WhatsApp outperforms email and SMS in conversion rates and engagement metrics, making it a top choice for businesses in the UAE. Here’s why:
- Higher Conversion Rates: WhatsApp campaigns achieve 3–7% conversion rates for broadcasts and up to 15% for intent-driven flows, compared to email’s 2–5% and SMS’s 2–5%.
- Unmatched Engagement: WhatsApp boasts a 98% open rate, 40–70% click-through rates, and responses within 45 seconds. Email lags with 20–25% open rates and 2–6% click-through rates, while SMS performs better with 98% open rates but only 18–45% click-through rates.
- Cost Efficiency: WhatsApp offers a 72-hour free messaging window after ad interactions and a 4x lower cost per lead compared to other channels.
- Rich Features: Interactive buttons, product carousels, and real-time conversations drive trust and quick decision-making.
Quick Comparison:
| Channel | Open Rate | Click-Through Rate | Conversion Rate | Response Time | Strengths |
|---|---|---|---|---|---|
| 98% | 40–70% | 3–15% | 45 seconds | Rich media, real-time interaction, high ROI | |
| 20–25% | 2–6% | 2–5% | Hours to days | Affordable, scalable for large audiences | |
| SMS | 98% | 18–45% | 2–5% | 10 minutes | Instant visibility, effective for urgent updates |
WhatsApp’s ability to combine high engagement, rich media, and cost-effectiveness makes it a powerful tool for UAE businesses aiming to improve marketing outcomes.
WhatsApp vs Email vs SMS: Conversion Rates and Engagement Metrics Comparison
1. WhatsApp
Conversion Rate
WhatsApp stands out with its impressive ability to convert leads into customers. Broadcast campaigns typically see conversion rates of 3–7%, while intent-driven flows, like abandoned cart reminders, achieve even higher rates of 8–15% or more. In markets with heavy WhatsApp usage, such as India, click-through rates can soar to an impressive 45–60%.
What makes WhatsApp so effective? It’s the platform’s strength in facilitating direct, real-time conversations. Instead of sending potential customers to static landing pages, businesses can engage directly, addressing concerns, answering questions, and building trust on the spot. A great example is Nissan Saudi Arabia: by integrating WhatsApp into its sales strategy, the company sold 32 cars in just six months, achieved a 34x return on investment (ROI), and reduced call centre traffic by 33%. Similarly, Clarins’ National Lipstick Day campaign used personalised WhatsApp messages to achieve a 90% open rate and convert customers at rates seven times higher than email.
Engagement Metrics
Speed is key on WhatsApp. Responding within five minutes can increase conversions by three to four times compared to waiting an hour. The platform’s immediacy is unmatched, with 95% of messages opened within three minutes of delivery. Click-through rates also dominate, ranging from 15% to as high as 80%, far outpacing email’s modest 2–6%.
Interactive features make WhatsApp even more engaging. Call-to-action buttons like "Shop Now" or "View Catalogue", along with rich media such as images, videos, and product carousels, turn passive viewers into active buyers. For instance, Indian fashion retailer Tata CLiQ generated over $500,000 (approximately AED 1.84 million) in revenue in just one month through personalised WhatsApp campaigns, achieving a 10x higher ROI compared to email.
Cost-Effectiveness
WhatsApp also offers cost-saving opportunities. When a user interacts with a business via a Click-to-WhatsApp ad, businesses get a free 72-hour window to follow up without additional messaging costs. This allows them to nurture leads and close sales efficiently. Marketers in the UAE and Saudi Arabia have reported a 4x lower cost per lead when using WhatsApp, and businesses that shift to WhatsApp for customer service often see service costs drop by 60–70%.
The return on WhatsApp ad spend (ROWAS) is equally impressive. For e-commerce brands, ROWAS typically ranges from 15x to 60x, with some automated workflows surpassing 100x. Tools like WAConversionTracking further enhance campaign results by tracking actual WhatsApp conversations instead of just button clicks, feeding this data back into Google Ads' Smart Bidding for more precise optimisation. These features highlight why WhatsApp is a powerful tool for businesses, as we’ll see when comparing it to email next.
2. Email
Conversion Rate
Email conversion rates typically fall between 2–5%, which is noticeably lower than WhatsApp's range of 5–15%. For traditional e-commerce platforms relying on email, conversion rates hover around 1–4%. Even industry-specific benchmarks - like 5.86% for food and beverages, 4.61% for beauty and personal care, and 3.28% for fashion - struggle to rival WhatsApp's more intent-driven interactions. This highlights email's challenges when compared to more direct, conversational channels.
