What’s Up with WhatsApp

Inside the Five9 Webinar on Messaging-First CX with Meta 

Customers don’t want more messages from brands. They want better ones. 

That was the throughline of the recent Five9 and CCW webinar, Smarter Conversations, Human Connections: The Power of Five9 + Meta on WhatsApp. The session unpacked how messaging channels — especially WhatsApp — are reshaping customer service expectations, and why Five9 as a Meta Business Solution Provider (BSP) is such a pivotal shift for contact centers focused on The New CX. 

Why messaging is becoming a CX priority 

Digital channels are no longer “nice to have.” They’re becoming equal partners to voice — sometimes even preferred. During the webinar, speakers highlighted a clear trend: customers increasingly expect conversations that feel personal, timely, and connected across channels. 

Messaging delivers on that expectation because it: 

• Meets customers where they already are 

• Supports ongoing conversations, not one-off transactions 

• Makes personalization feel natural, not forced 

This is where hyper-personalization moves from theory to practice. Instead of generic outreach or disconnected handoffs, brands can use messaging to tailor interactions based on context, history, and customer intent — without adding friction. 

For a deeper look at how this shift impacts CX strategy, explore Five9’s perspective on hyper-personalization and its impact on customer experience. 

What it means to be Five9 as a Meta Business Solution Provider (BSP) 

A key announcement from the session: Five9 is now Five9 as a Meta Business Solution Provider (BSP)—a designation that brings direct access to Meta’s APIs and deeper native integration with WhatsApp. 

Why does that matter? 

As Five9 as a Meta Business Solution Provider (BSP), Five9 removes the need for third-party aggregators, enabling: 

• Faster support and issue resolution 

• Tighter alignment with Meta innovation 

• A more unified admin and agent experience 

This direct relationship allows organizations to design messaging experiences that are compliant, scalable, and built directly into the Five9 Intelligent CX Platform — helping teams focus less on managing tools and more on serving customers. 

Conversations, not transactions 

The live demo brought the strategy to life through a real-world scenario. Using WhatsApp, a customer moved seamlessly between: 

• Personalized promotional outreach 

• AI-driven self-service 

• Live agent assistance 

Throughout the interaction, context followed the customer. No repetition. No channel switching friction. Just a continuous conversation. 

This is hyper-personalization in action — using customer data and conversational history to guide each next step. And it’s not limited to one industry. While the demo focused on banking, the same model applies to retail, healthcare, travel, and beyond. 

Empowering agents across channels 

Messaging isn’t just a win for customers. It’s a win for agents, too. 

By combining AI-powered self-service with human support, teams can route routine questions to automation while reserving complex, high-value conversations for live agents. The result is true omnichannel agent empowerment — where agents have full visibility into the customer journey and the tools to respond with confidence. 

Five9 continues to build on this foundation with innovations like AI Agents and AI-assisted summaries that reduce after-interaction work and improve focus. Learn more about how Five9 is advancing this approach in the announcement on Five9 AI Agents and how teams can empower agents through AI-enabled summaries. 

The bigger takeaway 

Messaging isn’t about replacing voice. It’s about expanding what great CX looks like. 

With Five9 as a Meta Business Solution Provider (BSP), organizations can build messaging experiences that feel personal, connected, and consistent — while supporting agents with better context and smarter workflows. It’s a practical step toward The New CX: one where AI and people work together to create experiences customers actually value. 

Want to see it in action? 

Watch the webinar on-demand to explore how Five9 and Meta are redefining customer conversations through WhatsApp.