Singtel WhatsApp case study: A Business API success story
TL; DR: Quick Summary
85% of consumers prefer messaging brands directly, with WhatsApp boasting a 98% message open rate.
Singtel automated workflows using WhatsApp, allowing customers to manage services, check balances, and receive recommendations without waiting for calls.
Multi-user functionality lets customer service teams collaborate, assign cases, and manage inquiries more efficiently.
WhatsApp enhances customer experience by reducing wait times and allowing text-based support.
SleekFlow helps businesses scale by managing multiple WhatsApp accounts, automating workflows, and integrating with CRM systems.
WhatsApp Business API, powered by SleekFlow, optimizes customer engagement, with AI-first automation boosting productivity and sales.
Disclosure: This article is based on publicly available information from Singtel’s official support pages and observed WhatsApp entry points
Modern consumers now dislike calls in general, and doing so potentially causes negative reactions towards your brand. According to WhatsApp Business, 85% of consumers prefer to message brands directly. Nope, not emails and not calls. More than 98% of WhatsApp messages are opened, and 80% are read in the first five minutes.
Based on a recent study, this trend is consistent across various retail industries in many situations:
Booking appointments via WhatsApp or Messaging
Appointment reminders in text messaging form
Text messages on account status, billing, or payment updates
Quick customer support via WhatsApp or other messaging channels
More trust with targeted product offers, updates via WhatsApp instead of traditional ads
73% of Singaporean consumers are more likely to complete a purchase when offers and recommendations are tailored to them; while 70% of shoppers in Singapore state that AI-powered personalization (like product suggestions) positively impacts their final purchase decision.
In Singapore, chat commerce is being adopted at a fast pace by businesses of all sizes. One fine example would be Singtel. Let’s explore this WhatsApp Business API case study to see how this industry leader became a pioneer in conversational commerce.
Read more: Social commerce trends in Malaysia
Why Singtel moved customer support to WhatsApp
1. Singtel automated its workflow by using WhatsApp business messaging & chatbot
The automated workflow allows customers to access a variety of Singtel’s services available to their customers. They could easily:
Activate or deactivate services
Check account status or balances
Make payments or put in requests
Receive product recommendations and offers
Traditional hotlines are infamous for their long waiting times. Now, with their WhatsApp business solution, it eliminates any waiting time customers have when waiting for a customer service officer via a traditional hotline.
If the chatbot is unable to fulfill the customer’s request, they can speak to a customer service officer, which leads us to the next useful feature of using a WhatsApp business solution.
2. Multi-users, multi-agents, multi-logins for Singtel’s WhatsApp business
Singtel’s WhatsApp business solution means their WhatsApp account can now have multiple users. It does not just allow simultaneous logins from different devices but also enables multiple staff members to assign, collaborate, and reply to customers easily. This handy feature allows customer service officers to provide their support via text messaging truly as a team, anytime, anywhere. So the good things are:
Handling multiple cases at once
Assigning the best product/technical specialists according to their expertise
3. Enhanced customer experience 3.0
From a customer’s point of view, waiting for a text response is significantly more palatable than waiting for a customer service officer to answer a call.
A phone call ends when the line is disconnected, but a WhatsApp message remains
Customer service officers can reply after a few minutes without angering the customer
A learning lesson for other customer-centric businesses in Singapore
Credit: Singtel website
Singtel’s adoption of WhatsApp Business API has redefined the future of the client-facing roles - it’s all about chat commerce. A vital tool for business especially:
Retailers
E-commerce
Businesses with high volumes of customers inquiries
Businesses with multiple customer service agents
Enhancing customer experiences is key to driving business growth. Ultimately, it leads to word-of-mouth marketing. One poor customer experience tends to get shared quickly amongst his/her friends. Investing in a reliable & effective WhatsApp business solution, it will bring about enhanced customer experiences, growth, and staff productivity.
What does WhatsApp Business API pricing model for businesses in Singapore look like? Check out our regional pricing guide for details.
Use Case: HKBN and SleekFlow’s WhatsApp Integration
HKBN, a leading telecommunications company in Hong Kong, needed to move away from cold calls that customers were increasingly ignoring. Phone scams and busy lifestyles were killing engagement.
They partnered with SleekFlow to implement WhatsApp Business API across multiple service lines, centralizing communication for broadband, mobile, and promotional updates.
24/7 support: Automated workflows ensured that customers could reach out to HKBN at any time and get immediate responses, even outside business hours.
Automated appointment scheduling: HKBN used WhatsApp to allow customers to schedule service appointments seamlessly via in-chat forms, reducing wait times.
Customer feedback collection: Automated post-service messages gathered customer feedback, which helped HKBN continually improve their support quality.
By implementing SleekFlow’s WhatsApp Business API solution, HKBN achieved:
95% message read rate
50% response rate
35% contract renewal conversion rate
SleekFlow's broadcast feature has been instrumental in elevating our sales efficiency, enabling us to send WhatsApp promotional messages to numerous customers simultaneously. The analytics also provide quick insights into market reactions.
Kenneth She
CHIEF TRANSFORMATION OFFICER, HONG KONG BROADBAND NETWORK
Maximize WhatsApp Business capability with SleekFlow
Multiple WhatsApp numbers, one platform: Connect and manage multiple WhatsApp Business API accounts under a single dashboard. Ideal for different business units, regions, or campaigns without fragmenting operations.
Click-to-WhatsApp (CTWA) ads: Automatically route leads from Click-to-WhatsApp ads into SleekFlow’s inbox with full tracking and assignment logic in place.
Customer lifecycle management: Manage the entire journey from first inquiry to repeat purchase right in chat, to prioritize hot leads effectively.
WhatsApp Flows for structured journeys: Build interactive forms and guided experiences directly inside WhatsApp. Qualify leads, collect details, confirm bookings, or process requests without sending users to external links.
In-chat product catalog and payment link: Showcase products directly in chat, allowing customers to browse, inquire, and purchase within the conversation.
Broadcast with targeting and analytics: Segment contacts and send personalized campaigns for renewals, promotions, and updates while tracking engagement performance clearly.
Why SleekFlow is the ultimate choice for your social commerce strategy success
Choosing a WhatsApp API provider is not about just getting access. It is about building infrastructure that scales.
SleekFlow, as a WhatsApp Business Solution Provider (BSP), offers a complete AI-first solution allowing you to sell and support across your messaging channels easily.
Here is what sets it apart:
Native AI agents powered by AgentFlow that execute qualification, nurturing, and conversion workflows
Unified omnichannel inbox connecting WhatsApp, Instagram, Facebook, and website chat
Deep integrations with CRM, e-commerce platforms, payment gateways, and loyalty systems
Intent-based routing that balances AI with human escalation
Built-in analytics to track conversion uplift, response time improvements, and operational efficiency
What’s the best part? It’s FREE to start!
Want to outcompete your peers with SleekFlow's help?
Book your personalised demo with SleekFlow today and unlock the potential of seamless communication
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