In recent years we have seen service providers and businesses turn to WhatsApp as a digital channel for engaging more effectively with customers.

The latest company to head down this route is insurtech aYo Holdings, which has announced that a WhatsApp customer channel will be rolled out in all the African markets that it operates within.

The new functionality is thanks to a recent partnership with Clickatell, which has offered similar services for other businesses like Dis-Chem of late.

“The new channel will allow aYo’s customers to submit documents as part of the claims process and access content like FAQs, videos, voice notes, and brochures using WhatsApp. Eventually, the company plans to build out the channel to the point where customers can sign up for cover and submit claims,” explains aYo Holdings in a press release sent to Hypertext.

“We’re growing rapidly across Africa, and we’re constantly looking for ways to make our customers’ lives better and easier. WhatsApp is widely used in all our markets and offering them this channel will make it easier for customers to sign up for insurance, communicate with us, and upload and submit claims from their mobile phone,” adds Heidi Badenhorst, group head of strategy and special projects at aYo Holding, regarding the newly announced offering.

aYo Holdings, which is owned by telecoms giant MTN, says the new channel is already available in all of its active markets – Uganda, Ghana, Zambia, and Côte d’Ivoire.

“To access the feature, current clients can either click on the WhatsApp link in an SMS, save the country specific WhatsApp number and send Hi, or scan the QR code and then follow Menu options,” the company concludes.