Meta, formerly known as Facebook, is rolling out a slew of services for WhatsApp Business, starting with key markets like India and Brazil, with plans for a global expansion in the near future, revealed a senior executive of the company.
In a significant move announced on Thursday, Meta introduced a range of features aimed at enhancing the business experience on WhatsApp. These include Meta Verified, a feature designed to combat fraud and ensure users engage with legitimate businesses, thereby offering protection from impersonation. The initiative is set to debut in India, Brazil, Indonesia, and Colombia, before extending to additional countries.
Nikila Srinivasan, Meta’s vice president of business messaging, emphasized the rigorous verification process that will accompany the Meta Verified badge, providing businesses with enhanced account support and the ability to utilize WhatsApp across multiple devices.
Meta’s foray into AI-driven conversations is another focal point, with the integration of AI tools into chats aimed at optimizing marketing efforts and fostering more meaningful engagement with consumers. Businesses will be equipped with AI assistants to streamline interactions, allowing for efficient resource allocation and personalized customer experiences.
The WhatsApp Small Business App will feature an AI assistant to aid in ad creation for platforms like Instagram and Facebook, enhancing visibility and engagement. The Ad Manager tool will empower businesses to target specific user subsets, maximizing returns on investment while ensuring users receive relevant messages.
Meta CEO Mark Zuckerberg underscored the company’s vision of deploying diverse AI assistants tailored to different business needs, enhancing scalability and efficiency. Testing of these AI functionalities has commenced with English language businesses in India and Singapore, with plans for expansion to Brazilian businesses.
Furthermore, a new calling feature within WhatsApp Business chats is in trial phases in India and Brazil, enabling direct communication between consumers and large businesses for issue resolution. Srinivasan highlighted the utility of this feature for consumers with complex queries requiring direct interaction with customer care executives.
As Meta continues to innovate and refine its offerings for WhatsApp Business, these initiatives mark a significant step towards enhancing user experience, combatting fraud, and empowering businesses to thrive in the digital marketplace.
