Kenyan social commerce startup Chpter has spun off Pluto, a WhatsApp API suite designed to help businesses automate customer interactions and process transactions. Launched in 2024, Pluto now operates as a wholly owned subsidiary of Chpter, with Andrew Bosson, formerly Chpter's chief growth officer, as co-founder and CEO.

The launch of Pluto comes at a time when Kenyan businesses are struggling to harness the growing trend of social commerce. While millions of Kenyans shop directly through social media platforms, businesses often lose customers when shoppers are redirected to external payment systems. Pluto aims to bridge this gap by enabling users to make payments within WhatsApp, eliminating the need to switch platforms.

According to Tesh Mbaabu, Chpter co-founder and CEO, the idea of Pluto was born out of the overwhelming demand from startups and companies requesting custom chat-based experiences for their customers on WhatsApp. "Following our partnership with Meta, we were flooded with requests from multiple startups and companies requesting to build custom chat-based experiences for their customers on WhatsApp," Mbaabu said. "In less than a quarter, we've onboarded major clients across different sectors."

Despite the surge in social commerce, many Kenyan businesses have yet to fully capitalize on its potential. Cart abandonment rates remain high when customers are forced to exit their social media feeds to complete purchases. Pluto aims to position WhatsApp as a full-service channel for browsing, purchasing, and engagement. By providing a seamless payment experience within WhatsApp, Pluto hopes to reduce cart abandonment rates and increase conversion rates for businesses.

Pluto's customers include notable names such as NCBA Bank, Britam, Safarilink, and the Kenyan Government. The company operates under a hybrid revenue model, charging businesses a monthly software-as-a-service (SaaS) fee ranging from $50 for small enterprises to $550 for larger ones. In addition, Pluto generates revenue from per-interaction fees related to sales and support, and outbound WhatsApp messages for marketing and operational purposes, as a Meta business partner.

The launch of Pluto is a significant development in the Kenyan social commerce landscape, and its impact is expected to be felt across various sectors. As more businesses adopt Pluto's WhatsApp API suite, it is likely to drive growth in social commerce and increase the adoption of digital payment systems in Kenya.

In the broader context, Pluto's launch highlights the growing importance of social commerce in Africa. As more Africans turn to social media platforms for online shopping, businesses that can provide seamless payment experiences within these platforms are likely to gain a competitive edge. Pluto's WhatsApp API suite is well-positioned to capitalize on this trend, and its success could pave the way for similar innovations in other African markets.