The Total Economic Impact of charles: 249% ROI

In a new total economic impact (TEI) study, charles was found to deliver 249% ROI, boost engagement by 550%, and increase click-to-conversion rates by 267%

With WhatsApp emerging as a pivotal marketing channel for businesses in 2025, the Total Economic Impact™ (TEI) study by Forrester Consulting, commissioned by charles, aims to look at the measurable and unquantifiable value of charles as a WhatsApp platform.

The study examines the potential return on investment (ROI) that enterprises may realize by deploying charles. The purpose of this study is to provide readers with a framework to evaluate the potential financial impact of charles on their organizations. To carry out this study, Forrester interviewed an anonymous charles customer. The interviewee’s company is a fast-growing online fashion retailer headquartered in Europe and operating in 26 countries. 

The Forrester TEI study found that implementing charles’ WhatsApp marketing platform delivered a significant 249% return on investment (ROI) with a net present value (NPV) of €820,000 over three years.

A European fashion retailer noted higher click-through rates and more engaged customers moving into their sales funnel after implementing charles. The automation capabilities, combined with personalized product recommendations, reactivated dormant users and encouraged repeat interactions.

Additionally, the business saw payback in under six months; highlighting charles as a cost-effective solution for scaling its conversational commerce strategies.

The study quantified benefits in four key areas: improved engagement, higher conversion rates, cost savings, and subscriber growth. It also captured the unquantified advantages of charles’ platform, such as seamless integrations, intuitive usability, and GDPR compliance.

We share some extracts from the study here:

introduction

To better understand the benefits, costs, and risks associated with this investment, Forrester interviewed the representative of a prominent fashion and apparel retailer who has experience using charles. Forrester used this experience to project a three-year financial analysis.

Prior to using charles, the interviewee noted how their organization was using a legacy instant messaging platform solution which could not meet their need to execute large marketing and sales campaigns, leaving them with low-quality audience reach and system downtime issues. These limitations led to the inability to convert generated audiences, resulting in dissatisfied customers and less transactions.

After the investment in charles, the interviewee’s organization was able to effectively accomplish large marketing campaigns via WhatsApp. Key results from the investment include improved engagement with customers, higher conversion rates, and increased subscriber growth; thus driving higher returns on marketing campaigns.

Key findings

• Improved customer engagement by 550%
  The introduction of charles allows the interviewee’s organization to automate WhatsApp marketing conversations and personalize WhatsApp messages to cater to the unique preferences and shopping behavior of their customers. To enhance customer engagement, charles enabled the implementation of creative, gamified, and interactive direct messaging campaigns, resulting in a 550% engagement rate increase worth €150,000.
• Increased click-to-conversion rates by 267%
  After engaging with marketing content delivered through automated WhatsApp conversations, customers convert at a higher rate compared to the legacy instant messaging solution. charles offers software features for personalized messaging, and their success team’s support has increased the click-to-conversion rate from 3.3% to 12.2%, resulting in an incremental operating profit of €422,000.
• Cost savings from decommissioning the legacy solution, worth €221,000
  The retirement of the legacy solution results in an improved and reliable WhatsApp marketing campaign execution without any system downtime. Additionally, the interviewee’s organization no longer requires vendor support to handle frequent software bugs.
• Subscriber growth driving €355,000 of incremental revenue
  Following the implementation of charles, the interviewee’s organization experienced a rise in additional WhatsApp subscribers. This growth is driven by a combination of factors, including charles WhatsApp-native features that facilitate subscriber collection, the creative success support that devised new strategies to accelerate this process, and the platform’s performance stability. The significant improvements in performance and stability led to the decision to double down on the channel and prioritize it further, resulting in incremental operating profit of €355,000.

charles factors that influence success

1. Personalized messaging at scale
   By automating event-driven WhatsApp conversations, charles helps businesses send the right message at the right time, tailored to each customer’s preferences and behaviors.
2. Creative campaign formats
   Leveraging features like gamified interactive messaging and dynamic content, charles helps brands stand out in crowded inboxes. Quizzes, games, and exclusive offers foster a sense of fun, enhancing the brand’s image beyond being “just a discount shop.”
3. Dedicated support
   charles’ expert success managers work closely with clients to optimize audience segmentation and A/B testing, ensuring higher engagement and refining strategies over time.
4. Dynamic sales campaigns
   charles facilitates promotional efforts, such as delivering discount codes and early access offers accurately and at scale.
5. Behavior-based journeys
   Automated workflows guide customers along their buying journey, whether it’s following up on an abandoned cart or cross-selling related products.
6. Asynchronous conversations
   The ongoing nature of WhatsApp messaging strengthens customer relationships, providing a seamless experience that builds trust and drives sales.

Cost savings: decommissioning legacy systems

Switching to charles allowed businesses to save €221,000 over three years by decommissioning legacy instant messaging platforms. These older solutions were often plagued by system downtime, high maintenance costs, and limited scalability.

Key efficiency gains:

• Reliable performance
  charles’ robust WhatsApp Business API ensured reliable delivery, even during high-volume campaigns.
• Reduced vendor support needs
  Simplified campaign management reduced dependency on external vendors, further cutting costs.
• Streamlined maintenance
  With an intuitive interface, CRM managers could handle maintenance tasks internally; saving valuable time and resources.

Accelerating subscriber growth

The TEI study highlighted how charles helped brands grow their WhatsApp subscriber base, contributing an additional €355,000 in incremental profit over three years. Native tools like pop-ups and chat bubbles enabled seamless onboarding, while influencer collaborations and exclusive WhatsApp-only content attracted new customers.

Key strategies for subscriber growth:

1. Incentivized sign-ups
   Discount codes and special offers encouraged customers to subscribe via WhatsApp.
2. Omnichannel synergies
   charles directed leads from other channels into WhatsApp; centralizing communication.
3. Targeted campaigns
   Seasonal promotions, such as Black Friday and UEFA EURO 2024 campaigns, drove new subscriber acquisition while boosting engagement and sales.

Beyond the numbers: unquantified benefits

Alongside financial gains, the TEI study found that charles offers several critical advantages to enhance marketing efficiency and customer experience:

1. Expert support for scaling

As a pioneer in conversational commerce, charles provides tailored guidance to help customers navigate the complexities of WhatsApp marketing. This expertise minimizes pitfalls, enabling businesses to scale confidently.

2. Ease of use

• User-friendly interface
  The intuitive platform allows marketers to design campaigns without coding expertise.
• Streamlined journey builder
  Templates make it easy to automate customer journeys, such as welcome messages or follow-ups.

3. Seamless integration

charles integrates effortlessly with e-commerce platforms, CRM tools, and analytics systems. These connections enable a unified marketing approach, ensuring the right message reaches the right customer through the right channel.

4. Automation capabilities

Automated workflows eliminate manual processes, freeing up teams to focus on strategic initiatives.

5. GDPR compliance

As a Europe-based platform, charles has deep GDPR understanding and helps ensure businesses remain compliant with data protection regulations, safeguarding customer trust, and mitigating legal risks. See more about WhatsApp and GDPR.

Download a copy

We believe the Forrester TEI study underscores charles as a transformative platform for e-commerce brands looking to enhance customer engagement, drive sales, and streamline operations through WhatsApp. With an ROI of 249% and a wealth of unquantified benefits, charles represents a strategic investment in the future of conversational commerce.

About TEI

Total Economic Impact is a methodology developed by Forrester Research that enhances a company’s technology decision-making processes and assists vendors in communicating the value proposition of their products and services to clients. The TEI methodology helps companies demonstrate, justify, and realize the tangible value of IT initiatives to both senior management and other key business stakeholders.