One of the biggest hurdles for email is reach. With open rates averaging just 20–25%, roughly three-quarters of recipients never even see the message. Promotional emails often get buried in crowded inboxes or skimmed briefly before being deleted. Research shows that switching to more direct channels can increase conversions by as much as tenfold.
Engagement Metrics
Email click-through rates average between 2–6%, which pales in comparison to WhatsApp's impressive 40–70%. A real-world example of this gap comes from Holiday Pirates, a travel deals platform. Kamila Skötsch, their Global CRM Team Lead, shared:
"We've seen a tenfold increase in subscriber engagement through WhatsApp compared to email offers and over twofold the engagement over app notifications".
Data further supports this trend: customers are 190% more likely to make a purchase when they receive WhatsApp messages instead of relying solely on email communication. Additionally, WhatsApp users generate 72% more sessions per user and show a 42% higher retention rate over six months. Unlike email, which often relies on passive engagement through subject-line scanning, WhatsApp's conversational and immediate nature drives stronger results, explaining its higher conversion rates.
Cost-Effectiveness
Despite its lower engagement rates, email remains a favourite among marketers for its affordability. In fact, 30% of marketers claim email offers the best ROI, especially for retention campaigns and reaching large audiences. However, when factoring in conversion costs, the balance starts to shift. Businesses that transition their customer support from email to WhatsApp have reported service cost reductions of 60–70%. Moreover, WhatsApp's higher conversion rates mean fewer interactions are needed to close a sale. For time-sensitive campaigns, like abandoned cart reminders, WhatsApp proves particularly effective at capturing high-intent customers who are ready to act immediately. These figures highlight the different strengths of each channel, offering a basis for comparing their advantages and limitations.
3. SMS
Conversion Rate
SMS campaigns typically achieve conversion rates between 2% and 5%, which is similar to what email campaigns deliver. However, when compared to WhatsApp's impressive 45–60% conversion rates, SMS falls behind. Despite its 98% open rate and the fact that 90% of SMS messages are read within three minutes, its lack of interactivity limits its ability to convert effectively. This makes SMS a great tool for immediate visibility, but not as effective for driving deeper engagement or conversions.
Engagement Metrics
SMS campaigns generate click-through rates of 18–45% and a 45% response rate, with 77% of replies occurring within 10 minutes. While these numbers are solid, WhatsApp outshines SMS with its richer engagement capabilities, offering click-through rates of 40–70% and an average user response time of just 45 seconds. These stats highlight why businesses often prioritise WhatsApp for high-intent, interactive conversations.
Although SMS holds its ground in certain areas, the difference in engagement potential becomes even more apparent when considering the cost-effectiveness of both channels.
Cost-Effectiveness
For every AED 3.67 spent, SMS generates returns ranging between AED 77 and AED 150. Additionally, 11–20% of total revenue is often directly linked to SMS campaigns, and businesses using SMS are 683% more likely to report digital marketing success. The global SMS marketing market is projected to grow to AED 46.3 billion by 2025.
However, there’s a downside. Around 23% of consumers may stop engaging with a brand if they feel bombarded by messages. SMS works best for urgent, time-sensitive updates like flash sales or appointment reminders. On the other hand, WhatsApp's interactive and media-rich features make it more suitable for handling complex customer interactions and journeys.
sbb-itb-0a82e4d
Why WhatsApp is the #1 engagement channel in 2025
Advantages and Disadvantages of Each Channel
Every communication channel has its strengths and limitations. Knowing these nuances is key to selecting the right platform for your marketing goals and audience preferences.
Here's a breakdown of the pros and cons of WhatsApp, email, and SMS:
| Channel | Advantages | Disadvantages |
|---|---|---|
| - 98% open rate - 3–15% conversion rates, depending on the campaign type - 40–70% click-through rates due to rich media and interactive buttons - Quick response time - just 45 seconds on average - 72-hour free messaging window after Meta ad clicks - Enables two-way conversations, fostering trust and handling complex queries - Commonly delivers 200–300% ROI |
- Can feel intrusive if messages are too frequent or irrelevant - Requires explicit opt-in, limiting initial audience reach - Tracking issues, as Meta may count app opens as conversions without actual engagement - Charges per conversation via WhatsApp Business API |
|
| - Low cost per message - Perfect for long-form, professional content and detailed product information - Easy to automate and scale for large audiences - Messages are stored for later access |
- Low open rates (20–25%) due to crowded inboxes and spam filters - Low click-through rates (2–6%) - Modest conversion rates (2–5%) - Slow response times, often hours or even days - Often ignored by mobile-first users |
|
| SMS | - 98% open rate with instant visibility - 90% of messages read within three minutes - Works without internet or a smartphone - AED 77–150 return for every AED 3.67 spent - Best for urgent, time-sensitive notifications |
- Limited to plain text; no rich media support - Character limits restrict message depth - Modest conversion rates (2–5%) - Higher per-message cost compared to email |
The numbers speak for themselves. While email and SMS remain effective for specific tasks - like newsletters or urgent alerts - WhatsApp stands out. Its high engagement rates, interactive features, and strong conversion potential make it a top choice for businesses aiming to maximise results from paid ad campaigns in the UAE.
