About Interakt
A WhatsApp Business API solution to automate marketing, sales and customer support
Interakt is a WhatsApp Business platform backed by Jio and Haptik, helping businesses leverage WhatsApp for marketing, sales, customer engagement, and support.
The company entered the market during a period of rapid growth in the WhatsApp Business ecosystem. As Meta expanded access to the WhatsApp Business API, a wave of SaaS companies emerged offering automation, customer communication, and marketing solutions built around WhatsApp.
Like many early players in an emerging category, Interakt initially focused on helping businesses discover and adopt WhatsApp as a business channel. Search played an important role in that growth strategy by helping the company capture demand from businesses actively looking for WhatsApp marketing, automation, customer support, and conversational commerce solutions.
The Challenge
Acquisition Was Working, But Product Education Wasn’t
By the time Interakt had established itself in the market, the company had already demonstrated that search could be an effective customer acquisition channel.
Businesses were discovering the platform, signing up, and beginning their WhatsApp Business journey. Yet as adoption grew, they noticed that many customers were using only a fraction of what the platform was capable of.
Some understood how to send messages but were unaware of automation capabilities. Others were familiar with customer support workflows but had not explored how WhatsApp could be used for lead generation, customer retention, or repeat purchases. Many businesses understood the basics of the WhatsApp Business API but struggled to connect individual features to practical business outcomes.
Feature adoption remained uneven. Product activation opportunities were being missed. Customers who didn’t fully understand the platform were less likely to extract value from it, which ultimately affected retention and long-term customer success.
The company needed a way to help businesses become more successful on WhatsApp, not just more successful with Interakt.
The Finding
Why Product Documentation Wasn’t Enough
Most SaaS companies respond to this challenge by improving their documentation.
Interakt already had product documentation. But the issue was that documentation served a different purpose of explaining how features worked.
It did not necessarily teach customers why they should use it, when they should use it, or how it fits into a broader business strategy.
While a help center can explain how to configure an automated message, it rarely teaches a business owner how WhatsApp can be used to increase customer retention, reduce support costs, improve conversion rates, or build stronger customer relationships.
The team recognized that if they wanted businesses to fully embrace WhatsApp as a growth channel, they needed to move beyond product education. They needed to create category education.
Inspired by companies such as HubSpot that had successfully used education as a go-to-market strategy, Interakt decided to build something larger than a resource center.
They decided to create an academy.
Our Approach
Building Interakt Academy
Creating an educational platform sounds straightforward in theory. In practice, it required answering several strategic questions.
- Who exactly was the academy for?
- What should businesses learn first?
- How could content educate without becoming overly promotional?
- How could the academy help customers succeed regardless of whether they became paying customers?
- And how could a large and evolving subject such as WhatsApp Business be organized in a way that was easy to navigate and continuously expand?
Before a single piece of content was created, we worked with the team to define the structure, positioning, and long-term content architecture of the academy.
Strategic Steps
Designing the Curriculum Around Customer Success
One of the earliest decisions involved organizing the academy around the actual customer journey rather than product features.
Instead of creating disconnected educational content, the academy was structured around the stages businesses go through as they adopt WhatsApp.
The first pillar focused on fundamentals.
This section covered the basics of WhatsApp Business, WhatsApp Business API, account types, setup processes, and foundational concepts. For many businesses entering the ecosystem for the first time, this became the starting point for their learning journey.
Once the foundation was established, the academy expanded into four additional pillars:
- Awareness & Acquisition: Content focused on attracting new customers through WhatsApp, generating leads, initiating conversations, and creating awareness campaigns.
- Sell & Convert: Resources designed to help businesses drive sales conversations, improve conversion rates, and use WhatsApp as a revenue-generating channel.
- Engage & Re-engage: Content covering customer engagement strategies, retention workflows, lifecycle messaging, and ongoing relationship building.
- Support & Delight: Educational resources focused on customer service, support automation, response management, and customer satisfaction.
By organizing content around business outcomes instead of product features, the academy became easier for businesses to navigate and far more useful as a learning resource.
Creating a Multi-Format Learning Experience
The next challenge was determining how the information should be delivered. Different users learn differently.
Some prefer detailed written resources. Others absorb information more effectively through video demonstrations and walkthroughs.
To accommodate different learning styles, Interakt Academy was designed as a multi-format educational platform.
