Lesson Booking via WhatsApp
Fluency’s traditional booking flow required multiple steps and was not optimized for mobile devices, creating a high cognitive load that often became a friction point in the student journey. Many students struggled to keep track of scheduling and reminders, which led to missed sessions and underutilization of purchased credits.
In parallel, WhatsApp has become the most widely used messaging app in Brazil, with over 93% of internet users relying on it daily for communication and services (source: Greenbook, 2025). We saw an opportunity to integrate booking into WhatsApp to make the process faster, more intuitive, and fully aligned with students’ habits.
Results
In the pilot carried out in November 2024 with 9 participants, 88.8% started the booking process and 55.5% successfully scheduled at least one lesson through WhatsApp. Among those, 40% continued booking in the following weeks. These results showed clear potential to lower technological barriers and encourage more consistent engagement among students.
What We Did
The idea was originally created in a tech team hackathon and then refined to better match students’ scheduling preferences. The final solution enabled students to view available time slots and confirm bookings in just a few messages, without needing to log into the platform. Automatic reminders were also implemented to encourage credit usage and reduce no-shows.
Next Steps
Early results showed strong potential, and the project is slated for future implementation with improvements based on pilot feedback.