Hygglo Cuts Messaging Costs by 40% With Intelligent Routing via WhatsApp
40%
lower messaging costs
65%
delivered via WhatsApp
200,000
messages sent per month
Get to Know Hygglo
Hygglo is the Nordics' largest marketplace for peer-to-peer rentals. The concept is simple: instead of buying something you only need occasionally, you rent it from someone nearby. The platform connects people renting out everything from tools and trailers to party tents and cameras.
Founded in Stockholm in 2015, Hygglo now operates across Sweden, Norway, Denmark, Finland and the UK.
Trust is at the heart of the marketplace. Users are verified, including through BankID in Sweden and Norway, and every rental is insured, giving both renters and owners confidence throughout the transaction.
Communication plays an important role in creating that trust. Booking confirmations, reminders and verification codes need to reach customers at the right time particularly when two private individuals are relying on each other to meet at a specific place and time.
From SMS-First to Multichannel Communication
Hygglo has been a LINK Mobility customer since 2019, traditionally using SMS for messages where reliable delivery is essential.
As the platform grew, however, the company saw an opportunity to make its communication both more cost-efficient and more engaging.
Hygglo sends around 200,000 messages every month, making messaging costs an increasingly important part of the equation. At the same time, customers are already spending much of their time in chat apps, with WhatsApp being a natural communication channel for many users.
The challenge was finding a way to introduce WhatsApp without sacrificing the reach and reliability of SMS.
That's where Intelligent Routing came in.
Using WhatsApp’s cost advantage with automated SMS Fallback
With LINK Mobility's Intelligent Routing, Hygglo can send messages via WhatsApp whenever possible, while automatically falling back to SMS when WhatsApp delivery isn't available. Currently, WhatsApp Utility messages, in most Nordic markets, offer attractive cost advantages against traditional SMS.
LINK’s automated routed here meant Hygglo did not have to choose between customer experience and reach or rebuild its existing messaging setup.
WhatsApp also gives Hygglo more flexibility in how it communicates. Messages can include engaging features, links and a branded business identity, while customers can receive them directly in an app they already use.
We didn't want to choose between reach and customer experience and with Intelligent Routing we didn't have to. Messages go via WhatsApp when they can and SMS when they need to, automatically. Our customers get a nicer, safer experience, we cut our messaging costs by around 40%, and we didn't have to rebuild anything to get there.
A More Trusted Customer Experience
For Hygglo, the benefits of WhatsApp go beyond cost.
Trust is fundamental when a marketplace connects two private individuals. With a verified business sender on WhatsApp, customers see Hygglo's name and logo alongside the verified business identity.
This gives transactional messages a clear and recognizable sender, an important advantage at a time when consumers are increasingly cautious about scams and unsolicited messages.
The transition has also been remarkably smooth. Since introducing Intelligent Routing in early 2026, Hygglo has seen no increase in support enquiries and no drop in engagement.
We've deliberately avoided overcomplicating the customer experience. The messages simply arrive where customers are already communicating, while SMS remains there as a safety net.
65% of Messages Now Delivered via WhatsApp
The results speak for themselves.
Hygglo sends out a substantial number of messages every month, with the majority delivered via WhatsApp. Since introducing Intelligent Routing, the company has seen a marked drop in overall messaging costs.
At the same time, Hygglo has maintained its reach and reliability, with no noticeable difference in performance between its markets.
Key results:
Around 200,000 messages sent per month
Approximately 65% delivered via WhatsApp
Roughly 40% reduction in messaging costs
No increase in support enquiries
No drop in engagement
Consistent results across Sweden, Norway, Denmark, Finland and the UK
Seamless Communication Across Markets
For a marketplace operating across five countries, having a communication solution that works consistently across markets is essential.
Intelligent Routing allows Hygglo to use WhatsApp where it makes sense while retaining SMS as a reliable fallback. This removes the need to manage the two channels separately and gives Hygglo a messaging setup that can adapt automatically to the recipient.
For LINK Mobility, this is exactly where intelligent routing can create value.
Hygglo is a great example of how businesses don't necessarily have to choose between reach, reliability and richer customer experiences. By combining WhatsApp with SMS through Intelligent Routing, they can give customers a more engaging communication experience while keeping SMS as a reliable fallback.
Simple to Scale, Ready for What's Next
The current setup works in the background, automatically selecting the most appropriate channel without requiring Hygglo to manage the routing manually.
As the company's communication needs evolve, potential next steps could include expanding the number of message types sent through WhatsApp and introducing more two-way conversations, allowing customers to reply and receive support directly within the same thread.
The fact that we don't have to think about the routing is one of the biggest advantages. It just works. We can keep the reach of SMS while giving customers a better experience through WhatsApp.
With Intelligent Routing in place, Hygglo has created a messaging setup that combines the reliability of SMS with the richer experience of WhatsApp, while significantly reducing the cost of communicating with its growing customer base.
For a marketplace built on trust, timing and seamless interactions, it's a simple approach that makes every message work harder.
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