# CHANNEL SETUP — LATAM VARIANT

> **Region:** Latin America (Brazil, Mexico, Argentina, Colombia, Chile, Peru)
> **Currency:** USD (default for international) or local (BRL, MXN, ARS, COP, CLP, PEN)
> **Top platforms:** **WhatsApp Business (DOMINANT)** + Meta + Mercado Libre + Magalu (Brazil) + Google + TikTok
> **Privacy law:** **LGPD Brazil** (since 2020, GDPR-equivalent) + LFPDPPP Mexico + Ley 25.326 Argentina
> **Tracking:** Mobile-first; payment installments (parcelado/cuotas) cultural; high mobile data costs in some countries

---

## Top 5 channels for LATAM market

### 1. WhatsApp Business (THE channel — different from US/EU)

**Why first?** WhatsApp has 95%+ penetration in Brazil/Mexico/Argentina. It's the messaging, customer service, AND commerce channel.

**Setup checklist:**
- [ ] WhatsApp Business API (Meta-approved Business Solution Provider — Twilio, Yalo, Take Blip)
- [ ] Verified business profile (green checkmark)
- [ ] Catalog uploaded
- [ ] Quick replies + automated welcome message
- [ ] WhatsApp Pay (where available — Brazil)
- [ ] Click-to-WhatsApp ads from Meta Ads (HIGHEST converting ad type in LATAM)
- [ ] Chatbot (Yalo, Take Blip, Sirena, Zenvia — LATAM-native)
- [ ] LGPD/local privacy consent in opt-in flow

**WhatsApp Business by country:**
- **Brazil:** WhatsApp Pay live; e-commerce via WhatsApp normal
- **Mexico:** WhatsApp + chatbot common, Pay coming
- **Argentina:** Heavy use, payment via Mercado Pago link
- **Colombia/Peru:** Growing WhatsApp Business adoption

**Common pitfalls:**
- Sending broadcasts without opt-in → instant block
- Using personal WhatsApp instead of Business API → no automation, scale ceiling
- English copy → underperforms Spanish/Portuguese
- Skipping click-to-WhatsApp ads → missing #1 ad format in LATAM
- No chatbot for FAQ → response time issues

### 2. Meta (Facebook + Instagram)

**Why second?** Largest social network usage in LATAM. Click-to-WhatsApp ads dominate.

**Setup checklist:**
- [ ] Meta Business Suite + Pixel + CAPI
- [ ] Country-specific ad accounts (BR / MX / AR / CO separate)
- [ ] Catalog uploaded
- [ ] **Click-to-WhatsApp ads enabled** (CRITICAL — this is the highest-ROI ad format)
- [ ] Catalog ads with Mercado Libre / Magalu integration (Brazil)
- [ ] Local language creative (Portuguese for BR, Spanish for rest with regional variations)
- [ ] Mobile-first creative (vertical 9:16; 90%+ mobile traffic)

**Common pitfalls:**
- Single Spanish copy for all LATAM → MX vs AR vs CO Spanish varies (e.g., "vos" vs "tú")
- Skipping Click-to-WhatsApp → US-style landing pages convert ~50% worse
- USD pricing on landing page → conversion drops vs local currency
- No Mercado Pago / Pix payment options → cart abandonment

### 3. Mercado Libre + Magalu (E-commerce)

**Why third?** Mercado Libre = Amazon of LATAM (BR, MX, AR, CO, CL). Magalu = Brazil-specific e-commerce platform.

**Setup checklist:**
- [ ] Mercado Libre seller account (per country)
- [ ] Mercado Pago integration (payment + financing)
- [ ] Mercado Libre Ads (Product Ads + Display Ads + Search Ads)
- [ ] Magalu Marketplace (Brazil only) seller account
- [ ] Mercado Envíos (logistics — fulfilled by Mercado Libre)
- [ ] Listing optimization (Portuguese for BR, Spanish for rest, local pricing)
- [ ] **Cuotas sin interés / Parcelado** — interest-free installments display

**Why parcelado/cuotas matter:**
- Brazil "parcelado" (10x sem juros = 10 installments no interest) is cultural — products without it convert much worse
- Mexico "Meses sin intereses" — same concept
- Argentina "Cuotas sin interés" — even more critical due to inflation
- Display: "R$1,200 OR 12x R$100 sem juros" — second number is what converts

**Common pitfalls:**
- No installment display → conversion drops dramatically
- Mercado Pago not enabled → users default to PayPal/credit card with worse experience
- Same listing across countries → no local pricing/language

### 4. Google Ads + YouTube

**Why fourth?** Search intent + YouTube reach (high mobile video consumption).

**Setup checklist:**
- [ ] GA4 + Google Ads
- [ ] Local language keyword research (PT-BR or ES with regional variations)
- [ ] YouTube Shorts strategy (mobile + young audience)
- [ ] Brand keyword campaign
- [ ] Performance Max with feed (e-commerce)

**Common pitfalls:**
- Same English keywords → no Spanish/Portuguese coverage
- Ignoring YouTube → high mobile video viewership in LATAM

### 5. TikTok Ads (growing fast)

**Why fifth?** Younger demos, lower CPM, video-first.

**Setup checklist:**
- [ ] TikTok Business Center + Pixel + Events API
- [ ] Local language creative
- [ ] Spark Ads (UGC creators)
- [ ] Catalog connected

