CPaaS 2025: WhatsApp Business and AI with SendApp

Why CPaaS Matters in 2025 (Especially on WhatsApp)

In 2025, companies no longer compete solely on price or product: they compete on the quality of conversations. Customers expect quick responses, helpful messages, timely updates, and a consistent experience across marketing, sales, and customer support. This is where CPaaS (Communications Platform as a Service) comes in: the infrastructure that allows you to integrate communication channels like WhatsApp Business, SMS, email, and voice directly into your business processes.

But today, more than "having the channels", what counts is orchestrate the experience: automations, segmentation, tracking, integrations with CRM and platforms and above all Conversational AI To scale conversations without sacrificing quality. In this scenario, WhatsApp Business is often the most strategic channel for Italy: high openness, immediacy, and a conversational format perfect for guiding users towards a purchase or resolution of a problem.

In this article we will see how to read the signals of the CPaaS market in 2025 and how to use WhatsApp Business in an advanced way with SendApp, with practical Italian examples and operational ideas for marketing automation and AI.

CPaaS in 2025: From "Message" to "Customer Journey"“

When talking about communication platforms, it's easy to think of mass mailings or transactional notifications. In 2025, however, the value lies in the ability to build a conversational customer journey, that is, a path in which each message has a specific role: acquire a lead, qualify a contact, recover a cart, schedule an appointment, confirm a delivery, manage a return, propose an upsell, or ask for a review.

More mature companies are moving from:

• Siloed communications“ (marketing separate from customer care)
• to multichannel orchestration (same customer vision, same data, same goals)
• with automation and AI to manage high volumes while maintaining customization and low response times.

Why WhatsApp Business is the key channel in Italy

WhatsApp is already a daily habit for millions of people. This means that, if used methodically and in compliance with policies, it can become the channel with the best attention-to-conversion ratio. Specifically:

• Speed: the customer responds within minutes, not days.
• Context: the user perceives the chat as “personal”, but it can be managed in a professional manner.
• Interaction: Buttons, templates, flows, and automations make the conversation guided.
• Continuity: from the first request to after-sales, all in one thread.

How to choose a platform: what to really look for

In the CPaaS market, there's a lot of talk about "execution" and "vision." In practice, for an Italian company looking to grow on WhatsApp Business, the right questions are:

• Reliability and deliverabilityDo the messages arrive? How quickly do they arrive?
• Coverage and channels: Besides WhatsApp, can you use SMS or email for fallback and continuity?
• IntegrationsCRM, e-commerce, helpdesk, marketing automation. How easy is it to connect data?
• Automations: workflow, tags, segments, triggers, list management and consents.
• Conversational AI: an assistant capable of responding well, recognizing intent, filtering content, and switching to the operator when needed.
• Compliance: correct management of opt-ins, information and traceability.
• Local support: response times, consultancy, best practices on the Italian market.

With SendApp, the goal is to make all of this accessible to non-technical teams too: from the use of Official WhatsApp APIs to automations, up to AI chatbots with Integrated ChatGPT.

Marketing Automation on WhatsApp: What Works in 2025

Marketing automation on WhatsApp is not “shooting messages”: it is timing + relevance + consensus. In 2025, the best campaigns have three characteristics: intelligent segmentation, short, action-oriented content, and a conversation that continues after the click.

1) E-commerce cart recovery (Italian example)

Scenario: A natural cosmetics e-commerce site (Milan) notices that many users abandon their carts after adding 2-3 products. With SendApp, you can set up a flow:

• Trigger: cart abandoned for 60 minutes.
• WhatsApp Message"Hi Marta, you're just one step away from completing your order. Do you want me to help you choose the best cream for your skin?"“
• Bot/AI: asks 2 questions (skin type, need), suggests 1 product and a bundle.
• Escalation: If the user asks for specific ingredients or has doubts, they are directed to an operator.

Typical result: more conversions and fewer repetitive customer service requests, because the conversation guides the user instead of sending them to an FAQ page.

