PROLIM and Salesforce Enable Smarter WhatsApp Marketing Automation for a Leading Fintech Company

Our client is a leading digital financial services provider serving millions of customers through a broad portfolio of personal loans, credit lines, and financial management tools. Through its technology-driven platform, the company helps individuals access fast, convenient, and secure financial services while delivering a seamless digital experience. With a large and growing customer base, the organization uses high-volume, multi-channel lifecycle communications across WhatsApp and email. This helps to support customer acquisition, loan journey engagement, repayment communications, retention initiatives, and personalized cross-sell campaigns.

Our client faced challenges in managing high-volume customer communications across WhatsApp and email channels. As customer engagement needs expanded, the existing ecosystem of JARVIS and multiple tools like Karix and Gupshup created operational inefficiencies, limited visibility into campaign optimization, and the need for WhatsApp marketing automation.

• Fragmented WhatsApp Operations – Customer communications were distributed across Karix, Gupshup, and JARVIS, resulting in siloed campaign management and reporting.
• Decentralized Template Management – Creating and deploying WhatsApp templates required coordination across multiple systems, slowing campaign execution.
• Limited Engagement Analytics – WhatsApp delivery, open, and click-through data were not centrally tracked, reducing campaign performance visibility.
• Disconnected Channel Experiences – Email and WhatsApp campaigns operated independently, making it difficult to maintain a consistent customer journey.
• Complex JARVIS Integrations – Connecting marketing campaigns to JARVIS required manual data handoffs for each new use case. There was no standardized, real-time integration layer between the marketing platform and the backend, leading to delayed campaign execution.

To modernize customer communications and WhatsApp marketing automation, PROLIM implemented a unified engagement platform on Salesforce Marketing Cloud (SFMC), bringing together WhatsApp, email, customer data, and analytics into a centralized ecosystem. The solution streamlined communication management, enhanced campaign optimization, and enabled real-time visibility across customer engagement channels. 

• Unified WhatsApp Communication Hub 

Our team consolidated WhatsApp numbers from multiple BSPs, including Karix and Gupshup, into Salesforce Marketing Cloud, creating a single platform for managing outbound customer messaging. This customer data integration simplified campaign operations, and SFMC segmentation tool enable targeting based on loan stage, repayment behavior, and app engagement. 

• Real-Time JARVIS and SFMC Connectivity 

PROLIM established a seamless API-based integration between JARVIS and Salesforce Marketing Cloud to enable continuous synchronization of customer and campaign data. This integration supports event-driven marketing activities, automated campaign triggers, and real-time coordination between backend business processes and customer engagement programs. 

• Self-Service WhatsApp Template Management 

A custom Cloud Page-based solution was developed within SFMC to give the marketing team greater control over WhatsApp template creation and administration. The solution enables users to create, update, test, and manage templates independently, significantly reducing campaign deployment timelines. 

• Automated Customer Lifecycle Email Programs 

Using Salesforce Marketing Cloud Journey Builder, we designed and deployed automated email journeys aligned to key customer lifecycle stages. These journeys support onboarding communications, application follow-ups, repayment reminders, customer reactivation initiatives, and targeted cross-sell campaigns. 

• Real-Time WhatsApp Performance Analytics 

To improve campaign measurement and optimization, Salesforce Marketing Cloud was configured to capture WhatsApp engagement events, including message deliveries, opens, and click-through activity. These engagement metrics are automatically transmitted to the client’s AWS analytics environment, providing actionable performance insights. 

• Intelligent Audience Segmentation in SFMC 

PROLIM implemented Salesforce Marketing Cloud’s native audience segmentation capabilities to enable highly targeted WhatsApp and email campaigns. Customer communications can now be personalized based on factors like loan lifecycle stage, repayment behavior, and engagement history, improving campaign relevance and effectiveness.

The Salesforce Marketing Cloud implementation helped the client achieve measurable improvements in campaign performance, operational efficiency, and WhatsApp marketing automation.

17% Increase in WhatsApp Delivery Rates – WhatsApp reach improved from 61% to 78%, driven by centralized channel management and the elimination of fragmented BSP operations.

95% Faster Campaign Launches – WhatsApp template deployment times were reduced from 4–5 days to less than 4 hours, enabling the marketing team to respond to customer events faster.

Real-Time Campaign Performance Visibility – Integration with AWS eliminated the previous 24–48 hour reporting delay, providing same-day access to WhatsApp engagement metrics.

83% Reduction in Duplicate Communications – Duplicate customer messages decreased from approximately 12% to below 2%, improving communication relevance.