Interview by 360dialog
We sat down with Nick Blom, the founder and CEO of Conversation24, to explore how his company is using WhatsApp to redefine lead conversion, sales, and customer journeys — all through a performance-driven approach.
Q: Tell us a bit about Conversation24 and your clients.
Nick:
Thanks for having me. I’m Nick, founder of Conversation24, based in the Netherlands. We primarily work with enterprise and large mid-market companies across multiple industries — automotive, HR, insurance — really any sector with significant lead volume.
We’re a WhatsApp Performance Solution. That means we help businesses convert leads using WhatsApp — whether that’s booking appointments, validating leads, or selling subscriptions. Our focus is on the commerce side of WhatsApp, an area where many companies are still just getting started.
Q: What inspired you to start Conversation24?
Nick:
We actually started as a live chat company — those web chat popups you see on websites. One of our first big clients was Under Armour. We handled their European customer service in five languages.
While handling chats, I noticed something odd: over half of the conversations weren’t about returns or support. People were asking about products — what shoes to buy for a marathon, or which yoga pants to get. But at the end of these conversations, our agents would just say, “Have fun ordering.”
It made no sense. In a physical store, you’d bring the customer to the register. So we started integrating payments — first with Adyen — and that evolved into a bigger shift toward WhatsApp. That’s now 90% of what we do.
Q: So WhatsApp is core to your value proposition?
Nick:
Absolutely. Especially in the commerce space, WhatsApp is still a blue ocean. Everyone’s curious. For us, it’s a massive driver of revenue growth.
Q: What made you choose 360dialog as your BSP?
Nick:
We tried a few providers, and each has its pros and cons. But 360dialog stood out for a few reasons:
- The platform is simple and easy to use.
- Their support is excellent — you ask a question, you get a real answer.
- Most importantly, they’re always pushing forward. While many BSPs treat WhatsApp like just another channel, 360dialog is actively exploring what’s next. That mindset matches our own.
Q: How do you keep up with changes from Meta and WhatsApp?
Nick:
You get a lot of updates directly from Meta. 360dialog also helps with timely info — for example, I just got their pricing update newsletter. But the real insights come from working in the space every day and — crucially — from listening to our clients.
Q: How do your clients help shape your product strategy?
Nick:
That’s where everything starts.
Take our work with a major global hearing aid brand. Their goal was to get people in-store for hearing tests. Why? Because 90% of people who fail a test become a customer right away.
Their old system? Leads went into a CRM, then a dialer, and got called 3–5 times to book an appointment. But these are people with hearing problems — calling them makes no sense.
So we connected their CRM to WhatsApp via 360dialog and now follow up every lead within one minute. Result? A 74% conversion rate from lead to appointment.
That came not from reading Meta docs — but by asking the right questions.
Today, we manage 11 touchpoints in their journey: lead validation, reactivation, subscription sales, review collection, and more.
Q: Do you have other examples like that?
Nick:
Definitely. We work with Randstad, one of the largest HR firms in the world. Their old setup had recruiters chasing leads by phone — wasting time and making the job less enjoyable.
We changed that. Now, applicants are validated via WhatsApp and booked directly into recruiters’ calendars. Recruiters now speak only with validated, ready-to-talk candidates. It’s faster and better for everyone.
Another fun one — we’re working with a large theme park. Their goal was to increase visitor revenue. Tickets were usually bought 2–3 weeks in advance, and Fast Lane tickets were too expensive to be impulse-bought during checkout.
But we knew when they were visiting. So now, the day before, we send a WhatsApp message:
“Hi Brenda, it’s going to be 30°C and crowded tomorrow. Want to skip the lines?”
Boom — upsell via WhatsApp. Simple, smart timing.
Q: What new product features are you excited about?
Nick:
WhatsApp Flows are interesting, and obviously the combo of WhatsApp and AI is exciting. But both require the right strategy and training. The tech is great — but human thinking still makes the difference.
Q: If you could wave a magic wand and improve one thing about WhatsApp, what would it be?
Nick:
Integrated payments — without question.
It works in Brazil and India, but in Europe it’s still not there. For simple products like tickets, it’s fine. But for more complex sales, the lack of proper payment integration is a real blocker. When that’s solved, the potential is huge.
Q: What about for 360dialog — what’s one thing you’d improve or like to see more of?
Nick:
They’re on the right track with things like 360pilot, their new measurement tool. It’s early, but promising.
I’d love to see them do even more to educate the market — together with partners. A lot of companies still don’t realize what WhatsApp can really do. I often feel like a missionary spreading the gospel of WhatsApp commerce. 360dialog has a role to play in amplifying that.
Q: Final question — if someone is considering 360dialog as their BSP, what would you say?
Nick:
I’d say go for it. The platform is reliable, the support is solid, and — importantly — they are building for the future. Most BSPs let you send messages, sure. But that’s it.
360dialog is working with us to shape what’s next. We’ve been with them for years, and I know their leadership team well. We talk regularly about market trends, product development, and where this space is heading.
If you want to grow in this space, you want a partner — not just a provider. For us, 360dialog is that partner.
Thanks, Nick!
Want to learn more about how Conversation24 turns WhatsApp into a revenue engine? Visit conversation24.com.
