Messaging is popping up all over customer service teams. WhatsApp, in-app chat, SMS – you name it, someone’s testing it. But here’s the truth: just launching a messaging channel isn’t enough. Doing it well takes some serious thought.

The struggles are real

Everyone’s starting from a different place. Some teams are heavily rooted in voice and are now exploring how to introduce messaging without rocking the boat. That brings up all kinds of questions – do you need a dedicated messaging team, or can voice agents do both? Does messaging get its own space, or sit alongside everything else?

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This article was first published in the 2025 Best Practice Guide - Raising Standards

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