Globoplay boosts streaming subscriptions via WhatsApp with Agentforce.

Rapid growth and a limited chatbot led to long waits for answers and help with account upgrades.

Globoplay is one of the world’s largest streaming services, drawing 25 million viewers each month with a diverse library ranging from free, ad-supported content to premium tiers packed with exclusive originals, international hits, soap operas, sports, and podcasts. Their creative pedigree boasts 17 international Emmys and an Oscar, so it’s no surprise Globoplay has grown subscribers by 30% annually — and they’re working to keep that momentum going.

But behind the scenes, managing customer support with this much growth is a big task. Each year, Globoplay fields 7.7 million subscriber questions across WhatsApp, social media, web chat, and phone — all handled by 200 service reps and an Einstein chatbot. When a blockbuster season drops, the flood of inquiries, more than half of which are focused on subscription questions and show availability, can lead to long waits for assistance.

And not all subscribers have the same support experience: Paid users can access a personal account portal and a vast knowledge base that helps them answer 98% of their own questions, whereas nonsubscribers and freemium users have a menu-driven chatbot that’s only capable of a limited number of preset actions. This means simple questions like, “I’m having trouble watching this show” or “Which subscription tier is right for me?” often go unanswered, or get transferred to long support queues.

For example, if a sports fan is unsure which subscription tier includes playoff games, they’ll start their inquiry with the chatbot. If they don’t find their answer in several menu options, the conversation is routed to a support queue where the fan has to explain the issue again from scratch. The rep then searches BeeDoo, Globoplay’s internal knowledge library, to pinpoint the right tiers, explains the options, and triggers multiple API calls to update the customer’s account to the best subscription for their needs. 

Globoplay wants to move beyond this reactive model — where customer inquiries are the primary driver of account upgrades — to a proactive model where they’re reaching out with timely, personalized offers that get customers excited about upgrading.

To meet these goals, Globoplay recognized that simply hiring more reps wasn’t sustainable. “We’re very committed to improving the service we offer our nonsubscribers and freemium users,” said Digital Director Samuel Dall’Agnol. “But improving customer experience with more hiring alone would require growing the support team fivefold.” Instead, they’re reimagining their entire support system — aiming for faster, easier, and more personal interactions that keep pace with their rapid growth.

Agentforce boosts response accuracy by 109% while handling more than 1,000 conversations daily.

Globoplay turned to Agentforce, the agentic layer of the Salesforce Platform, to rethink how they serve freemium-tier and nonsubscribers — day or night. Their first AI agent for autonomous FAQ resolution is already live on WhatsApp, meeting customers in their preferred channel.

Agentforce answers common yet complex questions in a friendly, conversational tone, nudges freemium users toward upgrades, and walks new customers through getting started — all with zero wait time. Every chat begins in WhatsApp, where they’re greeted by an Einstein chatbot that verifies their login info. From there, the chatbot routes them to the right help channel based on their status. Paid subscribers continue to be supported by Einstein — which is better set up to handle subscriber questions — or are connected to a customer service rep. If they’re a freemium user, the conversation is handed off to Agentforce to handle the more complex questions.

Once the conversation starts, customers can simply ask questions in natural language — no menus or guesswork required. For example, “I want to watch the new reality show. What plans offer it?” prompts Agentforce to tap into Globoplay’s knowledge base, preloaded with topics to  recommend the right tiers: “Globoplay and Live Channels or a Bundle subscription with Premiere both offer the newest season.” From there, Agentforce can share details or direct links, answer follow-up questions, and guide the customer through signup, account creation, or login recovery. What once required multiple back-and-forth conversations — or risked losing the customer — now happens seamlessly in a single interaction.

Agentforce also collects valuable feedback. When a conversation is closed, it surfaces an optional satisfaction survey. Every survey and conversation is stored in Data Cloud, giving Globoplay a complete, real-time customer record. That data helps them spot trends faster, personalize support, and speed up resolutions.

If a customer asks something outside Agentforce’s scope, like, “Can I work at Globoplay?” or “Can I have a month for free?” Agentforce responds politely, either letting the user know it can’t help or escalating them to a live rep. 

With Agentforce providing subscriber support, retention is up 22% compared to their previous chatbot, meaning customers stay in the conversation until their question is fully answered. Response accuracy has jumped 109%, and Agentforce now handles thousands of conversations every day. 

Looking ahead, Globoplay expects Agentforce to drive higher conversion from their freemium to paid tiers, fewer cancellations or downgrades, improved customer satisfaction scores, and more time back for reps to focus on high-value needs like payment support.