Conclusion
In the UAE, data highlights WhatsApp's dominance over email and SMS, boasting conversion rates of up to 40% and an impressive 98% open rate. This platform redefines the sales funnel by transforming it into a real-time conversation, enabling businesses to address customer queries and build trust - all within a single chat thread. But while its potential is undeniable, it does come with its own hurdles.
One major limitation is WhatsApp's requirement for explicit opt-in, which can restrict initial reach. To succeed, businesses need to prioritise swift responses (ideally within five minutes, which can boost results by 3–4 times), personalise their interactions, and make the most of the 72-hour free messaging window.
For UAE businesses, integrating WhatsApp into paid ad strategies is key. Tactics like Click-to-WhatsApp ads, automated welcome flows, and tracking meaningful conversations - not just clicks - can make all the difference. Tools such as WAConversionTracking allow businesses to link WhatsApp chats with GCLID data, feeding insights back into Google Ads. This approach helps optimise Smart Bidding strategies and minimises wasted ad spend.
Industry leaders are taking note of WhatsApp's transformative role:
"WhatsApp has evolved beyond messaging - it's now a vital tool for driving sales and business growth. Ads that click to WhatsApp yield strong returns and foster deeper customer connections."
– Marcelo Bettarello, VP of Business Development, 360Dialog
FAQs
Why does WhatsApp achieve better conversion rates compared to email or SMS?
WhatsApp achieves outstanding conversion rates thanks to its ability to facilitate real-time, personalised interactions on a platform people use every day. With an open rate hovering around 98% and click-through rates between 40% and 70%, it leaves email (2–6% CTR) and even SMS (about 45%) far behind.
What makes WhatsApp so effective is its knack for creating instant, two-way conversations that feel natural and engaging rather than disruptive. By leveraging tools like the WhatsApp Business API, businesses can simplify communication, guide potential customers through the sales process, and minimise drop-offs. This makes WhatsApp an incredibly effective tool for boosting conversions.
How can businesses in the UAE use WhatsApp to boost conversions and sales?
Businesses in the UAE have a powerful tool at their disposal to boost conversions and sales: WhatsApp. Thanks to its personal touch and impressive engagement metrics - 98% open rates and click-through rates ranging from 40%–70% - WhatsApp leaves traditional channels like email and SMS far behind. Some UAE businesses have even reported returns as high as 3× ROAS and ROI figures between 15× and 60×, making it a must-have for modern marketing strategies.
To get the most out of WhatsApp, here’s what businesses should focus on:
- Seamless integration: Connect WhatsApp Business or its API with Meta ads to track purchases and conversions effortlessly.
- Tailored messaging: Segment your audience and use WhatsApp-approved message categories, such as promotions or loyalty offers, to deliver relevant content.
- Bilingual communication: Use both Arabic and English for a personalised touch. Respect local customs by avoiding intrusive messages during prayer times or other sensitive periods.
Additionally, quoting prices in AED (e.g., AED 1,250), adhering to local date formats (e.g., 22 Dec 2025), and leveraging WhatsApp analytics to refine campaigns can help businesses transform conversations into tangible growth. By aligning with the UAE’s market preferences and cultural norms, WhatsApp becomes more than a messaging platform - it becomes a growth engine.
What makes WhatsApp a cost-effective tool for marketing campaigns in the UAE?
WhatsApp stands out as one of the most affordable marketing tools for businesses in the UAE. The WhatsApp Business App is completely free to download, while the WhatsApp Business Platform (API) charges only for successfully delivered messages, with rates starting from just AED 0.018 per message. For businesses needing full API access, the monthly cost is approximately AED 55.09 per hosted number, and there are volume-tier discounts that lower costs as message volume grows.
When compared to traditional advertising, WhatsApp marketing can be up to 80% cheaper. Unlike conventional campaigns, there’s no need for additional ad spend - just the low per-message fees or a subscription starting at AED 500 per month. With impressive metrics like 98% open rates and click-through rates between 40–70%, fewer messages are needed to drive results. This means lower acquisition costs and a better return on investment, making WhatsApp a highly cost-effective and efficient marketing channel for businesses across the UAE.
