The WhatsApp Effect

ORIGIN STORY

Scaling with WhatsApp: How FreshOnTable Upgraded Communication Using Twilio

In early 2020, we hit a familiar problem. As FreshOnTable scaled its operations across UAE—connecting farms, suppliers, and HORECA clients—our communication systems were lagging behind. Emails were overlooked, SMS was too limited (and expensive), and real-time updates often got lost in the shuffle. But there was one tool nearly everyone used daily—WhatsApp.


Why WhatsApp?

In the UAE, WhatsApp isn’t just a messaging app—it’s the default mode of communication. It’s fast, widely accessible (especially with public/office Wi-Fi), and deeply ingrained in both personal and professional circles. We realized that if we wanted to truly meet our users where they are, this was the channel.


The Transition: From SMS to Rich, Responsive Messaging

We partnered with Twilio to power our WhatsApp Enterprise setup. After getting approval from UAE’s telecom authority and completing verification, we secured our green tick business account, unlocking trusted, secure communication.

This wasn’t just a cosmetic upgrade. Here's what changed:

For Suppliers:

  • Automated purchase order alerts sent via WhatsApp—instantly received and acknowledged.

  • Weekly sales reports and payment updates delivered in rich media (PDFs/URLs).

  • Edits and cancellations to orders were notified without needing to check emails.

  • Opt-out feature built in for flexibility and privacy.

For Customers:

  • Order updates sent in real-time, including:

    • Tracking URLs

    • Delivery schedules

    • VAT invoice PDFs

  • Missing item alerts with reason codes and their account manager’s contact—empowering them to arrange substitutes quickly.

  • Multilingual messages to serve a diverse customer base more effectively.

For Internal Teams:

  • Delivery drivers received WhatsApp nudges whenever a new delivery schedule was pushed to their app.

  • Procurement teams got supplier catalog links with call-to-action buttons—making discovery and sourcing smoother than ever.


Why It Worked

✅ High Visibility: WhatsApp messages get seen. Open rates are dramatically higher than email or SMS.
✅ Lower Cost: Messaging on WhatsApp was cheaper than SMS, especially for high-volume transactional messages.
✅ Better UX: Unlike SMS, we could send clickable links, PDFs, images, and CTAs—resulting in smoother workflows and faster responses.
✅ Secure and Recognizable: Our green-tick verified account gave confidence to recipients that it wasn’t spam or phishing.


What It Says About My Work as a Product Manager

As a product manager, I saw this project as an opportunity to:

  • Build around user behavior, not force new behavior.

  • Reduce friction in communication and shorten response times across the ecosystem.

  • Automate intelligently, improving operations without adding overhead.

  • Champion platforms with scalability and long-term value, not just temporary fixes.


The Takeaway

Adopting WhatsApp Business through Twilio wasn’t just a tech upgrade—it was a cultural alignment. In a market like the UAE, where WhatsApp is the default mode of communication, meeting users where they already are made all the difference. From automating supplier coordination to delivering rich, real-time updates to our B2B clients, WhatsApp became more than a messaging tool—it became a vital business channel.

The shift didn’t just improve communication; it built trust, accelerated operations, and reduced friction across departments. Most importantly, it helped FreshOnTable feel more human, even as we scaled.

Sometimes, innovation isn’t about reinventing the wheel—it’s about choosing the channel that fits the road you're on.