In recent years, the aviation industry has been under mounting pressure to transform the passenger journey. With record volumes of travelers, increasingly complex airport operations, and rising customer expectations for seamless, digital-first experiences, airlines are rethinking how they communicate with passengers at every touchpoint. Traditional methods—such as email reminders and on-site check-in desks—are no longer sufficient in an era where travelers demand instant, mobile-first interactions.

This shift has fueled the adoption of Conversational Commerce and Communications Platform as a Service (CPaaS) solutions, with WhatsApp, SMS, and RCS emerging as vital engagement channels. Research from McKinsey highlights that digital self-service in travel can reduce operational costs by up to 20% while significantly improving customer satisfaction scores. Similarly, IATA has consistently pointed to mobile-driven innovations as key enablers of smoother airport flows, particularly at high-traffic hubs such as London Heathrow.

Against this backdrop, Virgin Atlantic’s collaboration with Infobip stands out as a practical and forward-looking initiative. By leveraging Infobip’s omnichannel customer engagement platform Moments, Virgin Atlantic has reimagined the check-in process: sending WhatsApp reminders with direct check-in links, seamlessly falling back to SMS where needed, and sharing follow-up details like terminal and zone information. This move not only tackles one of the industry’s long-standing operational pain points—airport congestion—but also aligns with a broader trend of airlines adopting personalized, real-time messaging to engage passengers proactively.

The significance of this partnership lies not only in its immediate results—an 11% increase in online check-ins—but also in what it signals about the future of airline communication strategies. As competitors such as Twilio, Sinch, and Vonage race to deliver similar capabilities, Infobip’s success positions it as a leading enabler of digital transformation in aviation. At the same time, new entrants offering leaner WhatsApp-first solutions are reshaping expectations around accessibility, cost, and speed of deployment, especially for mid-tier or regional carriers.

How it works

Passengers receive a WhatsApp message containing a direct link to check in via Virgin Atlantic’s app or website. If WhatsApp isn’t available, the system automatically switches to SMS to ensure wide coverage. Once travelers complete their check-in, WhatsApp is used again to share practical details such as terminal and zone information. This proactive approach helps reduce congestion at airport desks and shortens wait times.

Impact so far

The results have been significant. Since implementing the solution, Virgin Atlantic has recorded an 11% increase in online check-in rates. Features such as automated reminders, targeted outreach, and reliable multi-channel delivery have been central to the success.

Industry voices

“We’re thrilled to see these results from our partnership with Infobip. Real-time WhatsApp notifications not only improve the journey for our guests but also streamline airport operations. This initiative reflects our commitment to guest-first technology at every stage of travel.”
— Simon Langthorne, Head of CRM, Virgin Atlantic

“This collaboration proves how digital messaging can deliver measurable business outcomes while enhancing customer satisfaction. We’re proud to support Virgin Atlantic and excited to develop more innovations together.”
— Ante Pamuković, President of International Business, Infobip

Next steps

Virgin Atlantic plans to expand the solution to other major UK airports—including Edinburgh and Manchester—later this year, extending the benefits to more passengers. While WhatsApp is especially popular in the UK, Infobip’s platform supports multiple channels, such as RCS and SMS, allowing airlines to adapt messaging according to regional preferences.

Conclusion

Virgin Atlantic’s WhatsApp check-in, powered by Infobip, reflects a wider trend: airlines shifting toward conversational platforms to cut costs and improve passenger experience. Competitors like Twilio and Sinch offer similar CPaaS solutions, but Infobip’s strength lies in its deep operator connections and ability to combine WhatsApp, SMS, and RCS in one ecosystem—crucial for global carriers.

For major airlines, this type of omnichannel approach is becoming less of an experiment and more of a necessity, especially as IATA reports show rising passenger demand for digital self-service. Meanwhile, smaller carriers may opt for lighter, WhatsApp-first providers such as Wati or AiSensy, which trade scale for simplicity and lower cost.

The clear takeaway: WhatsApp is no longer just a support channel—it’s fast becoming a strategic touchpoint in aviation, with Infobip currently setting the pace for enterprise-grade deployments.

About Virgin Atlantic

Virgin Atlantic is a leading British airline known for delivering innovative services and outstanding travel experiences from its London Heathrow hub to destinations worldwide.

About Infobip

Infobip is a global communications platform that powers connected customer experiences across engagement, identity, authentication, and contact center solutions. With technology built in-house, Infobip can reach over seven billion mobile devices and IoT endpoints across six continents, connected through more than 9,700 operator relationships—including 800+ direct connections.