By Helen Nurse (pictured, above), Founder of Capture 1
With more than a million events and conferences held in the UK every year, event organisers face mounting pressure to deliver standout experiences. In a saturated market, making an impact takes more than compelling speakers or impressive venues – it requires a smarter approach to communication.
While planners often search for the latest tools to streamline events and boost engagement, one of the most powerful solutions is already in attendees’ pockets: WhatsApp.
A Familiar Platform with Untapped Power
WhatsApp is the world’s most widely used messaging app. Almost every attendee will already have it installed, making it an ideal touchpoint for real-time communication. And yet, many event organisers are overlooking its professional potential.
The WhatsApp Business API platform allows organisations to send and receive messages to a large number of attendees, automating responses. While it’s been widely adopted in sectors like e-commerce and customer support, its event management capabilities are still flying under the radar.
Here are five ways WhatsApp can help event organisers boost efficiency, improve attendee satisfaction, and deliver greater value for sponsors.
1. Communicate quickly when it matters most
Email is still the default channel for event updates, but it isn’t built for speed. It works fine for pre-event reminders or promotional content sent weeks in advance. But when a venue changes at the last minute or a keynote speaker cancels on the day, relying on email is risky.
In moments that require instant action, WhatsApp is far more effective. According to Capture 1 data, WhatsApp achieves response rates up to ten times faster than email. That’s a game-changer for live updates.
Beyond simple alerts, WhatsApp can be personalised. Using message flows, organisers can identify which sessions an attendee plans to join and send targeted updates only to those affected.
2. Reduce repetitive enquiries with automated FAQs
When thousands of attendees are involved, customer service teams can quickly become overwhelmed with basic questions: when does the event start, where do I park, which entrance should I use?
Automating these kinds of FAQs through WhatsApp can significantly reduce pressure on staff. Attendees get instant, 24/7 answers, while support teams stay focused on more complex or urgent requests.
3. Use interactive quizzes to offer tailored recommendations
For large-scale events or conference series, it can be tough for attendees to navigate a packed agenda. Interactive quizzes sent via WhatsApp can help simplify decision-making and enhance engagement.
By asking attendees about their interests, goals, or job roles, organisers can generate personalised session suggestions or offer targeted discounts. This builds anticipation ahead of the event and allows for audience segmentation to inform follow-up messaging.
4. Turn waitlists into conversion opportunities
Sold-out events naturally generate excitement. WhatsApp makes it easy to capitalise on that momentum by building dynamic waitlists. If more tickets become available, whether due to last-minute cancellations or extra release, organisers can instantly notify interested individuals.
In addition, waitlisted attendees can receive early-access offers, flash discounts, or exclusive content to keep them engaged and more likely to convert down the line.
5. Deliver better results for sponsors
Sponsors are a vital part of event sustainability, so keeping them satisfied is critical. Compared to email, WhatsApp delivers far higher visibility. Industry benchmarks show WhatsApp messages average an 87% read rate, compared to a high of around 28% for email campaigns.
That level of engagement means sponsor messages sent through WhatsApp have a far better chance of being seen. Whether it’s a discount code, a promotional offer, or a booth invitation, these messages carry more weight – but must be used wisely. Limit sponsored messages to relevant, well-timed content to avoid user fatigue.
Smarter communication is the new event innovation
Flashy event tech, bold designs, and big-name speakers will always excite event attendees. But in today’s conference landscape, seamless, personal communication is what truly sets events apart.
By incorporating WhatsApp Business API into their toolkit, organisers can offer faster updates, more relevant messaging, and better experiences for everyone. As competition for attention continues to grow, this familiar app might just be the competitive edge your event strategy needs.
