How Happybrush uses personalized WhatsApp services to build up a community of brand lovers

Learn what steps the fast growing startup took to connect with customers, making it easy for them to reorder and stay in contact with the brand

Happy Brush Picture

Theresa Bruns, Head of Customer Care


reduced response time for product related technical issues


increased traffic on WhatsApp with Chat Bubble


community perception

“Our community can now easily chat with us via WhatsApp. Communication feels natural - like writing with friends.”

Challenge Icon Challenge

Happybrush is a young startup that wants to revolutionize the toothbrush market with its sustainable and social mission, technical benefits and attractive designs. Communicating those benefits to customers in a very personal way is crucial and has a huge value for them. Before approaching Charles, happybrush used inbound communication (via phone hotline, email service and social media) and outbound efforts via social media campaigns, influencer marketing and email newsletters to engage with their customers. As a high-paced startup, it’s not always possible to answer service tickets in a matter of minutes, and happybrush needed a way to maintain close and reliable communication withtheir customers. However, their phone and email communication channels are not native channels for their target group (18-39 years), while LiveChat on its website lacked the ability to sustain long-term customer relationships.

chart-network Goals

To unlock the full potential of Customer Support, happybrush set out to build a lasting community and create fans, not customers. However, they still wanted to be able to scale their Customer Care, all while not having to decrease the amount of personalization. It should be as easy and frictionless as possible for customers to reorder or address issues and get fast, helpful replies in a format that they’re used to.

route Results

WhatsApp gives happybrush the ability to combine the advantages of the brand's existing communication channels into a demographic-friendly means of staying in touch. Whatsapp enables direct access to its customers on an informal, yet personal, level while allowing ample time to send responses. It helped happybrush build up customer relationships while keeping chat history in one easily accessible place. And best of all, WhatsApp/Charles was easy to integrate into the company's daily customer support workflow, which motivated its service agents. Happybrush also implemented a chat bubble, which lead to a significant shift of traffic away from phone center and email and into chat. The ease in which customers can now send photos, videos and voice memos to the brand also greatly increased customer satisfcation. While the volume of happy customers increased, time and resources on the brand's side remained unaffected: happybrush's support team was able to avoid additional time spent on service tickets while increasing the possiblity to generate automated responses for frequently asked questions.

edit How they did it:

Implementing the Charles Bubble

Chat bubble integration

Happybrush made use of the comfortable built-in bubble feature: adapting all relevant configurations (design, texts and sites the bubble is displayed on) and launching it on their Shopify storefront with one click is possible right in the tool itself. They even have the ability to create unique bubbles for different sub-pages, enabling the ultimate personalized service experience for their customers.

Chat-Ins from Help Center & Product Pages

Personal customer care

In addition to the bubble, happybrush launched other chat-ins, displaying the option to text the business via WhatsApp. This nurtures a customer´s habit of using Whatsapp as a primary means of communication (and a more reliable channel than email). Chat-ins are typically placed within the website´s header, footer, Contact page or Product Detail Pages (PDPs).

From service question to happy customer

From service question to happy customer

Behind every QR Code, button or link that promotes WhatsApp on their website, there is a WA.ME link. Those links automatically redirect users into their mobile WhatsApp app or to WhatsApp web (for desktop users). Businesses can even define a pre-written message that is displayed in a customer´s text box to make it easier for them to reach out.

happybrush NPS
route Future steps


Scaling service via Whatsapp and eventually replacing the phone hotline service


Start collecting opt-ins via successful service conversations and popups on the Happybrush website


Complete the E2E customer journey by offering tailored advice and purchases on WhatsApp turning Customer Support into a profit center

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