Customer care effectiveness on the most popular messaging platforms

In 2025, Zalo will be the most widely used platform for users to receive notifications and interact with businesses and brands. This platform records the highest user response rate to notification messages sent by businesses, reaching a conversion rate of up to 87%. At the same time, this is also the platform most preferred by users when businesses plan to send notifications in the future, with a rate of up to 94%.

Survey assesses customer trust and usage of the most popular business messaging platforms.

Meanwhile, two other platforms, Business Apps and Instagram, show that notification messages sent from businesses have significantly lower customer reach but high conversion efficiency at 67% and 38% respectively.

Email remains a trusted communication channel with a 57% conversion rate, but is passive in nature due to its lack of seamless two-way interaction.

Ultimately, SMS, Facebook Messenger, and TikTok haven’t proven to be very effective at converting attention into engagement.

Overview of the effectiveness of popular business messaging platforms today. Source: Adtima .

By age group, Zalo and Viber are preferred by customers aged 28 and above, while Instagram is more popular with the 20-27 age group. Facebook Messenger is most preferred by customers aged 28-34.

In terms of customer interaction purposes, Zalo is mainly prioritized for after-sales services, such as customer support and warranty processing. In contrast, Facebook is used a lot during the purchase stage, including product consultation and viewing promotional offers. Email is still an important channel for customers to update their accounts and send feedback and complaints. Meanwhile, Business Apps and TikTok are both used a lot for product information inquiries and purchase requests. Business Apps are also an important channel for receiving information related to user accounts.

In addition to the above important indicators, in 2025, Zalo will also maintain a high level of customer satisfaction with notification messages from businesses, achieving the highest NPS (Net Promoter Score) when compared to other platforms. At the same time, it will have the lowest rate of dissatisfied customers (detractors).

Customer satisfaction with business messaging platforms. Source: Adtima .

Notably, TikTok saw a sharp increase in its NPS rating, likely due to the growth of TikTok Shop and growing trust among older users in digital activities. Email remained stable in satisfaction, while other platforms such as SMS, Facebook Messenger, and Instagram saw lower satisfaction.

In terms of customer satisfaction across different age groups, Zalo maintained high satisfaction across all age groups, especially the 35-50 group at 69%. Meanwhile, Facebook Messenger and Business Apps showed relatively high NPS among the 28-50 group – the working-age group. Although often associated with younger users, TikTok recorded impressive satisfaction among the 35-50 group at 53%.

In addition to important information on customer interaction effectiveness, Adtima's survey also emphasizes the advantages of the platforms, helping businesses make appropriate implementation decisions.

Specifically, Zalo consolidates its position as the leading platform in promoting brand image, providing the frequency of sending promotional messages suitable for the highest user response rate, especially popular for after-sales services. Meanwhile, Email shows the convenience in managing orders with timely messages and easy-to-understand content. SMS is strictly censored, with appropriate message sending frequency. Finally, Facebook Messenger brings highly personalized content with attractive images and diverse feedback, review and contact channels.

Comment (0)