If you’re a UK retailer, chances are at least one of your store associates is messaging customers on their personal WhatsApp. Probably more than one. It’s quick, easy, and it works.

But here’s the problem: that approach might be good for conversions—but it’s terrible for compliance. And in 2025, with customer data under more scrutiny than ever, personal WhatsApp is starting to feel a little... risky.

We get why brands love it. We just think there’s a better way.

WhatsApp is one of the most-used apps in the UK, full stop. Your customers live there. They use it to message their friends, plan their weekends, and yes — hear from their favorite brands. But when WhatsApp is used on personal devices, it opens the door to a whole host of issues:

• No visibility or control: Customer conversations are invisible to HQ. You can’t monitor, manage, or secure customer data shared in chats.
• No customer consent tracking: GDPR requires clear consent and data handling policies. Personal WhatsApp accounts bypass this entirely.
• No audit trail: You can’t report on what’s being sent, who’s being contacted, or how customer data is used.
• Risk of misuse: Staff turnover or improper use can expose brands to data leaks and reputational harm.

More than just a compliance issue, it’s a brand risk!

Enter: WhatsApp for Business, the compliant version of the app that actually wants you to market to your customers. When you use it through a platform like Endear, you get all the benefits of WhatsApp (fast replies, high engagement, real connection) without the legal grey area.

When integrated into a clienteling or retail CRM like Endear, WhatsApp for Business becomes even more powerful.

With Endear’s WhatsApp integration, you can:

• Initiate compliant, proactive WhatsApp conversations using Meta-approved templates
• Schedule WhatsApp campaigns to send appointment reminders, product drops, or promotions
• Track every customer interaction in one place—alongside purchase history and other outreach
• Maintain full GDPR compliance with message opt-ins and team-level visibility

Forward-thinking brands are already ditching personal WhatsApp accounts and switching to centralized, compliant systems. Why?

Because with it, they can:

• Reach VIP customers in real-time, without worrying about deliverability
• Scale their most effective messages across all store locations
• Give associates the tools to follow up confidently, while keeping data protected
• Send personalized campaigns through WhatsApp, just like they would email or SMS

Whether it’s a high-touch follow-up after a styling appointment or a broadcast campaign to drive foot traffic during a sale, WhatsApp for Business helps retailers meet customers where they are without breaking the rules.