Cape Town, South Africa – With over 250,000 new mobile apps launched annually across Apple and Google’s app stores, and businesses continuing to push customers to download apps for single-use transactions, the proliferation of ‘app fatigue’ is pushing customers further away, drowning sales conversions.
While the average smartphone user only interacts with nine apps a day, research by Data.ai and SimilarWeb’s 2024 State of Mobile Usage Report indicate that most of that attention is concentrated in just two or three apps, one of which is almost always WhatsApp. In South Africa, WhatsApp retains dominant, with penetration rates exceeding 93% and users spending over 38 minutes a day on the platform.
“Yet despite these customer habits, businesses continue to pour resources into building standalone apps that few people download, and many delete after a single use. Instead of resulting in increased sales, app fatigue is fueled, creating more customer disillusionment,” says Jonathan Elcock, Co-founder and CEO at Rather.chat.
“In a mobile-first country – where data is costly and entry level smartphones are widely used – forcing users to download yet another app in their storage-limited devices, for a simple one-time task is not just inefficient, but also tone-deaf,” Elcock adds.
The reality is clear: a new behavioural economy is being driven by consumers who seek convenience, conversation, and contextual relevance. And at the centre of this shift are WhatsApp smartbots.
“These AI-powered bots, integrated directly into WhatsApp, eliminate the need for downloads, logins, or clunky interfaces. They offer seamless user journeys within the same app consumers already use daily. Consider something as basic as buying concert tickets. Traditionally, this means downloading an app, signing up, verifying details, searching for the event, and navigating an unfamiliar UI. For users with low-end devices or limited digital literacy, this creates a barrier instead of a service,” comments Elcock.
“Smartbots simplify this process entirely. In under two minutes, a customer can explore options, make a selection, and complete payment, all within WhatsApp, and all through a conversational interface. But the real value goes deeper. Unlike traditional mobile apps, which operate as closed systems, WhatsApp smartbots provide businesses with visibility into insightful real-time user behaviour. Every pause, rephrased question, or drop-off becomes golden data that businesses can leverage to improve services, build trust, and personalise the experience, while boosting conversion rates,” Elcock clarifies.
This is especially powerful in sectors like financial services. Banks and loan providers using WhatsApp smartbots can prequalify users, handle KYC (know your customer) processes, and manage documents – all while gaining insight into customer needs and behaviour. Over time, the system becomes more personalised, efficient, and effective.
“In a country characterised by economic pressure and low consumer trust, smartbots are a bridge to digital inclusion. They reduce barriers for smartphone-reliant but app-averse users and create opportunities for deeper, ongoing customer relationships.”
This isn’t a call to abandon all mobile apps. Native apps still have a place when high-frequency, complex functionality is required. But for single-use interactions and simple service queries, smartbots are proving far more relevant and effective.
“The future belongs to businesses that stop fighting for space on home screens and start earning space in people’s daily conversations. In a world drowning in apps, conversation isn’t just king, it’s conversion,” Elcock concluded.
