A complete guide to Viber marketing for business growth

Viber continues to be one of the most influential messaging apps in 2025, especially across Eastern Europe, the Balkans, the Middle East, and parts of Asia where it remains a top communication channel.

With more than 1.2 billion registered users worldwide and incredibly high engagement where 90% of messages are opened in the first three minutes, Viber offers brands a powerful opportunity to reach customers with timely, personalized communication.

As customer expectations shift toward richer, conversational experiences, Viber marketing offers businesses a way to increase engagement, boost loyalty, reduce support workload, and ultimately drive measurable revenue

In this guide, we’ll walk through everything you need to know to build an effective Viber marketing strategy: how the channel works, who it’s best suited for, the message types available, practical setup steps, proven marketing tactics, and how to measure success.

What is Viber marketing? 

Viber marketing refers to using Viber Business Messages to promote products or services, drive leads and communicate with customers through targeted, personalized, and often automated messages.

Features like chatbots, branded stickers, carousels, and list messages provide multiple opportunities for brands to engage with customers and enhance their experience. 

Unlike personal Viber chats, business messages come from a verified sender and support:

It’s a high-trust, opt-in channel designed to help brands deliver the right message at the right moment.

With such wide usage and versatility, Viber marketing can support many different industries. Let’s look at the benefits of using the channel.

Benefits of using Viber marketing

Globally, more than 8,500 brands are already using Viber Business Messages to engage with customers, and the list is growing. Viber’s strongest markets and rich feature set make it ideal for industries that rely on real-time, personalized communication.

Here’s why Viber stands out as a core messaging channel for banks, retailers, and enterprises looking to build meaningful customer relationships: 

• Massive reach: Over 1 billion users globally, with a high penetration rate in key markets and demographics (63% of users are aged 25–50). 
• Higher engagement: Messages land directly in customers’ personal chats, with higher open rates than traditional email or SMS. 
• AI chatbots for smarter engagement: Harness the power of AI to automate responses, personalize recommendations, analyze customer behavior, and optimize campaigns in real time, driving better results with less manual effort. 
• Rich experiences: Go beyond plain text. Use visuals, quick replies, lists, and carousels for two-way, interactive journeys. 
• Viber calls: Enable customers to make free voice calls directly within the Viber app, providing seamless, real-time support without any cost to the end user. This enhances customer convenience and speeds up issue resolution. 
• Security & trust: Viber is end-to-end encrypted, helping you build trust for sensitive interactions like banking and retail purchases. 
• Cost-effective: Especially for OTPs and notifications, Viber’s pricing is often more favorable than SMS. 
• Brand recognition: Verified business accounts, branded sender IDs, and customizable profiles reinforce your company’s identity. 

By making Viber an essential part of your customer engagement strategy, you meet your customers where they already are and, on their phones, in real time, with experiences they’ll remember. 

Once you know Viber is the right channel, the next step is understanding the message formats you can send and how each one works.

Types of Viber business messages 

Viber is all about helping brands keep up with customer expectations while delivering secure, convenient, and rich conversational interactions. Here are five different message types that you can use depending on your marketing goal:

Getting started with Viber marketing

Setting up Viber for business is simple and can be done in a few steps.

1. Choose an official Viber partner

Working with an official partner like Infobip ensures smooth onboarding, verified sender IDs, message approval processes, and access to rich templates. Choose an official Viber partner

2. Register and verify your business profile

Verification helps customers immediately recognize your brand and ensures your messages meet Viber compliance guidelines.

3. collect user opt-ins

Consent is crucial for compliance and engagement. You can collect opt-ins via:

• QR codes
• Website forms
• App onboarding flows
• Call center deflection
• SMS-to-Viber migration campaigns

4. Connect via API or platform tools

Use Infobip APIs or no-code tools and solutions such our customer engagement solution, cloud contact center and chatbot builder to craft campaigns and automate journeys.

5. Set fallback options

If a customer is not on Viber, messages can automatically fall back to SMS ensuring full reach for critical notifications.

With the technical setup complete, the next step is designing a strong, strategic marketing approach.

Crafting an effective Viber marketing strategy

Building a successful Viber marketing strategy is not only about choosing a message type but also using the channel intentionally to support broader customer experience goals.

A successful Viber marketing strategy blends personalization, segmentation, and creative storytelling to build journeys that feel timely, relevant, and genuinely helpful.

Here are a few steps of how you can get started:

With the right strategy in place, it’s just as important to follow compliance rules and best practices.

Compliance, consent and best practices

Trust sits at the center of Viber’s user experience, which means brands need to uphold high standards of consent, transparency, and relevance. Before sending any promotional content, make sure customers have explicitly opted in.

This not only ensures compliance with GDPR and local privacy regulations but also sets the stage for higher engagement because opting in signals genuine interest.

