More often than not, users turn a digital service into something other than what it was planned for. In Brazil, WhatsApp has been employed as much more than just another messaging app. Users have appropriated it to serve as everything from an ecommerce solution to a CRM service application.

This talk will focus on how and why everyone - from government agencies to small businesses - is using WhatsApp as the chosen platform to manage relationships and transactions with users, why it matters and why this represents a bigger shift in the way we interact and do business online.