-free for Brazilians. The company sells a variety of furniture, decor, and home improvement products, paired with flexible financing and delivery options.
Their Goal
____
Improving campaign performance
MadeiraMadeira routinely used marketing messages on WhatsApp to target customers with offers and promotions, but wanted to improve its open and conversion rates.
“The implementation of the Marketing Messages API for WhatsApp with Insider One, which served personalized product recommendations on WhatsApp, allowed us to re-engage customers more effectively and at the right time. This boosted both our delivery rate and the overall performance of our campaigns.”
Mirella Lavrini
Senior Marketing Manager for Branding and Non-Paid Channels, MadeiraMadeira
Their Solution
____
Optimizing delivery
The company integrated Marketing Messages API for WhatsApp, powered by Insider One, an omnichannel customer engagement and data platform, to deliver marketing messages on WhatsApp to people who’d already shown interest in MadeiraMadeira’s products by browsing, adding items to their cart, engaging with previous marketing messages or contacting customer support.
Marketing Messages API for WhatsApp, combined with Insider One’s personalized product recommendations for customers based on their previous history with the brand, helped MadeiraMadeira improve both message delivery and conversion rates from marketing messages on WhatsApp
Their Success
Higher conversions from marketing message campaigns
MadeiraMadeira reported improved message delivery and conversion rates over a two-month period (January 22–March 22, 2025):
- 6% increase in message delivery rate, compared to usual approach*
- 25% increase in conversion rate from marketing messages on WhatsApp compared to usual approach*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Get started with a partner
WhatsApp Business Platform partners can help you plan, build and integrate WhatsApp as a channel to connect with your customers.