Software maker Freshworks and social media giant Meta are partners in a collaborative showcase to help businesses elevate conversational CX.

The process involves the use of conversational AI bots from the Freshworks solutions Freshchat, Freshdesk, and Freshsales to automate communication with buyers via Meta’s popular messaging apps, including WhatsApp, Instagram Messaging, and Facebook Messenger. As a result of the partnership between the two Silicon Valley-based companies, enterprise firms in various parts of the world are reporting greater customer support efficiency and increased customer retention.

Integrating the Meta apps with the Freshworks products makes customer and prospect engagement easy for support, sales, and marketing teams, Freshworks executives say. And with the company’s AI-powered bots, businesses can tailor and automate messaging journeys on individual channels while also configuring workflows across multiple channels or languages.

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For The Giving Movement, the sustainability-minded fashion brand from the United Arab Emirates (UAE) focuses on proactive conversations in place of transactional messages, engaging with customers through Freshworks’ WhatsApp and Instagram integrations. Through Freshworks, the company was able to communicate with its customers on the channel of their choice, and the omnichannel function enabled it to address customer queries from multiple channels in a single view.

In the case of MTN Cameroon, the integration of Freshworks with Meta’s messaging channels let the local operator of the largest telecom network in Africa reach more customers by using digital communications. The carrier’s digital penetration of its customer base two years ago sat at just 20%, with a majority of customers coming to physical stores or contacting the call center. That number has since risen to 40%, freeing resources otherwise tied up with the call center.

For Body&Fit, the global fitness and nutrition retailer needed to include Instagram Direct Messaging into its customer service channel mix. Thanks to the Freshworks-Instagram integration, the company can now provide its customers with top-quality service and support, the fitness company states.

“Messaging is how people and businesses want to communicate and get business done,” says Kyle Jenke, senior director of partnerships at Meta. “Businesses of all sizes are embracing this shift and finding new opportunities to better engage with customers, offer support, and drive sales.”