For the time being, WhatsApp is limiting the rollout of its business API to select brands. Some hoteliers are using this an excuse to delay the implementation of guest messaging, but that will leave them scrambling to put things into place when the API comes available.

WhatsApp is not the only important player: Data shows that many users have more than one messaging app installed on their phones, for example, Messenger and WhatsApp, or WhatsApp and Viber, and phones also still come with SMS pre-installed.