-
-
-
Solutions
-
Soluções
-
Soluciones
-
解决方案
-
解決方案
-
الحلول
-
Product
-
Produto
-
Producto
-
产品
-
產品
-
المنتج
-
-
-
Wati for Marketing
Wati for Support
Wati for Sales
eLearning
E-commerce
Marketing Agencies
Healthcare
No Code Chatbots
WhatsApp Business API
Instagram Automation
Click to WhatsApp ads
Campaigns
Team Inbox
WhatsApp Business Calling
Wati AI
Overview
Library
Agente de suporte de IA
How Ruuby Drives
Engagement Across the
Entire Customer Lifecycle
on Wati
Engagement Across the
Entire Customer Lifecycle
on Wati
About Ruuby: Premier at-home Beauty Services
With the mist rolling off the Thames and ever-persistent drizzles in London, making it to a salon just before a wedding party may not be the best of ideas. That’s where Ruuby, the UK's premier at-home beauty service, lets you skip the London fog and helps you get beauty, self-care, and massages at home, while watching your regular telly.
A customer opens the app, picks a treatment: a manicure, a blow dry, a massage, a spray tan — and a freelance therapist arrives at their door, often within hours. The business runs on a single, fragile thing: timing. Catching a customer in the moment they actually need a treatment.
For a long time, Ruuby tried to do that through email. It didn't work. So they went looking for a platform that kept pace with their customers' lives — and found it on Wati.
The Wati Transformation at a Glance
Before Wati
Months of testing on email subject lines and copy — open rates stayed flat
First-time bookers vanished after one appointment; feedback forms went unanswered
Outbound capped at ~50 messages on a personal WhatsApp number before Meta blocked it
No way to tag, filter, or analyze conversations on standard WhatsApp Business
Super-users had to open the app and hunt for their favorite therapist's availability
After Wati
WhatsApp journeys segmented by booking behavior, written like a text to a friend
First post-booking message asks "how did it go?" — and customers actually reply
Compliant, scaled outbound campaigns running daily
Tagging surfaces ops decisions: spotting four missed spray tan requests led to 230 bookings the next week
The concierge team books for them over WhatsApp in under three minutes
We spent time with Claudia Gwinnutt, Chief Marketing Officer at Ruuby, to discuss their rise with Wati.
Claudia had spent months rebuilding Ruuby's email lifecycle program from the ground up. New subject lines. New cadences. New segmentation. The open rates didn't move.
At some point, she had to admit something uncomfortable: it wasn't the copy. It was the channel. Email was a long-form medium in a business that lived and died on short, fast moments. So Claudia went looking for something that matched how her customers actually behaved — and tested WhatsApp.
The Challenge
Ruuby's customers don't shop for beauty the way people shop for things. They don't browse. They don't compare. They have a flash of need: I have an event tonight, I'm flying out tomorrow, I've had the day from hell, book me a massage, and they want it solved in the next ten minutes.
Claudia had a hypothesis: WhatsApp might work. So they tested it on Ruuby's existing personal WhatsApp number — and the conversion rates were striking. But after all, just the Business App is not suitable for the scale Ruuby operates at.
That's what brought them to Wati.
Email couldn't meet that moment. By the time a thoughtful, well-designed newsletter landed in someone's inbox, the moment had passed.
Email engagement stayed flat despite repeated rounds of testing
First-time bookers, especially those who came for one-off events like weddings, rarely returned, putting enormous pressure on CAC payback in month one
Feedback after appointments was almost impossible to collect; forms went unanswered, and the team rarely heard about the things that had gone wrong
Paid acquisition, mostly Meta ads, was getting more expensive and producing customers who were curious but not necessarily ready to book
The team couldn't reach customers at the actual moment of intent, when a manicure or massage was really on their mind
The Solution
Ruuby rebuilt its entire lifecycle program around WhatsApp. But the surprise was how. Claudia and her team threw out the rules they'd written for email. No carousels. No promos. No carefully crafted brand voice. Just simple, conversational messages, written like a friend checking in.
"They're quite boring messages," Claudia says. "And they work."
- Registered but not booked
- First-time bookers
- Super-users with 10+ booking
And built a WhatsApp engagement strategy for each one. New registrants receive four or five messages in their first 30 days, then taper to about one a month. First-time bookers get a casual feedback prompt that customers actually reply to. Super-users get personalized check-ins from the concierge team, who use Wati's Team Inbox to handle bookings on their behalf.
To scale without losing the personal feel, Ruuby's team built a custom AI agent that reads cohort data from their database and automatically triggers Wati campaigns. Claudia opens her laptop in the morning, and the day's messages have already gone out. They also backdated the entire journey, moving every existing customer into the right cohort — turning the rollout into a reactivation campaign that brought back people who had registered over a year ago and never booked.
Underneath it all, the Wati features do the quiet work: Broadcast Campaigns for cohort-based outbound, Team Inbox for the concierge team's daily conversations, conversation tagging for capturing why bookings didn't convert, and campaign analytics for delivery, read, and reply patterns.
The Results
“We've seen our highest bookings in the last few weeks: the result of a consistent lifecycle on WhatsApp with Wati. We see bookings done under 3 mins, something that's just not possible with email,” — Claudia Gwinnutt | CMO, Ruuby
A recent week brought in the highest number of new joiners Ruuby had seen in two years, with everything else in the marketing mix unchanged.
The concierge team closes bookings on WhatsApp in under three minutes. Check availability, present options, confirm. Done.
Spotting four unfulfilled spray tan requests in a single week led to a therapist mobilization — and 230 spray tan bookings the following Monday.
First-time bookers reply to "how did your appointment go?" in a way they never did to email surveys. The team finally hears about what didn't work and fixes it.
What's Next
Ruuby is relaunching its website and plans to use WhatsApp to bridge new website visitors into the app over time. They're also leaning into deeper AI personalization: messages that adapt to the specific therapist a customer has used before, the time of day they typically book, and where they are in the lifecycle.
The bigger ambition is simpler than that, though. Claudia talks about WhatsApp as a way to remove friction — and friction, in a business built on convenience, is what matters most.
— Claudia Gwinnutt | CMO, Ruuby