Last week, the 30th edition of Futurecom took place. The event, which brought together more than 30,000 professionals, 300 exhibiting brands, and hundreds of speakers in São Paulo, promoted discussions about connectivity and innovation in Latin America.

Our team was present, exploring new technologies, talking to managers, and bringing what we do best: conversational intelligence, monitoring, and performance in corporate WhatsApp, with two new features/products for the audience. We conducted the pre-launch of Zapper Desk and Zapper Flow, solutions that organize and facilitate the creation of message flows, campaigns, and result measurement.

Held on October 6, 7, and 8, the fair provided crucial insights into the trends that will shape the paths of digital transformation, governance, and cybersecurity, in addition, of course, to the challenges posed by hyperconnectivity and the search for a 4.0 society, the interactions between the public and private sectors in an increasingly digitally permeated world.

We asked our team how it was to be at the event and the main lessons they gathered; you can check their responses, along with an overview of our tool's new features, in the following article.

Innovation is a continuous process:

There is still room and demand for solutions that address practical challenges of everyday corporate life, even amidst so many emerging technologies. Therefore, it is essential to be close to the major players, professionals, and the public in general, whether at events like this or on social media and other contact points, it is necessary to listen to the real pain points of the market to produce increasingly relevant solutions that meet true needs and promote performance. As our CEO, Frederico Groth, said:

On the other hand, these three days have only reinforced much of what we hear every day from the largest companies in Brazil: corporate WhatsApp is a strategic priority, but also a latent pain for most companies.

The challenges are still the same: lack of control, excess needs

What we heard most were challenges related to a lack of control and visibility over what happens within corporate WhatsApp, especially in sales, customer service, and relationship teams.  Most companies operate WhatsApp in a decentralized manner. Each employee uses their own account, without management having visibility over volume, quality, or risks in conversations. This compromises both performance and security, comments Felipe Machado, Head of Sales at Zapper.

Another strong point was the search for greater performance and productivity, with companies wanting to measure indicators, track conversation volume, and optimize team reach. Sales and customer service teams want and need indicators. How many conversations have been initiated? How is customer service? Which employees are performing better? Without these metrics, there is no effective management.

And, without a doubt, security emerged as a priority. Companies want to ensure that sensitive information is not shared inappropriately, that behavioral deviations are identified quickly, and that there is traceability in case of audits or legal processes.

We can see that companies are ready to evolve and the path to growth is to transform WhatsApp from "just a communication channel" into a strategic, secure, and measurable environment. Zapper is leading this movement, says Felipe Machado.

Transforming data into strategic decisions: the use of AI in all stages of the process

Much talked about at Futurecom, AI must take the lead in assisting each stage of the sales funnel, performing pre-service, and aiding in strategic decision-making, expediting the entire sales and service flow of companies.

According to our Inside Sales, Bruno Leite, Zapper can already utilize AI at the top of the funnel as an aid in strategic decision-making and continues to work tirelessly to have it present at all stages of the process. From initial service to remarketing processes, everything is monitored by AI.

Panorama Latam: WhatsApp is still underutilized as a strategic tool

We realized that companies in Latin America, like Brazilian ones, still face challenges in managing and scaling this channel, comments Guillermo Moane, our LATAM Sales Representative. Despite adoption, especially in sales and customer service teams, most companies still use WhatsApp in a decentralized way, with each employee operating individually. This leads to a lack of visibility over what happens at the point of contact, making performance management and customer journey tracking difficult.

What can we expect from the future?

Being at Futurecom was undoubtedly another step towards everything we have been building over the years. Innovation in communication to generate scalable, secure, and intelligent performance. Being able to introduce two new features in our ecosystem in a space like this confirms Zapper's leadership in this movement of transforming the use of corporate WhatsApp in Brazil and Latin America. But, after all, what are Zapper Desk and Zapper Flow?

Zapper Desk: corporate WhatsApp directly on the platform

The Zapper Desk brings corporate WhatsApp into Zapper, allowing monitored agents to converse and operate directly on the platform. This way, employees benefit from:

• Integrated AI that suggests responses, predicts risks, and increases productivity

• Unified interface for managing multiple conversations

• Real-time performance metrics and tracking

• Security and governance without compromising team autonomy

Zapper Flow: intelligent orchestration of mass communication

The Zapper Flow is a mass communication orchestrator that combines agent numbers and official WhatsApp APIs to create intelligent, automated flows. The solution is applicable to:

• Marketing: content drips and segmented campaigns

• Billing: structured and automated communication

• Support: scalable service flows

• Relationship: nurturing and engaging customers

With Zapper Flow, companies can scale their communications without losing control, personalization, or compliance.

Why Zapper is essential in the corporate ecosystem

Zapper positions itself as the bridge between performance and governance on WhatsApp. While the market still treats WhatsApp merely as a communication tool, we transform this channel into a strategic, secure, and measurable environment.

Our three pillars, Monitoring, Storage, and Intelligence, address end-to-end the main pain points that companies of all sizes face when using WhatsApp corporately:

✅ Monitoring: total visibility over all conversations, with intelligent alerts and real-time risk detection

✅ Secure storage: all messages, media, and documents stored in the cloud, ensuring traceability and compliance

✅ Conversational intelligence: qualitative data analysis, actionable insights, and AI support for decision-making

The future of corporate WhatsApp starts now

Futurecom 2025 made it clear that digital transformation is no longer a trend; it is a reality. Companies that do not manage their communication channels, extract intelligence from their interactions, and ensure security in every conversation will be at a competitive disadvantage.

WhatsApp, as the main customer relationship channel in Brazil and Latin America, needs to be treated with the same seriousness and structure as any other strategic asset of the company.

The good news? Solutions already exist. And companies that are adopting monitoring, analysis, and conversational intelligence are leading this movement.

Want to know how Zapper can transform the way your company uses WhatsApp?

Talk to our team and discover how monitoring, intelligence, and performance can coexist in your most important communication channel.