In Mexico, according to studies by various firms, WhatsApp has a penetration rate of 75% of the population , second only to Brazil, but far above the United States, where RCS (Rich Communication Services) messaging predominates

This reality motivates many companies to use WhatsApp as the means of contact between their employees , to receive work orders, tasks to be performed, processes to be completed, and even to share key documents for the organization such as quotes, invoices or proof of payment.

In this reality, MiChamba emerged , which, as one of its slogans , defines its vocation: “Organize your business, without leaving WhatsApp” .

The idea developed by Humberto Bravo, Ricardo Flores, and Gilberto López is an alternative that reduces the administrative burden for companies of any size by streamlining the operational processes currently managed through WhatsApp. Thanks to its automations and MarIA, its artificial intelligence , managers can access more information and productivity metrics with fewer clicks and greater operational clarity.

“We start from a reality: WhatsApp is already the operating system of many companies. At MiChamba, we organize it so that the employee executes everything from WhatsApp, and the company obtains planning, organization, and control of the operation,” Humberto Bravo Castellanos told T21, while passionately showing the dashboard of this ecosystem.

The advantage of this solution is that it provides a very user-friendly environment for employees, allowing them to follow all instructions through interactive menus and ensuring the continuity of processes. Meanwhile, it gives administrators traceability of assigned tasks and also allows for the automation of workflows.

Among the target markets identified by MiChamba, the transportation and logistics sector stands out , where many tasks are assigned via WhatsApp, but without connecting these actions with their internal administrative and operational processes.

“MiChamba transforms the information that is currently shared haphazardly via WhatsApp, such as route assignments, pickups, or operational instructions, into structured data that can be integrated into the company’s existing ERP systems, such as Oracle, SAP, or internally developed systems. Based on this data, MarIA, our AI, measures productivity, execution times, and operational performance in real time,” Bravo added.

In the case of logistics activities , among the tasks that can be managed in the ecosystem are the assignment of trips and routes, maintenance scheduling, incident registration, digital logs of travel and fuel consumption, and other elements of the operation.

With the implementation of MiChamba, companies can have a better reallocation of resources , taking advantage of employees who are currently monitoring WhatsApp to follow up on instructions, which is now replaced with automation, and that employee can be assigned to other tasks.

“With MiChamba, companies transform those manual instructions into the management of automated task flows, the generation of automated reports, focusing on the analysis of those reports to be more productive,” Bravo Castellanos described.

Among the advantages of this ecosystem are the ease of implementation and the familiarity with information management, which allows companies to increase task allocation and asset utilization to be more productive.

“The advantage is that the team is not asked to change tools: MiChamba takes advantage of WhatsApp, which they already use every day, and turns it into a much more efficient operating system,” emphasized Humberto Bravo.

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El cargo MiChamba, logistics productivity at your fingertips apareció primero en T21.

By Karina Quintero Quintero and Jennifer Galindo Hernández  

In the supply chain , many decisions travel by road, but not only in a tractor-trailer truck; they also travel through chats, voice notes, and photos sent via WhatsApp . Despite technological advances across multiple industries, transportation in Mexico still relies heavily on tools like WhatsApp and Excel to coordinate and record logistics operations. 

Through this channel, as common as it is risky , key information circulates, such as the route, the number of the cash register to be connected, the arrival of an operator at the yard, authorization to start, or even credit card photos. All it takes is a lost cell phone or a worker’s job change for all this information to be exposed, without traceability or control. 

“The vulnerability isn’t in the platform itself being hacked. It’s in the fact that we use personal channels, where information stays on a person’s WhatsApp. If they leave the company, if they lose their phone, if they accidentally forward something, control is lost,” warns Cristina Sánchez, Pre-Sales Engineering Manager at Samsara .  

What for many represents agility or practicality, for specialists represents a systemic risk.  

“Ninety-five percent of transportation in Mexico operates through WhatsApp groups. From there, the information goes to Excel and, hopefully, to the TMS or ERP. But it’s already been through two manipulable platforms. How accurate is that information? How real-time is it?” asks Enrique Vázquez, CEO of Recurso Confiable . 

For Hugo Ruiz, president of the National Council of Logistics and Supply Chain Executives (ConaLog) , this technological informality not only impedes the growth of the logistics business, it also exposes companies to errors, losses, and even cyberattacks.   

“WhatsApp has no access policies, no audits, and no backups. And yet, key messages about routes, fares, and delivery times are sent there. If someone infiltrates, they can steal everything,” he warns.  

Added to this is the dependence on “information in the heads” of operators or traffic personnel.   

“I’ve seen operations where traceability depends on a single text message. If that person isn’t there or makes a mistake, control is lost,” Ruiz adds.  

If you’d like to continue reading this story, we invite you to visit our August issue of T21 magazine by clicking here to go to the digital version .

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