Rakuten Viber soars past superapp status with major global updates

• Introduces Business Inbox and a Commercial Account to help improve customer experience and increase brand visibility

Rakuten Viber, the global leader in private and secure messaging and voice-based communication, has announced two major launches worldwide as a new stage in the evolution of brand-user interaction on the app. 

The new offerings include a Business Inbox and a searchable Commercial Account, which will become the next step in Viber’s long-term superapp strategy.

According to research reports, 71% of consumers expect companies to deliver personalised interactions, and 82% of organisations plan to implement a value enhancement strategy to deliver a better customer value through services. With both users and businesses in mind, Viber’s updates are a step toward providing a better customer experience and brand engagement.

Aiming to enhance brand-user communication, Viber introduces Business Inbox globally – a dedicated space for brand-user interactions, accessible directly from an individual’s regular Chats screen. The feature allows for all business messages from official brand accounts to be stored and organised in one folder (such as a bank notification, an order confirmation from a delivery service, a special offer from a store, etc.).  Business Inbox will be activated once the user receives their first business message. For users that have had conversations with businesses in the past, all the chats with businesses will move to Business Inbox automatically once the feature is released. 

Another step towards better customer experience is a new Commercial Account, where users will be able to discover all of the ways to engage with a brand in just one place. It will host all business information, services, and Chats on Viber under a single searchable business entity:

Users can search for these accounts (businesses) proactively by typing the name of the business into Viber’s main search bar. 

Brands will be able to add up to three addresses, a website, a phone number, and a description of up to 1,000 characters to make sure users can find all the information they are looking for.

The new searchable Commercial Accounts will give more power to the users: they will be able to find brands, not just be found, and initiate communication with brands proactively. Commercial Accounts will also improve customer experience: users who want to connect with a business on Viber will be able to choose the channel they prefer and enjoy a mini-website experience within the app. Meanwhile, brands will streamline their communication with customers and create seamless customer experiences. Viber said it will continue to expand the capabilities of Commercial Accounts post-launch, adding more channels of communication to be available at users’ fingertips, more services under a single account, and extended features, including booking, location, calling a business, and more. Later this year the app will introduce more managing opportunities for small and medium businesses.

With Business Inbox and Commercial Account, Viber aims to further increase user safety and trust when engaging with a business. All business messages from verified brands will go to Business Inbox by default, which will be inaccessible for private accounts trying to impersonate a business. A valuable addition is the “blue tick” that helps users identify verified brands. Commercial Accounts will display all business information in one place.

“This milestone update is Viber’s next step as a superapp that acts as a convenient one-stop-shop for all brand-user communications and interactions. It will be the foundation for other superapp features we will gradually introduce to increase the value of the app to the user and expand ways in which brands can connect with their audience,” says Rakuten Viber CEO Ofir Eyal. “More features, more services, and more channels of communication equals more value for users and brands, in fewer steps.”