What is Omnichannel: WhatsApp, Instagram, Facebook in one place?
In Latin America, consumers do not communicate with companies through a single channel. A customer can discover your product on Instagram, send you a message via Facebook Messenger to request information, and finally close the purchase via WhatsApp. According to Meta studies, more than 72% of consumers expect to be able to contact a company through the channel of their choice and receive a consistent experience no matter which one they choose.
This reality poses a huge challenge for sales and customer service teams: how to manage multiple messaging channels without losing conversations, duplicating efforts and delivering fragmented experiences. The answer is omnichannel.
What is omni-channel: clear definition
Omnichannel is a communication and customer service strategy that integrates all of a company's contact channels into a unified and coherent experience. This means that, regardless of whether a customer writes on WhatsApp, responds to an Instagram story, sends a message on Facebook Messenger or contacts on TikTok, the entire conversation is centralized in one place and the context is maintained across channels.
In an omnichannel strategy, the customer can initiate a conversation in one channel and continue it in another without having to repeat information. The agent has complete visibility into the customer's interaction history, previous purchases and past inquiries, regardless of the channel where they originated.
Omni-channel is not simply about being present in many channels. It's about connecting those channels together so that they work as a single integrated experience.
Omnichannel vs. Multichannel: what is the difference?
These two terms are often confused, but they represent fundamentally different approaches:
Multichannel strategy
A multichannel company has a presence on several communication channels (WhatsApp, Instagram, Facebook, email, phone), but each channel operates independently. This means:
- Each channel has its own inbox or management tool.
- Agents must switch between multiple platforms
- Customer history is not shared between channels
- If a customer writes on Instagram and then on WhatsApp, it is treated as two separate conversations
- No single customer view
Omnichannel strategy
An omni-channel company also has a multi-channel presence, but they are all interconnected on a unified platform. This means:
- A single inbox for all channels
- Agents see complete customer history regardless of channel
- Context is maintained when the customer switches channels
- The same conversation can be assigned to the same agent even if it arrives by different means.
- There is a single customer profile with all customer information consolidated.
Practical example of the difference
Multichannel scenario: Maria asks about a product on Instagram. The community manager responds with basic information. The next day, Maria writes via WhatsApp to buy. The sales agent doesn't know that Maria already asked on Instagram, asks for all the information again and offers her a different product than the one she was interested in.
Omnichannel scenario: Maria asks about a product on Instagram. The next day she writes via WhatsApp to buy. The sales agent automatically sees her Instagram history, knows exactly which product she's interested in, and can pick up where the conversation left off. Maria receives a seamless and personalized experience.
Why omnichannel is essential for customer experience
Fragmentation in customer service is not only inefficient for the internal team, but also creates a negative experience for the customer. These are the main benefits of adopting an omnichannel strategy:
1. Unique customer vision
With an omnichannel platform, each customer has a centralized profile that includes all their interactions, regardless of channel. This allows:
- Know the complete history of conversations
- Understanding customer preferences and behavior
- Customize responses and recommendations
- Identifying sales opportunities based on previous interactions
Faster response times
When agents work from a single inbox instead of switching between WhatsApp Business, the Instagram inbox, Facebook Business Suite and other tools, response time is dramatically reduced. Studies show that teams that adopt a unified inbox reduce their average response times by between 40% and 60%.
3. Consistent customer experience
The customer receives the same level of service, the same tone and the same quality of information regardless of the channel they choose. This generates trust and professionalism, two key factors for the purchase decision.
4. Higher conversion rate
When a lead can move freely between channels without losing the thread of the conversation, they are more likely to complete the purchase. Omni-channel eliminates the friction that normally exists when a customer has to repeat their inquiry or start from scratch in a new channel.
5. Operational efficiency of equipment
A team that manages all channels from a single location needs fewer agents to handle the same volume of conversations. In addition, the allocation of conversations is smarter because the system can distribute the load evenly regardless of which channel each message comes from.
The challenges of managing multiple separate channels
Many companies in Latin America still manage their channels independently. The community manager checks Instagram and Facebook from the native apps, the sales team uses WhatsApp Business on a shared cell phone, and support works via email. This fragmentation creates concrete problems:
Lost conversations
When messages arrive on multiple platforms without a centralized system, it is inevitable that some get lost. An Instagram direct message that arrives at midnight, a Facebook comment that goes unchecked, or a WhatsApp that goes unanswered because the responsible agent was unavailable.
Duplicate or contradictory information
Without a shared history, different agents can give contradictory information to the same customer. An agent on Instagram says the product is available, but the agent on WhatsApp reports that it is out of stock. This inconsistency would damage the credibility of the company.
Inability to measure results
When each channel operates its own tool, it is extremely difficult to get unified metrics. You can't answer basic questions like: what is the average response time of my team, how many conversations convert into sales, or which channel generates the most qualified leads.
Excessive operating load
Agents waste valuable time switching between desktops, applications and devices. A Harvard Business Review study found that context switching can reduce a team's productivity by as much as 40%.
Climbing difficulty
As the volume of messages grows, managing separate channels becomes untenable. Adding a new channel means adding a new tool, training the team on a new interface and creating new processes. With an omnichannel platform, adding a channel is simply activating a new connection.
How an omnichannel inbox works
An omnichannel inbox is the central tool that makes the omnichannel strategy possible. Its operation is based on the following principles:
Connection with official APIs
The platform connects directly to the official APIs of each messaging channel (WhatsApp Business API, Instagram Messaging API, Facebook Messenger Platform, TikTok Business API). This ensures that all incoming messages arrive in one place in real time.
Unified customer profile
When a customer writes for the first time, a unique profile is created. If that same customer then writes through another channel (identified by phone number, name, or manually by the agent), the conversations are unified under the same profile.
