South Africa, March 26 -- Dentsu understands that brand discovery, consideration, transaction, and service are now collapsing into a single conversation thread. What is new is not that the chat exists, it is that chat now closes the customer conversion loop.

For millions, WhatsApp is not just a messaging app, it is the internet, the counter, and the customer care line. While other markets are trying to pull consumers back into conversation, Africa never left.

Brands built for browsing are structurally misaligned if decisions are being made in conversation. Funnels designed for clicks, forms, and landing pages are too slow, too distant, and too impersonal. Growth will not come from more impressions; it will come from better conversations...