JS Bank Limited on Tuesday announced the launch of the first-ever 'self-service' banking channel on WhatsApp in Pakistan.

The channel was launched in collaboration with Infobip, a global leader in omnichannel engagement, and WhatsApp Business Solutions, according to a press release by JS Bank.

At launch, the service is set to allow customers to explore the bank's various products and services, locate bank branches, ATMs, JCash agents, and to lodge complaints. The service is "completely free to use with no registration process", said the handout.

"To initiate a conversation, users simply need to send a message on +923487003000. WhatsApp messages are encrypted and the green badge next to the JS Bank name in the chat window ensures customers are engaging with a business’ verified account," explained the bank in its statement.

The self-serving banking channel is accessible to users anywhere around the world.

“As a customer focused bank, it’s our duty to ensure that our customers are provided with the means to carry out banking services through any channel they desire,” said JS Bank President and CEO Basir Shamsie.

“We are constantly seeking new ways and opportunities to meet customers at their preferred touch points and will ensure our customers are actively engaged on WhatsApp.”

According to JS Bank Chief Digital Officer Khurram Shaikh, the goal is "to provide consumers with an unparalleled digital experience and to provide them with financial solutions and services in line with their needs".

"Innovations like chat banking on WhatsApp pave the way forward for consumers to gain confidence and trust in digital transactions," he said.

Shaikh said that JS Bank aims to continue the trend to develop "innovative and technology-driven solutions that will enable the migration of our customers from branches to digital channels".

"Through the launch of industry first initiatives, JS Bank is cementing its position as an industry innovator and digital front runner,” he said.

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JS Bank's partner in the venture, Infobip, enables "banks with direct access to this chat app, making end user interactions convenient".

Infobip realises "the importance of improving customer experiences within the banking sector" and that WhatsApp remains a user's most preferred messaging app.

"Upgrading customer experience is a vital goal for all corporate entities, and we are thrilled that JS Bank is one of the first banks in Pakistan that recognised this shift to customer-centricity by elevating their communications experience with WhatsApp Business Solutions,” said Company Secretary of Infobip Pakistan Guray Ozturk.