**Common pitfalls:**
- US-style polished ads → UGC outperforms 3-5x
- English creative → underperforms native PT/ES

---

## LATAM-specific considerations

### Country-specific platform priority

| Country | #1 | #2 | #3 | Payment |
|---------|-----|-----|-----|---------|
| Brazil | WhatsApp + Pix | Meta + Mercado Libre + Magalu | TikTok + Google | Pix dominant, then Mercado Pago, parcelado |
| Mexico | WhatsApp | Meta + Mercado Libre | TikTok + Google | Mercado Pago, OXXO Pay, MSI installments |
| Argentina | WhatsApp | Meta + Mercado Libre | TikTok + Google | Mercado Pago, cuotas |
| Colombia | WhatsApp | Meta + Mercado Libre | TikTok + Google | Mercado Pago, PSE, cuotas |
| Chile | WhatsApp + Meta | Mercado Libre + Falabella | Google + TikTok | Webpay, cuotas |
| Peru | WhatsApp + Meta | Mercado Libre + Falabella + Linio | Google | PagoEfectivo, BCP |

### Payment must-haves

- **Brazil:** Pix (instant, free) + Mercado Pago + Parcelado (10x sem juros baseline)
- **Mexico:** Mercado Pago + OXXO (cash) + MSI (Meses Sin Intereses)
- **Argentina:** Mercado Pago + cuotas + bank transfer (high inflation = installments critical)
- **Colombia:** PSE + Mercado Pago + cuotas
- **All countries:** Cash payment options (OXXO MX, lottery PE) — still ~20-30% e-commerce

### LGPD and privacy laws

- **LGPD Brazil (effective 2020):** GDPR-equivalent, opt-in, DPO required, ANPD enforcement
- **LFPDPPP Mexico:** opt-in for sensitive data, INAI enforcement
- **Argentina Ley 25.326:** opt-in, AAIP enforcement
- **Colombia:** Estatuto del Consumidor + Habeas Data
- **Penalties LGPD:** up to 2% revenue (max BRL 50M / ~$10M)

**Practical rule:** Treat Brazil like GDPR (opt-in, consent records, DPO at scale).

### LATAM-native tools

| Tool | Purpose | Origin |
|------|---------|--------|
| **Yalo** | WhatsApp commerce + chatbot | Mexico |
| **Take Blip** | Conversational commerce | Brazil |
| **Sirena** | WhatsApp CRM | Latin America |
| **Zenvia** | Multi-channel messaging (WhatsApp, SMS, voice) | Brazil |
| **VTEX** | E-commerce platform alternative to Shopify | Brazil |
| **Tray** | E-commerce platform (Brazil-native) | Brazil |
| **Mercado Pago** | Payments + financial services | Argentina/LATAM |

### Inflation & currency

- **Argentina:** ARS hyperinflation — pricing in USD or weekly-updated ARS
- **Brazil:** BRL stable but volatile vs USD; price in BRL
- **Mexico:** MXN relatively stable; price in MXN
- **Colombia:** COP volatile; price in COP

**Tip:** Display USD on landing pages for international purchases, but ad creative + checkout in local currency.

---

## LATAM output template addition

```markdown
## LATAM Setup Status (Country: [BR/MX/AR/CO])

### Phase 1 Channels Active
- [x] WhatsApp Business API + chatbot (Yalo / Take Blip)
- [x] Meta with Click-to-WhatsApp ads (PT/ES creative)
- [ ] Mercado Libre seller account (in progress)

### Phase 2
- [ ] Mercado Libre Ads
- [ ] Google Search local language
- [ ] TikTok (younger demos)
- [ ] Magalu (Brazil only)

### Compliance
- [x] LGPD opt-in flow (Brazil)
- [x] WhatsApp consent recorded
- [x] Local language ALL surfaces (PT-BR or ES)
- [x] Parcelado/cuotas display configured

### Payment integrations
- [x] Mercado Pago
- [x] Pix (Brazil)
- [ ] OXXO (Mexico)
- [x] Local cards + cuotas

### Spend ramp (USD or local)
- Week 1-2: $20-30/day Click-to-WhatsApp ads
- Week 3-4: +$20-30/day Mercado Libre Ads
- Month 1: ~$1,500-2,000
- Target ROAS: 2-2.5x (lower than US/EU due to lower price points)
```

---

## Common pitfalls (LATAM-specific)

1. **No WhatsApp Business** → losing #1 channel in LATAM
2. **English creative** → 50%+ performance loss vs PT-BR/ES
3. **Same Spanish for all countries** → MX/AR/CO Spanish varies (vos/tú/usted)
4. **No installments display** → conversion crash (parcelado/cuotas cultural)
5. **No Mercado Pago / Pix integration** → missing dominant payment methods
6. **Ignoring Brazil-specific platforms** (Magalu, Tray, VTEX) → leaving market on table
7. **USD-only pricing** → worse conversion than local currency
8. **No COD or cash payment** → missing 20-30% e-commerce
9. **LGPD violations** (Brazil treats this like GDPR — fines up to BRL 50M)
10. **Ignoring inflation** in Argentina (ARS pricing must update weekly)

---

## Region quick-wins (LATAM)

- WhatsApp Business API on day 1 (priority over everything else)
- Click-to-WhatsApp ads from Meta (highest-converting LATAM ad format)
- Local language ALL touchpoints (PT-BR or country-specific ES)
- Parcelado/cuotas display on every product page
- Mercado Pago + Pix (Brazil) integration before launch
- Yalo or Take Blip chatbot for WhatsApp scale
- VTEX or Tray for Brazil e-commerce (better than Shopify for local context)