Key compliance rules

• Always secure user opt-in before sending promotional messages
• Strictly follow GDPR and local privacy laws
• Ensure promotional content is pre-approved
• Provide an easy opt-out option

Best practices for strong performance

Once a customer is subscribed, treat that permission with care. Message frequency should feel balanced, not intrusive. Here are a few best practices you can follow:

• Provide clear value in every message
• Use a friendly, human tone
• Test and optimize timing, content, and formats
• Use fallback channels like SMS to ensure messages reach customers
• Remember to experiment as testing is a continuous process, not a one-off task

Now let’s look at what Viber marketing can achieve in real-world scenarios.

Viber marketing use cases

Secure authentication and verification (OTP messages) 

Use encrypted Viber OTPs for 2FA, transaction approval, and login verification. Compared to SMS, Viber OTPs offer: 

• Faster delivery, lower cost, and bank-grade security. 
• Ideal for mobile-native customers who seek convenience. 

Interactive banking menus (List messages) 

Enable customers to self-serve: 

• Options like “Check balance,” “View recent transactions,” and “Locate ATM.” 
• Reduces call center volume and speeds up support. 
• Especially effective for conducting customer surveys. 

Promote products (Carousel messages) 

Present relevant offerings, like credit cards, loan plans, insurance, through visual, tappable carousels.

Boost conversions with visual campaigns (Carousel messages) 

Leverage product-rich carousels to highlight collections, exclusive deals, or seasonal promotions.

Streamline support and orders (List messages) 

Offer order tracking, delivery options, FAQ access, and customer surveys within the chat.

Frictionless account security (OTP messages) 

Use OTPs at sign-up or checkout to reduce cart abandonment and boost trust. 

Real-world success stories

To better understand how brands are using Viber in practice, let’s explore how leading businesses in the retail and finance markets have incorporated Viber Business Messages into their communication strategy. 

Primer

During the pandemic Primer wanted to provide a safe option for customers to buy the products they needed by encouraging them to purchase online rather than in physical stores. 

Viber Business Messages was key to this process. Research showed that the messaging app was heavily used by customers and provided all the tools to engage with customers in a human and empathetic way. 

• A discount voucher was sent to customers via Viber that was only redeemable on the eCommerce site 
• By using Viber to track which customers were active, Primer was able to focus their messaging and marketing budget on active consumers only 

The results were impressive – the brand achieved a 53% code redemption conversion rate and a 401% increase in total sales. 

NLB bank

NLB Bank in Montenegro has been a forerunner in adopting Viber as a marketing communication channel. Noting that Viber was one of the primary messaging apps used by their customers and that it ensured the security of data, they started to use it for both transactional and event-triggered messaging. 

Retaining SMS as a failover channel, the bank used the two-way capability of Viber Business Messages to promote their “Arrange a meeting” offer, resulting in a 30% increase in meeting requests compared to previous campaigns. 

By incorporating Viber into the sales process, they have also achieved a 30% increase in sales leads and 15% increase in overall sales – all attributable to the conversational experience that the app provides. 

Metrobank 

Metrobank, one of the top three banks in the Philippines, has successfully leveraged Viber Business Messages to transform its customer communication and marketing strategy.  

By integrating Viber for Business with its existing Salesforce Marketing Cloud CRM system, using Infobip’s plugin solution, Metrobank was able to quickly deploy personalized, rich media messages featuring images, videos, and interactive buttons. This integration required minimal technical resources and was set up in just two days, with live campaigns launching after a week of testing. 

Results: 

• Up to 50% cost reduction on marketing message delivery compared to SMS, especially for detailed messages that would otherwise require multiple SMS segments. 
• Enhanced customer engagement through rich content and personalized communications. 
• Seamless integration allowing marketing teams to manage campaigns independently without disrupting existing processes. 

Why Infobip is your preferred partner for Viber Business Messaging 

Viber for Business isn’t just a communication channel, it’s a strategic advantage for banks and retailers. With OTPs, List, and Carousel formats, your brand can: 

• Deliver secure, cost-effective authentication 
• Offer interactive self-service that empowers customers 
• Drive sales with immersive campaigns 

As a Platinum Partner, Infobip can offer you early access to these new features and help you get started the right way. We bring deep expertise in onboarding, integration, and analytics to help you maximize Viber’s potential.

Using Viber on our platform, you will have access to:  

• Unmatched expertise – Platinum Partnership backed by deep knowledge of Viber’s APIs and best practices. 
• Faster time to market – Pre-built Viber journeys get you started in days, not weeks. 
• Security & compliance – Robust infrastructure ensures end-to-end encryption and GDPR compliance. 
• Data-driven performance – Advanced analytics help optimize every message and user flow. 
• Trusted by top brands – Our platform powers over 530 billion interactions yearly, with strong momentum in retail and finance.

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