But Globoplay’s long-term vision is to become an agentic enterprise, with internal and customer-facing agents supporting every workflow. For example, they envision an agent tailored for paid subscribers, and building an upsell agent powered by trillions of viewing-behavior data points to make hyperpersonalized “watch next” recommendations — even for their live content that other services don’t offer. This will enable Globoplay to offer suggestions tailored to what like-minded viewers also enjoyed and keep viewers engaged with the platform. 

They’re also planning internal agents for B2B sellers to take on time-consuming work like checking advertising balances, surfacing contract details, and creating opportunities. On the developer side, they’re excited to use Agentforce to boost productivity with AI-generated code.

From answering common questions to shaping entirely new customer journeys, Agentforce is helping Globoplay turn every interaction into a smarter, more personal experience — for both customers and employees.

Salesforce’s deeply unified platform connects every team, making subscriber interactions seamless and consistent.

Globoplay is in the middle of a full-scale technology transformation — powered by the Salesforce Platform. “We’ve had double-digit growth the last five years, almost 30% by year,” said Dall’Agnol. “To keep this speed, we rely on all the features and capabilities of our Salesforce apps.” 

At the center of their Salesforce stack is Media Cloud — a customized CRM built on top of Service Cloud and Sales Cloud with an industry-specific data model, plus specialized apps and capabilities tailored for the media industry. Media Cloud is Globoplay’s central hub — integrating Sales Cloud’s complete product catalog and Service Cloud’s rich customer profiles, case history, and internal knowledge base. Also connected to Media Cloud is Experience Cloud, which enables paid subscribers to access that knowledge directly through Globoplay’s web portal.

With everything in one place, Globoplay sellers and service reps can review exactly what a customer subscribes to, how they’ve interacted with the brand, and even anticipate their needs — without switching systems. For example, if Media Cloud shows that a paying subscriber just added a child profile to their account, the rep can instantly recommend the best sources to find age-appropriate content. That means personalized interactions, faster resolutions, fewer handoffs, and a better customer experience.

Marketing Cloud takes that unified data and turns it into action. With the journey orchestration tool, Globoplay can send personalized, real-time messages across email, WhatsApp, and SMS. For example, if a customer on the free plan streams hours of soccer, Marketing Cloud can automatically send a message that says, “I see you love watching soccer. Upgrade now to watch more league games.”

The platform also handles critical communications like billing and payment reminders, and manages Globoplay’s B2B advertising, ensuring marketing dollars are spent on the right people at the right time.

“What stands out about Salesforce is that there are always new innovations, so we don’t need to develop everything ourselves,” said Dall’Agnol. “We don’t need to put much effort into improving the features we need, nor customizations. Salesforce just keeps up, and does it better.” 

Media Cloud connects marketing, sales, and service on a single, industry-specific platform. That gives Globoplay the real-time, unified viewer data they need to serve more customers without adding complexity to their tech stack. That means faster onboarding for new reps, since everything they need lives in one place, better upsell conversion rates thanks to personalized outreach powered by live viewing data, and reduced customer effort because knowledge articles and answers are easy to find online.

“Out of all the Salesforce products we use, Agentforce was the easiest to get started with,” said Dall’Agnol. “Recently, we held a two-day Agentforce workshop for 70 employees from across the business. By the end, every single one of them could create an agent. I don’t know of any other solutions that are that fast to learn.” That quick learning curve was a game changer for Globoplay, who wanted to be among the first to roll out Agentforce and hit the ground running.

Their very first agent was built out of the box, using Agent Builder's low-code and no-code tools and natural language setup. They brought over more than 35 topics by copying from their existing Einstein chatbot dialog structure. That simple copy-and-paste process made it possible for them to go from design to deployment in just four weeks. 

“Salesforce is our home base. All our customer information is inside of Salesforce,” said Dall’Agnol. “That made getting started with Agentforce easy. We just needed to give it access to the information we already had.” 

Even when things didn’t go perfectly — like during an initial test when Agentforce automatically transferred a basic question to a service rep, instead of attempting to answer — Globoplay could fix them quickly. After digging into the data, they found the missed answers were mostly due to wording nuances, such as a customer asking about “options” instead of “subscription plans.” To fix this, all they had to do was tweak the agent’s instructions to understand a wider range of phrasing. No long debugging sessions required.

What’s more, Globoplay launched Agentforce when the newest season of their biggest show dropped. Agentforce delivered immediate value during this high-traffic time, easing the pressure on busy service reps and helping customers get back to streaming their favorite content faster. Looking ahead, Globoplay is aiming to become an Agentic Enterprise — where people and AI work together, achieving more than either could alone. And because Agentforce is deeply integrated with their other Salesforce apps, Globoplay has a head start for their “Year of 100% Scalable AI Agents.” That kind of seamless, flexible technology is exactly what will help Globoplay keep their competitive edge.