"If You’re Not Talking to Your Clients, Someone Else Will."
Let’s Start With a Quick Story.
Ravi is an MFD with ₹100 Cr AUM. One day, a long-time client moved half his portfolio to another advisor.
Why?
“They stay in touch more. I feel updated, looked after.”
That’s when it hit Ravi — he had delivered great returns, but forgot one thing: staying visible.
You’re not ghosting your clients like Ravi, are you?
Because in today’s world, no matter how good your work is, if your clients don’t hear from you, they assume you’re not there.
So Ask Yourself: Do You Have a Communication Strategy?
This isn’t just about festive greetings. It’s about:
- Regular updates
- Timely insights
- Proactive nudges
- Showing you care, consistently
This simple habit can boost trust, retention, and referrals.
Let’s Look at the Communication Channels Available
1. Email – Formal, Free…but Fading
Emails are the go-to for most businesses. They’re detailed, professional, and free.
But here’s the problem:
-
- Average open rates for financial services? Just 15-20%.
- Many investors (especially older ones) don’t check email daily.
- Emails often land in promotions or spam folders.
- And designing + sending emails regularly? That takes time and tech know-how.
So while emails look good in theory, in practice — they often go unread.
"Great content means nothing if it’s never opened."
2. SMS – Quick, Cheap, & Completely Ignored
Now, you might think, “Why not just SMS everyone? It costs barely 10 paise!”
But pause and ask yourself:
When was the last time you opened your SMS app willingly?
Chances are, only when you’re expecting an OTP or delivery update.
Your clients are no different, because:
-
- SMS has no branding or visuals.
- Messages are often buried between bank alerts and spam.
- And worst of all — clients don’t generally engage with SMS.
So yes, SMS is cheap. But cheap and invisible? That’s a cost too.
"People use SMS only for OTP, not for messages!"
So, What’s the Best Channel Today?
Let’s make this simple. If you had 50 unread emails, 50 unread SMS, and 50 unread WhatsApp messages, which one would you open first?
Exactly — WhatsApp!
That’s the app we check the most.
And it’s the one app your clients use every single day.
3. WhatsApp – Where Your Clients Actually Listen
People actually read your messages here. No bluff, only facts:
-
- WhatsApp messages have 90%+ open rates
- Feels personal and trustworthy
- Easy to read, easy to reply.
- Rich media support — you can send PDFs, images, videos.
But Here’s the Catch — and Where Most of Us Go Wrong.
You might be tempted to use:
-
- Regular WhatsApp Messenger
- WhatsApp Business App
- A bulk sender tool connected to your phone
Big mistake.
These tools are not built for large-scale, compliant broadcasting.
Sending mass messages from them? Your number can get banned — permanently.
"These shortcuts cost your reputation — and your number."
That’s why you need the official route.
Enter: WhatsApp Business API (WABA)
WABA is the enterprise-grade solution — a communication strategy designed for modern businesses like yours.
It’s:
- Safe
- Scalable
- Fully compliant
- Comes with templates, automation, and analytics
Now, you may have heard — “But WABA is expensive!”
Well… not necessarily.
It’s easy to misunderstand how the pricing works.
So before we call it costly, let’s actually break it down.
WhatsApp’s New Pricing Model: From Sessions to Template Messages
Earlier, WABA (WhatsApp Business API) charged per 24-hour session. In simple words, once a client initiated a conversation, you had a 24-hour window to chat with them without worrying about costs.
However, as of July 1, 2025, the model has changed. Now, charges apply per template message.
So, what exactly is a template message?
Think of it as a pre-written, pre-approved message that gets fired instantly, without you having to type it manually every single time. These are especially useful for automation and campaigns.
Now, let’s break it down with two scenarios:
1. User-Initiated Conversation
Here, the client messages you first. Your 24-hour window starts, during which you can reply manually at no cost.
But if you or your team member responds with a template message, you’ll be charged.
For example:
-
- A client asks for your brochure. You send a pre-written template message. That counts as Charge 1.
- If your message includes a button, and the client clicks it, it triggers another template with details. that becomes Charge 2.
On the other hand, if you reply manually within the window, it’s free.
To simplify:
Charges depend on the type of template.
-
- Utility messages (service updates, SIP reminders, transaction alerts, portfolio statements, etc.) → ~₹0.11 per template.
- Marketing messages (campaigns, new product offers, webinars, etc.) → ~₹0.78 per template.
- Authentication messages (OTP, login verification, etc.) → ~₹0.11 per template
2. Business-Initiated Conversation
This is when you or your team member initiates the chat with a template. The template could be sent manually, sent through a campaign, or triggered through your CRM. Common examples include campaigns, service feedback, appointment reminders, or nudges.
Here, too, you’ll be charged per template message.
To simplify:
-
- You’ll only be charged if you use a template.
- Manual replies within the 24-hour window remain free. (24 hr window will begin if the user replies to your first message)
So, you might ask:
“Why am I paying if WhatsApp still allows free replies in the 24-hour window?”
The answer is: You’re not paying for chatting. You’re paying for what templates enable:
-
- Automation that runs without your constant involvement
- Consistency in how every client is served
- Promptness in replies, no matter the time of day
- Timeliness that keeps you ahead of client expectations
"That’s not an expense, That’s ROI in its purest form."
Final Thought
In today’s world, where attention spans are short and options are many —
Clients choose the advisors who show up.
WhatsApp isn’t just a messaging app. For MFDs, it’s a trust-building, loyalty-generating, relationship-saving tool. Clients need to feel your presence. And WhatsApp is where they’re listening.
But Here’s the Catch—
If you’re only using WhatsApp to send broadcasts, you’re not using WABA to its full potential. You’re paying for a powerful tool — but not getting full value from it.
Because with WABA, you can go beyond one-way messages:
- Send personalised updates
- Trigger automated responses
- Offer real-time support
It’s not just messaging. It’s smart, scalable client engagement.
Coming Up Next:
In the next blog, we’ll talk about how WhatsApp Broadcasting is a game-changer for MFDs/Financial Advisors.
Stay tuned.
