Brazil WhatsApp Case Study: ~6× Higher CTR with Text Messages
6 min read
A WhatsApp campaign for an iGaming operator in Brazil: text with a link versus image with a button, 10,000 sends each.
| Text + Link CTR | Image + Button CTR | Messages sent | Test period |
|---|---|---|---|
| ~6% | ~1% | 20,000 (2 × 10,000) | Single send, both variants at the same time |
At a Glance
This Brazil WhatsApp case study compares two promotional formats sent by an iGaming operator to Brazilian audiences.
Challenge: find out whether a richer image-and-button message beats a plain text message with a link.
Solution: iGamingSMS split the send into two equal groups of 10,000 numbers, sent both formats at the same time and tracked link clicks in its reporting.
Result: text with a link reached ~6% CTR against ~1% for image and button, a sixfold difference in clicks per message sent.
About the Operator
The operator is an iGaming brand that communicates with a Brazilian audience in Brazilian Portuguese through WhatsApp. At the client's request, the brand is not named in this case. The campaign promoted a wheel-based bonus mechanic with participating games and a welcome-style bonus offer.
The size of the customer base and the operator's earlier channel mix are not disclosed. For that reason the case covers only the documented format comparison and makes no claims about acquisition or retention at the operator level.
The Challenge: Does Richer WhatsApp Creative Deliver Better Engagement?
CRM teams targeting Brazil often ask iGamingSMS for image-and-button campaigns. The team also recommends testing simpler text formats. The question for this test was practical: does the extra visual layer produce more clicks?
The image-and-button message served as the baseline, with ~1% CTR, or about 100 clicks per 10,000 sends. The test was a comparison between two variants, not a before-and-after change in one campaign.
The Solution: Two Formats, One Offer, One Metric
Step 1. Split the audience. The send was divided into two groups of 10,000 phone numbers with broadly similar composition. One group received text with a link, the other image with a button. Equal group sizes made the comparison direct.
Step 2. Match the timing. Both variants went out at the same time, which removes differences caused by hour or day of delivery.
Step 3. Localise the message. The text variant was written in Brazilian Portuguese around the same promotion and bonus offer as the image variant, and ended with an 18+ notice, a terms reference and an opt-out instruction.
Step 4. Send both variants to one landing page. Both messages pointed to the same campaign page, which showed the promotional wheel, the participating games and the offer terms. Using one destination keeps the comparison about message presentation, not about the page.
Step 5. Measure clicks per message sent. iGamingSMS sent both formats through WhatsApp and tracked link clicks in its reporting cabinet. CTR was calculated as clicks ÷ messages sent × 100%.
Example of the text variant (operator-written, brand name removed):
Novidade para você! Seu código de bônus: [CODE] CONFIRA AGORA [link] 18+ | Termos e condições se aplicam. Digite SAIR para não receber mais mensagens.
Image-and-button variant: an image carrying the same offer, with a call-to-action button linking to the same campaign page.
Operators remain responsible for sending only to contacts with valid opt-in, honouring opt-outs and meeting local advertising and licence requirements for Brazil.
The Results: Text with a Link Reached ~6% CTR
| Image + Button (baseline) | Text + Link | |
|---|---|---|
| Messages sent | 10,000 | 10,000 |
| Reported CTR | ~1% | ~6% |
| Clicks (calculated from CTR and sends) | ≈100 | ≈600 |
| Difference vs baseline | — | +5 percentage points |
| Relative CTR | 1× | ~6× |
Source: iGamingSMS internal campaign report (account team), both variants sent at the same time in one send. CTR is based on messages sent, not delivered. Click counts are calculated from the reported CTR; exact tracked click totals were not part of the summary figures.
How the effect was measured. The image-and-button group acted as the control for the text-and-link group. Both groups had equal size, the same send time and the same offer. Assignment to groups was not randomised, so the result shows a clear CTR gap but cannot prove that the format alone caused all of it.
What this test did not measure. Delivery rate, first deposits and revenue were not part of the comparison. A higher CTR is evidence of stronger click engagement, not of deposit conversion or ROI.
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Team Assessment
The comparison reinforced our recommendation to include a text-and-link variant when planning WhatsApp campaigns for Brazil. — iGamingSMS account team
Key Takeaways
- Test formats, don't assume richer is better. In this comparison the simpler message produced about six times the clicks per send.
- Compare under equal conditions. Equal group sizes, matching send times, one offer and one landing page make a result easier to trust. Random assignment would make it stronger.
- Keep CTR and deliverability apart. Without delivery data, the reasons for the gap (filtering, presentation or audience response) remain open.
- Measure business outcomes separately. Connect clicks to first deposits and retention before drawing conclusions about return.
- Do not generalise. This is one comparison in one market. It is not a WhatsApp CTR benchmark, and repeating it may give a different gap.
FAQ
Why did text achieve higher CTR?
The data does not show why. Message presentation, delivery conditions and audience preferences may all have played a part. The practical takeaway is to include a text variant in your own test.
Can images and buttons affect WhatsApp deliverability?
Format can affect technical requirements and review processes, but this test collected no delivery data. It would be wrong to conclude from CTR alone that the image variant was filtered more often.
How much does a WhatsApp campaign cost?
Price depends on the destination market, message volume, traffic type and delivery setup, and iGamingSMS quotes per campaign. This test did not record cost, so no cost-per-click is reported. A test send gives you real numbers for your market.
What consent is needed for WhatsApp marketing?
Recipients need a valid legal basis and opt-in under the applicable privacy, advertising and platform rules, and opt-out requests must be honoured. The example message includes a SAIR (stop) instruction.
Why WhatsApp instead of SMS, email or push?
The choice depends on audience, goal and available permissions. WhatsApp supports both text and rich media, SMS suits time-sensitive messages, and email and push stay useful in a wider CRM mix. Compare channels on engagement and conversion, not on one metric.
Related reading
- SMS, WhatsApp, or Telegram: What to Choose for iGaming Messaging in 2026
- Retention vs Reactivation vs Acquisition: Different Mechanics, Different Channels
18+ | Gambling can be addictive. Play responsibly. For licensed operators and authorised business communications only. iGamingSMS provides messaging infrastructure and does not operate gambling services. Operators are responsible for licences, valid contact permissions and opt-outs, and for compliance with applicable laws and responsible gambling requirements.