Interview by 360dialog
We sat down with Nick Blom, the founder and CEO of Conversation24, to explore how his company is reshaping digital commerce by turning WhatsApp into a true performance channel. From selling subscriptions to reactivating leads and booking appointments — all without fixed fees — this is how one company is driving results through innovation, speed, and strategy.
Let’s start with the basics. Who are you and what does Conversation24 do?
Nick:
Thanks for having me. I’m Nick Blom, founder and CEO of Conversation24. We’re based in the Netherlands but work across Europe and beyond. Our clients are mostly enterprise or large mid-market companies in verticals like automotive, HR, insurance, finance, and healthcare — essentially any industry with high-value transactions and large volumes.
We’re what I call a WhatsApp Performance Solution. That means we don’t just provide software or a messaging channel — we deliver outcomes. Whether that’s booking appointments, validating leads, selling subscriptions, or reactivating old customers — we’re entirely performance-based. Clients only pay when we convert.
What made you start the company? Was there a defining moment?
Nick:
We actually started out in traditional live chat — those chat bubbles you see on websites. One of our early clients was Under Armour, and we handled their entire European customer service in five languages.
While reviewing the data, I noticed something strange. A huge portion of conversations weren’t about customer support at all — they were about buying decisions. Someone would say, “I’m training for a marathon, which shoe should I pick?” or “I’m doing yoga, what pants do I need?”
But at the end of the chat, our agents would say, “Good luck ordering.”
That made no sense. In a store, a salesperson would walk you to the register. That’s when I realized: this could be a revenue channel, not just a support tool.
We started experimenting with embedded payments, starting with Adyen. And over time, we transitioned from webchat to WhatsApp — which had better open rates, greater reach, and a lot more commercial potential.
Now, 90% of our business is built around WhatsApp.
So WhatsApp is central to your entire business model?
Nick:
Absolutely. Especially the commerce side of WhatsApp, which is still incredibly underused. Everyone wants to talk about it — but few companies have really figured out how to use it for actual revenue.
For us, it’s not just a support channel. It’s where we do real business.
You’ve been working with 360dialog as your BSP. Why did you choose them?
Nick:
We tested several BSPs in the beginning — each one has its strengths. But we stuck with 360dialog for three main reasons:
- Ease of use – the platform is straightforward, stable, and fast to implement.
- Excellent support – when we have a question, we get clear, timely answers. That’s rare.
- Vision – this is the big one. Most BSPs treat WhatsApp as just “channel number 14” — another checkbox. 360dialog sees what’s next. They’re actively exploring where WhatsApp can go and how partners can grow with it. That’s the kind of partner we want.
How do you stay up to date with WhatsApp and Meta developments?
Nick:
You get updates from Meta and newsletters from 360dialog — pricing updates, feature launches, etc. But those only go so far.
The real learning comes from clients. They tell us their goals, their friction points, and what their customer journeys look like. That’s where the most actionable insights come from.
Can you share an example where listening to a client led to a breakthrough solution?
Nick:
Absolutely. One of our biggest success stories is with a global hearing aid brand. They told us: “We want people to book in-store hearing tests, because 90% of people who fail the test become customers on the spot.”
Totally logical.
So I asked, “What’s your current process?”
They said: “We generate 1,000 leads per week. They go into the CRM, then into a dialer, and we call them 3–5 times to try to book the appointment.”
I looked at them and said: “You’re calling people with hearing problems?”
He laughed — but it was a serious issue.
So we connected their CRM to WhatsApp via 360dialog. Now, we follow up every new lead within 60 seconds, via WhatsApp.
Conversion rate from lead to appointment? 74%.
That’s not something you discover reading a whitepaper. That’s what happens when you truly understand your client’s context and act fast.
That one use case seems to have grown a lot.
Nick:
Yes — we now manage 11 distinct touchpoints in that customer journey. We’re:
- Following up new leads
- Validating data
- Reactivating dormant contacts
- Selling subscriptions
- Collecting reviews
- And more
Once you prove value at one point in the funnel, clients quickly ask: “Can you also help us with…” And the answer is usually: yes, if it drives performance.
Any other notable examples from other industries?
Nick:
Definitely. Take Randstad, one of the world’s largest HR and staffing firms.
Traditionally, when a candidate applied, a recruiter would try to reach them by phone. That makes no sense today. People don’t pick up. Recruiters waste time dialing. It slows everything down.
We implemented WhatsApp validation and scheduling. Now, candidates are screened automatically and invited to book a call if they qualify. Recruiters only speak to motivated, qualified candidates. Huge efficiency gains — and happier recruiters.
You also mentioned working with a theme park — tell us more.
Nick:
Yes. The business goal was clear: increase per-visitor revenue.
We mapped out the visitor journey. Most guests buy their tickets online, 2–3 weeks in advance. They see Fast Lane tickets during checkout — but they’re expensive, so most skip them.
But here’s the insight: we know exactly when they’re visiting.
So the day before their visit, we send them a WhatsApp message:
“Hi Brenda, it’s going to be 30°C and crowded tomorrow. Want to skip the lines? Here’s how.”
Boom. Perfect context, perfect timing, no ad spend.
That’s the power of behavioral reactivation inside WhatsApp.
What are some new WhatsApp features or trends you’re excited about?
Nick:
I’m definitely excited about WhatsApp Flows, especially when combined with AI. Those allow you to build guided conversations, automate lead handling, and personalize the user experience.
But — and this is important — automation only works if you know what works manually. We start every new use case with live agents. We A/B test tone of voice, timing, and scripts. Once we see the winners, we automate — not before.
If you could instantly improve one thing about WhatsApp, what would it be?
Nick:
Easy: native payment integration in Europe.
It works in Brazil and India, but here it’s still fragmented. That’s a huge blocker. People expect seamless checkout, and if there’s friction, they’ll drop off.
Until Meta provides full integration — contact data, address fields, proper UI — it’s hard to scale commerce in high-AOV verticals. But once that’s unlocked? The opportunity is massive.
Same question for 360dialog — what would you like to see improved or expanded?
Nick:
They’ve just launched 360pilot, which is promising — a step toward more visibility into campaign performance.
But what I’d love to see more of is market education. Most brands still don’t understand what WhatsApp is capable of. They think it’s a support tool — maybe a notification channel at best.
I often feel like a missionary explaining, “Here’s what’s possible, and here’s how to do it well.” If 360dialog can scale that education, especially together with partners, it would accelerate adoption across industries.
Last question — if someone is considering 360dialog as their BSP, what would you tell them?
Nick:
I’d say: go for it.
It’s stable, fast, well-supported, and forward-thinking. Most BSPs let you send messages, sure — but they don’t help you grow. 360dialog does.
We’ve been with them for years. We know their CEO, CTO, and product team. We talk often about where the market is going and how we can push it forward together.
If you want to treat WhatsApp as a strategic growth channel, not just another inbox — 360dialog is the right partner.
Want to see how WhatsApp can power your sales, leads, and growth — with zero risk? Visit conversation24.com
Or explore how 360dialog helps partners unlock the full potential of the WhatsApp Business Platform.
