A jewellery firm, Rare Pink in London which sells bespoke diamond rings, communicates with one-tenth of its clientele solely through social media channel WhatsApp. The initiative to speak on WhatsApp began in early 2015, as reported in leading media.

The company’s clientele chose to communicate with the salesforce of the company through the social application for the need for privacy. The application does not attract advertisers, hence men, who form a major clientele of Rare Pink, do not face the apprehension of their partner seeing an ad for an engagement ring while looking at the screen, and also that it is not blocked as e-mails are, as per reports. When the company began using WhatsApp to communicate, it concluded that couples would use this to discuss together with the jeweler in a group conversation.

Although rare Pink does have a chat function in its website, but it requires the customer to visit the website which does get saved in browser history, again not within the privacy requirements. Also, WhatsApp is a popular social medium to communicate, as per reports.