2) Lead generation for local services (example: dental practice)

Scenario: A dental practice in Bologna invests in Meta campaigns and wants to convert leads into appointments without wasted calls. Recommended flow:

• Announcement → click-to-WhatsApp.
• Welcome message: minimum data collection (name, area, urgency).
• Conversational AI: answers frequently asked questions (approximate prices, times, first visit) and suggests 2 available slots.
• He confirms: automatic message with date/time and directions.
• Reminder: 24 hours in advance with the option to reschedule in 1 tap.

Here WhatsApp is not just a channel: it is a conversational booking system which reduces no-shows and increases the quality of contacts.

3) “Smart” promotions for retail (example: clothing store)

Scenario: A store in Naples wants to promote its sales without sending the same message to everyone. SendApp works by segment:

• Segment A: customers who purchased in the last 60 days → early access.
• Segment B: inactive customers for 6 months → return incentive (e.g. free shipping).
• Segment C: customers “size and preferences” notes → personalized selection.

Each message invites a response with an option ("Women," "Men," "Shoes"), and AI or an automated flow leads the user to a coherent proposal. The advantage: fewer unsubscribes, more engagement, and a perceived "tailored" experience.

Conversational AI: How to Use It Without Losing Control

Conversational AI in 2025 is not there to “replace” the team: it is there to filter, accelerate and standardize the answers, maintaining quality and consistency. The key is to design the boundaries well: what AI can handle and when it should pass the buck.

High ROI use cases

• Dynamic FAQs: opening hours, shipments, returns, availability, required documents.
• Lead qualification: budget, time, needs, area, preferences.
• Pre-sales assistance: product comparison, compatibility, sizes, advice.
• After-sales: tracking, instructions for use, review request.

Practical example: delivery assistance (logistics and food)

A food delivery company in Turin receives hundreds of messages a day: "Where's my order?", "Can I change my address?", "I have an allergy." With an AI assistant on WhatsApp:

• the user enters the order number;
• the system retrieves the status (in preparation, in delivery, delivered);
• AI responds with estimated times and options;
• If the user reports a problem (delay beyond the threshold, allergy, missing item), the request is escalated to an operator with the context already filled in.

This approach reduces average response times and improves satisfaction, because the customer does not have to repeat information.

Automation and integrations: the real multiplier

WhatsApp Business becomes truly scalable when connected to data. For this reason, in 2025, a platform must integrate well with CRM, e-commerce, and marketing tools. The goal is simple: each message must know “who” the customer is and “what” is happening.

Three typical (and very useful) integrations

• CRM: when a lead writes on WhatsApp, the contact is created/updated with tags and deal status.
• E-commerce: trigger on order created, shipped, delivered, returned started.
• Customer care: conversation assignment, SLA, internal notes, handover between departments.

With the Official WhatsApp APIs With SendApp, you can build custom flows and maintain control over deliverability and compliance, without any workarounds.

How to Read Market Reports (Without Getting Distracted by the "Noise")

Industry reports can be a useful compass, but the best choice depends on your use case. In practice, before deciding, clarify:

• Main objective: sales, support, notifications, retention?
• Volumes: how many conversations and how many messages per month?
• TeamWho manages the chats? Marketing, sales, support?
• Implementation timeDo you need to leave in 2 weeks or 3 months?
• Level of automation: just templates and broadcasts or complex workflows with AI?

If your focus is growing results on WhatsApp Business with automations and conversational AI, the priority is not to “have it all”, but to have what is really needed to transform chats into revenue and loyalty, with measurable processes.

Operational Checklist: From 0 to WhatsApp Automation in 7 Steps

1. Map the contact points: website, ads, email, store, after-sales.
2. Define 3 core flows: welcome/qualification, cart recovery or quote, after-sales.
3. Prepare the templates (proactive messages) with short copy and clear CTA.
4. Segment (new, active, inactive, VIP) and set rules.
5. Activate AI for FAQ and qualification, with escalation thresholds.
6. Integrate data (CRM/e-commerce) by context and triggers.
7. Measure: response rate, conversion, average response time, CSAT.

How SendApp can help you

SendApp offers complete solutions to manage WhatsApp Business professionally and efficiently:

• SendApp Official – Official WhatsApp Business API for bulk sending and automation
• SendApp Agent – AI chatbot with integrated ChatGPT for intelligent automatic responses
• Request a free consultation – Talk to an expert to find the ideal solution