WhatsApp7 min readMay 28, 2026
Your Messaging Strategy Doesn't Have a Technology Problem. It Has an Org Chart Problem.
A new BCG × Meta study put hard numbers on rich messaging — 2x customer lifetime value when deployed across multiple use cases. But the finding that actually matters is buried on page 18, and almost everyone will skim past it. After years building messaging systems in production across African insurance, banking, and telco, here's the uncomfortable truth: your messaging program isn't stuck on technology. It's stuck on your org chart.
Antoine Paillusseau
