How M1 Drove 55% More Galaxy Sales Through One WhatsApp Conversation
With ADA’s Business Messaging Platform, M1 built the entire pre-order experience within WhatsApp, letting customers browse devices, pick their model, book a pickup time, and complete their reservation in one smooth conversation.
When M1 looked at their typical device pre-order process, the friction was hard to ignore. Customers queued for hours at stores. They worked through lengthy forms. They called customer service repeatedly to check stock or adjust their booking. For a major launch like the Galaxy S25, that wasn’t going to work.
Most M1 customers were already on WhatsApp throughout the day. If the entire pre-order could happen there (browsing, selecting, booking, done), it would cut out most of the hassle that made device launches tedious for everyone.
“Browse, book, done,” said Demond Ng, General Manager, Marketing Technologies at M1. “We teamed up with ADA to create the Galaxy S25 pre-order experience customers wanted on WhatsApp. Everything happened in one smooth conversation.”
But here’s the thing about moving a major product launch to chat: the stakes are high. Thousands of people are trying to reserve devices at once. Both individual customers and corporate accounts with different requirements. Real-time inventory across multiple stores had to stay accurate. One technical hiccup during launch and you’ve got angry customers and missed sales.
Making it Work for Thumbs, Not Clicks
M1 and ADA obsessed over the small things. Quick reply buttons replaced typing wherever possible. Product catalogues made browsing visual instead of text-heavy. The conversation progressed naturally without nested menus or asking people to fill out paragraph-length fields.
The system still needed to capture specific details: which Galaxy model, which store, what date and time, contact information. But instead of presenting a form with 15 fields to complete, it asked questions conversationally. When someone made a mistake or entered something invalid, real-time validation caught it immediately.
During testing, the team watched closely to see where people dropped off. When they found friction points, they refined those specific moments. Each iteration made the flow smoother.
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Launch Day and Beyond
When pre-orders opened in January 2025, M1 saw something they hadn’t quite expected: the volume was massive, but the system held up beautifully. Over 3,000 people were moving through the reservation flow at the same time. What used to take 5 minutes now took under 2.
The results exceeded their expectations
“What surprised us was how quickly customers adapted,” Ng noted. “We thought there’d be a learning curve, that we’d need to guide people through it. But they just got it immediately because it matched how they already use WhatsApp.”
Customers were reserving their devices at midnight, during lunch breaks, on their commute, whenever worked for them. No store hours to worry about. No hold music. M1’s team could see what was working in real time and adjust their approach as the launch unfolded.
The experience succeeded because it didn’t ask customers to learn something new. It met them where they already were, doing what they already knew how to do.
