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Business Platform

Movistar Mexico

Growing sales with ads that click to WhatsApp designed to attract new customers

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3
X

Increase in average monthly sales from customers reached via Meta technologies*

4
X

Increase in leads reached via Meta technologies*

2
X

Increase in sales intent from leads reached via Meta technologies*

Their Story

 

Mobile for Mexico

Movistar Mexico is a mobile network service provider that had more than 20 million subscribers as of spring 2025.

Their Goal

 

_

Improving on call center performance

The company was hoping to solve various challenges posed by onboarding new customers through its call center, including low response rates, high call drop-offs (due to customers being reached by phone at inconvenient times), limited engagement data and high operational and marketing costs.

People holding their mobile phones.

“By reducing response times and minimizing dropped calls, we’ve made it easier for customers to engage with us. Additionally, the real-time analytics provided by conversations on WhatsApp have allowed us to continuously optimize our campaigns, resulting in higher conversion rates and a lower cost per acquisition, ultimately improving both sales and operational efficiency.”

Erick Ramírez Sánchez
Head of Digital Channels, Telefonica Movistar Mexico

 

Their Solution

 
 

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Making it easy to switch carriers

From August 2024 to February 2025, Movistar Mexico delivered a campaign of ads that click to WhatsApp that was designed to promote and streamline the customer service experience by making it possible for new subscribers to port their existing numbers from competing mobile carriers entirely on WhatsApp, without ever needing to speak with a Movistar representative by phone. Ads were delivered to Facebook users in Mexico who had previously engaged with content from other carriers, lookalike audiences based on past carrier switchers, high-intent leads and more. Ads were also retargeted to people who had previously engaged with Movistar Mexico’s content or visited its website.

After viewing and clicking an ad, customers entered an automated conversation with Movistar Mexico on WhatsApp that walked them through the process of porting their phone number and subscribing to a new plan. Customers could initiate contact and reply at their convenience, which improved the overall experience and increased response rates. Messages were personalized to customers and featured rich media such as images, product descriptions and payment links. Movistar Mexico was also able to integrate WhatsApp with its CRM systems for seamless lead nurturing and improved measurement.

 
A screenshot of a customer's conversation with Movistar Mexico on WhatsApp.

 

 

Their Success

 

Increased sales, leads and purchase intent

Movistar Mexico tracked performance throughout the seven-month campaign and reported increases in sales, lead generation and purchase intent attributed to its ads on Meta apps, including:

A woman using her mobile phone.
  • 3X increase in average monthly sales from customers reached via Meta apps*
  • 4X increase in leads reached via Meta apps*
  • 2X increase in sales intent from leads reached via Meta apps*

*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.

“People on Meta are ten times more likely to initiate an interaction via WhatsApp than through a phone call, allowing us to significantly expand sales opportunities for Movistar.”

Erick Ramírez Sánchez,
Head of Digital Channels, Telefonica Movistar Mexico

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