Over the course of the engagement and subsequent optimization efforts, the academy grew to include:
- 120+ educational articles
- 57 instructional and educational videos
Rather than creating content purely for search rankings, each asset was designed to solve a specific educational problem.
The goal was to help users understand concepts, workflows, use cases, and business applications they could immediately apply.
This approach helped the academy feel less like a marketing initiative and more like a genuine educational destination.
Connecting Education to Product Adoption
The academy initially launched as a standalone educational platform. This separation was intentional.
Interakt wanted the academy to stand on its own as a valuable learning resource rather than appearing as an extension of product marketing.
However, as adoption increased, opportunities emerged to integrate educational content more directly into the customer journey.
Relevant academy resources were gradually incorporated into:
- Customer onboarding flows
- Product experiences
- Email communication
- Customer education initiatives
Instead of forcing customers to search for answers, educational content could be surfaced at the moments when it was most relevant. The result was a stronger connection between learning and product usage.
Customers were no longer simply discovering features. They were understanding how those features could help them achieve meaningful business outcomes.
Building Topical Authority Without Sacrificing Product Relevance
One of the challenges many SaaS companies face when investing in educational content is balancing value and product positioning.
- Content that focuses too heavily on the product often feels promotional.
- Content that focuses solely on education can struggle to support business objectives.
Interakt Academy succeeded because it maintained a balance between the two.
The content focused primarily on helping businesses understand WhatsApp Business. At the same time, it naturally reinforced Interakt’s expertise within the category.
As the academy expanded, it helped the company build authority around topics such as:
- WhatsApp Business
- WhatsApp Business API
- Conversational commerce
- Customer engagement
- WhatsApp marketing
- Customer support automation
This strengthened Interakt’s position as both a platform provider and an educational leader within the category.
The Results
Higher Topical Authority and Improved Product Adoption
Businesses gained access to practical resources, examples, and educational content that made it easier to understand how WhatsApp could support different parts of their operations.
This translated into measurable business outcomes for Interakt:
- Improved Product Adoption: Product adoption increased by 72% as users gained a deeper understanding of platform capabilities, workflows, and use cases. Rather than using a limited set of features, businesses began engaging with a broader range of capabilities available within the platform.
- Reduced Churn: As product understanding improved, customer retention improved as well. The academy contributed to a 22% reduction in churn by helping businesses achieve value more quickly and consistently.
- Sustainable Organic Traffic Growth: Beyond customer education, the academy also became a valuable search asset. Today, the platform continues to generate more than 2,500 monthly organic visits from businesses actively researching WhatsApp Business topics.
- Stronger Category Authority: The academy helped establish Interakt as more than a software vendor. It positioned the company as an educational resource and trusted voice within the WhatsApp Business ecosystem.
Bonus Win
An Outcome Nobody Was Optimizing For: AI Visibility
When Interakt Academy was launched, concepts such as AI SEO, GEO, and LLM optimization were not yet part of mainstream search discussions.
The objective was simply to create the most comprehensive educational resource possible for businesses looking to succeed with WhatsApp.
Yet many of the same decisions that made the academy valuable to users have also made it valuable in the era of AI search.
The platform was built around clear topic clusters, structured educational content, comprehensive coverage, and practical explanations.
As AI search systems increasingly rely on authoritative content to generate responses, these foundations have continued to create value.
Today, the academy contributes to Interakt’s visibility across AI-powered search experiences through ongoing mentions, citations, and topic associations.
What began as a customer education initiative ultimately became a long-term discoverability asset.
Conclusion
Why This Worked
Many companies view content primarily as an acquisition channel. Interakt took a different approach.
Instead of asking how content could bring more users into the platform, they asked how content could help users become more successful after they arrived.
That shift in thinking changed the role content played within the business.
Interakt Academy was not built to generate pageviews. It was built to increase customer understanding, product adoption, and long-term success.
The organic traffic, topical authority, customer retention, and AI visibility that followed were not the primary goals.
They were the result of creating genuinely useful educational content that helped businesses navigate an emerging category.
In a market where most companies were focused on selling WhatsApp solutions, Interakt invested in teaching businesses how to use WhatsApp effectively.
That decision continues to compound value years later.
Thinking of building out an educational asset for your SaaS that compounds? Reach out to us today.
