Infobip Case Studies Anghami: Boosting Engagement with WhatsApp Business API

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	Anghami: Boosting Engagement with WhatsApp Business API Infobip

Anghami: Boosting Engagement with WhatsApp Business API

Infobip

Technology Category	Networks & Connectivity - 5G Platform as a Service (PaaS) - Application Development Platforms
Applicable Functions	Product Research & Development
Use Cases	Time Sensitive Networking
Services	System Integration
Challenge	Anghami, the leading digital music platform in the Middle East and North Africa, faced a significant challenge in communicating effectively with its artists. The company used email to inform artists about promotional campaigns and activities, but this method proved to be time-consuming, labor-intensive, and inefficient for tracking and measuring events such as new artist releases, milestone download numbers, and updates on follower and listener numbers. Anghami prides itself on providing a personalized experience and often went the extra mile to contact artists manually via Instagram Direct Messages about their achievements. However, this approach was not sustainable in the long run, and the company was in dire need of a reliable, unified, and efficient communication method to engage with artists. Read More
About Customer	Founded in 2012, Anghami is the number one digital music platform in the Middle East and North Africa, entertaining 70 million music lovers daily. The platform offers subscribers unlimited, ad-free music in high-quality audio on their mobile devices from 10,000 local and international artists. Non-subscribers can also enjoy Anghami for free with in-app advertising. With over 30 million songs to search, stream, download, and share, Anghami boasts the largest music catalog in the region. By the end of 2019, the platform had reached a total of 10 billion streams. Read More
Solution	Anghami turned to Infobip, a company they had previously partnered with for Voice and SMS notifications solutions, for a new communication method. Infobip proposed the WhatsApp Business API, a tool from the world's most popular chat app. This solution was particularly appealing to Anghami as it mirrored recent engagement patterns, which had been shifting from one-sided awareness to more of a conversational nature. In October 2019, Anghami implemented WhatsApp and began reaching out to its artists. The WhatsApp Business API allowed Anghami to engage in two-way communication with its artists, providing a more personalized and efficient way to share updates and track engagement. Read More Log in to view content
Contents

Technology Category

Networks & Connectivity - 5G

Platform as a Service (PaaS) - Application Development Platforms

Applicable Functions

Product Research & Development

Use Cases

Time Sensitive Networking

Services

System Integration

Challenge

Anghami, the leading digital music platform in the Middle East and North Africa, faced a significant challenge in communicating effectively with its artists. The company used email to inform artists about promotional campaigns and activities, but this method proved to be time-consuming, labor-intensive, and inefficient for tracking and measuring events such as new artist releases, milestone download numbers, and updates on follower and listener numbers. Anghami prides itself on providing a personalized experience and often went the extra mile to contact artists manually via Instagram Direct Messages about their achievements. However, this approach was not sustainable in the long run, and the company was in dire need of a reliable, unified, and efficient communication method to engage with artists.

About Customer

Founded in 2012, Anghami is the number one digital music platform in the Middle East and North Africa, entertaining 70 million music lovers daily. The platform offers subscribers unlimited, ad-free music in high-quality audio on their mobile devices from 10,000 local and international artists. Non-subscribers can also enjoy Anghami for free with in-app advertising. With over 30 million songs to search, stream, download, and share, Anghami boasts the largest music catalog in the region. By the end of 2019, the platform had reached a total of 10 billion streams.

Solution

Anghami turned to Infobip, a company they had previously partnered with for Voice and SMS notifications solutions, for a new communication method. Infobip proposed the WhatsApp Business API, a tool from the world's most popular chat app. This solution was particularly appealing to Anghami as it mirrored recent engagement patterns, which had been shifting from one-sided awareness to more of a conversational nature. In October 2019, Anghami implemented WhatsApp and began reaching out to its artists. The WhatsApp Business API allowed Anghami to engage in two-way communication with its artists, providing a more personalized and efficient way to share updates and track engagement.

Impact #1	The implementation of the WhatsApp Business API significantly improved Anghami's artist engagement and made campaigns easier to create and implement. For instance, at the end of 2019, Anghami was able to send each artist their individual musical milestones for the year using WhatsApp's automation features. This was accomplished in just 16 hours through a single channel, a feat that was previously unachievable. The success of this initiative was evident in the 25% engagement rate within the first hour, with many artists sharing their Anghami milestones on social media platforms like Instagram and Facebook. The company plans to further leverage this tool to engage subscribers and other listeners with personalized messages about new music from their favorite artists and popular playlists within the Anghami community.

Impact #1

The implementation of the WhatsApp Business API significantly improved Anghami's artist engagement and made campaigns easier to create and implement. For instance, at the end of 2019, Anghami was able to send each artist their individual musical milestones for the year using WhatsApp's automation features. This was accomplished in just 16 hours through a single channel, a feat that was previously unachievable. The success of this initiative was evident in the 25% engagement rate within the first hour, with many artists sharing their Anghami milestones on social media platforms like Instagram and Facebook. The company plans to further leverage this tool to engage subscribers and other listeners with personalized messages about new music from their favorite artists and popular playlists within the Anghami community.

Benefit #1	265% higher engagement on WhatsApp than email, up from 8.91% to 32.53%
Benefit #2	97% decrease in response time on WhatsApp compared to email: 4.5 minutes instead of 140 minutes
Benefit #3	45% easier to launch campaigns on WhatsApp than email: No Front-End development needed and fewer teams involved (Copy, Design and Back-End)

Benefit #1

265% higher engagement on WhatsApp than email, up from 8.91% to 32.53%

Benefit #2

97% decrease in response time on WhatsApp compared to email: 4.5 minutes instead of 140 minutes

Benefit #3

45% easier to launch campaigns on WhatsApp than email: No Front-End development needed and fewer teams involved (Copy, Design and Back-End)

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Overview

Anghami: Boosting Engagement with WhatsApp Business API

Operational Impact

Quantitative Benefit