28-07-2025
Meta highlights business messaging
Business messaging is a key driver for customer engagement and to build revenue growth in an increasingly complex economic landscape, according to Meta.
In Thailand, 95% of businesses said business messaging improved the customer experience and reported a 55% increase in converting leads to sales, according to a 2025 study conducted by market researcher Kantar.
Consumers in Thailand showed a strong preference for messaging, with 74% of respondents saying they want to be able to communicate with brands and businesses in the same way they communicate with friends and family.
The study found conversations are a strong promoter of growth for businesses and transform the way they build relationships with customers and achieve their strategic goals.
Prae Dumrongmongcolgul, country director of Facebook Thailand, said Thai businesses are increasingly seeking more efficient ways to connect with customers and drive sustainable growth.
Messaging remains people's favourite method to interact with brands and businesses, she said at the annual Meta Business Messaging Summit in Thailand.
There are 1 billion people connecting with business accounts across Meta's messaging services weekly, and 600 million conversations between people and businesses daily on Meta's apps.
In Kantar's survey, 81% of Thai adults message a business at least once a week, with 80% preferring this method of communication with a business, and 81% preferring it for a small business or local entrepreneur.
Moreover, 73% of respondents in Thailand said they discovered small and local businesses through messaging, highlighting its ability to promote entrepreneurs in the digital landscape.
Some 70% of adults prefer to message with a business instead of calling, while 87% want to hear from a business via messaging, either daily or weekly, up 3 percentage points from 2024.
According to Meta, 95% of adults expressed satisfaction when messaging a business via its Messenger and Instagram direct messaging.
This high level of satisfaction underscores the importance of messaging as a preferred communication channel, said the firm.
Roughly 50% of shoppers worldwide messaged a business during the holiday season, while 42% of shoppers said messaging makes them feel more personally connected with the brand.
Ms Prae said Meta introduced a new suite of messaging solutions using artificial intelligence (AI) designed to help Thai businesses connect with customers and build growth through meaningful connections.
Thai businesses are increasingly utilising Meta's AI-powered ad technologies to enhance their business growth, she said.
The Meta summit also promoted "Opportunity Score", which provides quick recommendations to improve campaign performance based on advanced machine learning algorithms and testing conducted on thousands of advertisers.
