Solution 

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. 

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Building the Experience People Actually Wanted 

M1 partnered with ADA, an official Meta Premium Partner, to design the experience from scratch. The goal wasn't to replicate their existing checkout process in WhatsApp. It was to build something that worked the way people naturally use the app. 

The flow started with a promotional message introducing the S25 series. Customers could browse product catalogues right there in chat, scrolling through images and specs for each model. Once they selected a device, the conversation guided them through picking up a store location, choosing their preferred pickup date and time, then providing the information needed to complete their reservation. 

In the old system, every customer got the same generic follow-up messages regardless of whether they were buying themselves or placing a corporate order. The new system identified customer type early in the conversation, letting M1 personalize everything that came after. 

"No bouncing between apps, no losing your place halfway through, just a straightforward flow that feels natural from start to finish," Ng said. 

What customers didn't see was the technical complexity behind that simplicity. ADA's platform had to integrate with M1's inventory systems to verify availability in real time, validate customer information as it came in, and coordinate bookings across different store locations. All while keeping the conversation flowing smoothly. 

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Making it Works 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

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"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. 

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