Intelligent assignment
Incoming messages are automatically assigned to the available agent or to the agent who previously served that customer, regardless of the channel. This ensures continuity of service.
Shared history
Each agent can see all previous customer interactions, including WhatsApp messages, Instagram comments, Messenger conversations and any other connected channels. All in a single view.
Transversal automation
Automations (chatbots, quick responses, attention flows) work consistently across all channels. A chatbot can answer frequently asked questions on WhatsApp with the same logic as on Instagram or Facebook Messenger.
Key channels for an omnichannel strategy in Latin America
With over 600 million users in Latin America, WhatsApp is the dominant messaging channel in the region. It is the preferred channel for purchase inquiries, after-sales support and direct communications with businesses. The WhatsApp Business API allows you to manage multiple agents, automations and mass mailings.
Instagram has become the primary product discovery channel for audiences between the ages of 18 and 40. Direct messages and story replies are key touch points that many companies are not managing efficiently.
Facebook Messenger
Although its growth has slowed, Facebook Messenger remains a relevant channel, especially for audiences over 35 years old and for companies that use Facebook Ads targeting Messenger as a lead generation strategy.
TikTok
TikTok has emerged as an important commercial communication channel, especially for brands targeting young audiences. The ability to respond to messages and comments from a centralized platform allows to capitalize on the engagement generated by viral content.
Aurora Inbox: omnichannel platform for WhatsApp, Instagram, Facebook and TikTok
Aurora Inbox is an omnichannel communication platform designed specifically for companies in Latin America that need to unify all their messaging channels in one place.
Unified inbox
Aurora Inbox connects WhatsApp Business API, Instagram, Facebook Messenger and TikTok into a single inbox. All messages arrive in the same dashboard where the team can reply, assign and follow up without switching platforms.
Artificial intelligence agents
Unlike other omnichannel platforms, Aurora Inbox includes conversational AI agents that can serve customers autonomously 24 hours a day. These agents know the product catalog, can schedule appointments, answer frequently asked questions and escalate to the human team when necessary, all consistently across any channel.
CRM integrated with sales pipeline
Each conversation is automatically linked to a visual sales pipeline. Agents can move opportunities between stages, add notes and follow up on sales without leaving the platform.
Multi-agent equipment
The entire sales and support team can work from the same WhatsApp number and social media accounts, with automatic assignment of conversations and performance metrics per agent.
Catalog and shopping cart
Aurora Inbox allows you to share product catalogs directly in the WhatsApp conversation, with integrated shopping cart so that the customer can select products and complete their order without leaving the chat.
Massive bells
From the same platform you can send mass campaigns via WhatsApp to your entire contact base, segmenting by tags, pipeline stage or channel of origin.
How to implement an omnichannel strategy step-by-step
Step 1: Identify your active channels
Make an inventory of all the channels where your customers are currently contacting you. Prioritize those with the highest message volume and sales impact.
Step 2: Choose an omnichannel platform
Select a tool that supports all your relevant channels and fits the size of your team. Consider factors such as price, ease of use, Spanish language support and automation capabilities.
Step 3: Connect your channels
Integrate each channel with the chosen platform using the official APIs. This process usually requires verifying your business accounts on each platform (Meta Business Suite for WhatsApp, Instagram and Facebook).
Step 4: Configure conversation assignment
Define clear rules for message distribution: by availability, by specialty, by channel of origin, or by type of query.
Step 5: Train your team
Make sure all agents know the platform, understand how to access the customer's history and know how to handle conversations coming from different channels.
Step 6: Implement automations
Set up automatic responses to frequently asked questions, welcome messages and customer care workflows that work consistently across all channels.
Step 7: Measure and optimize
Periodically review customer service metrics: response times, customer satisfaction, conversion rate per channel and performance per agent. Adjust your strategy based on real data.
Frequently asked questions about omnichannel
What is the difference between omnichannel and multichannel?
Multichannel means being present on several communication channels (WhatsApp, Instagram, Facebook, etc.) but managing them independently, without sharing information between them. Omnichannel goes one step further: it connects all channels into a unified experience where history, context and customer profile are shared across channels. In practice, this means that a customer can start a conversation on Instagram and continue it on WhatsApp without repeating information.
Which channels can be integrated into an omnichannel strategy?
The most relevant channels for an omnichannel strategy in Latin America are WhatsApp Business API, Instagram Direct Messages, Facebook Messenger and TikTok. Some platforms also integrate email, web chat, Telegram and SMS. The key is to prioritize the channels where your customers actually contact you most frequently.
Do I need the WhatsApp Business API to have omnichannel?
Yes, to integrate WhatsApp into an omnichannel platform you need the WhatsApp Business API (also called WhatsApp Cloud API). The standard WhatsApp Business application does not allow integrations with third-party platforms and does not support multiple simultaneous agents. The WhatsApp Business API is obtained through official Meta providers (BSPs) or directly from Meta Business Suite.
How much does it cost to implement an omnichannel strategy?
The cost varies depending on the platform chosen and the size of the device. Platforms such as Aurora Inbox offer plans from $29 USD/month for small teams, with all channels included. Enterprise solutions can cost from $200 to $500 USD/month or more. In addition to the cost of the platform, WhatsApp Business API has costs per conversation according to the Meta rates for your country.
Is omni-channeling for small companies or only for large companies?
Omni-channel is especially useful for small and medium-sized companies because it allows them to compete in customer experience with larger companies without the need for huge teams. An SMB with 2-3 agents can manage WhatsApp, Instagram, Facebook and TikTok from a single platform, offering the same quality of service as a company with a team of 20 people managing each channel separately. Platforms like Aurora Inbox are designed precisely to make omnichannel accessible to SMEs in Latin America.
