Meta has introduced a range of new services for WhatsApp Business, beginning with two of its largest markets—India and Brazil—before expanding to other regions. These innovations include features for business verification and the integration of AI in customer interactions.
On Thursday, Meta’s Vice President of Business Messaging, Nikila Srinivasan, shared that the new services will help businesses verify their authenticity and improve customer engagement through AI-driven features. Initially available in India and Brazil, these updates will eventually be rolled out to additional countries.
The Anti-Spam Feature
Spam messages have been an ongoing issue on messaging platforms, but Meta is introducing AI tools to help businesses optimize their marketing strategies. According to Srinivasan, businesses are eager to connect with potential customers who genuinely want to engage with their content, rather than resorting to spamming. Meta is focusing on improving the user experience, making it a priority to enhance WhatsApp’s service for both businesses and consumers.
What is Meta Verified?
Meta Verified, launched during Meta’s Conversations 2024 event in São Paulo, is designed to help businesses prove their legitimacy and protect users from fraud and impersonation. The service is being tested in India, Brazil, Indonesia, and Colombia, with plans for broader availability. Verified businesses will display a special Meta Verified badge on their WhatsApp profiles, receiving added account support and the ability to use the platform across multiple devices for their teams.
AI in Your Chat
Meta is also introducing AI-powered tools to assist businesses in their interactions with consumers. These AI tools can be activated by businesses, allowing them to handle customer queries more efficiently. Consumers will be informed that they’re interacting with AI, ensuring transparency. Additionally, small businesses using the WhatsApp Small Business App will have access to an AI assistant that can help create ads for Facebook and Instagram.
The new AI tools are designed to improve business efficiency by enabling more targeted communication. The “Ad Manager” feature will ensure businesses reach the right audience with relevant messages, leading to better customer engagement and improved returns on investment. This feature is currently being tested in countries like Mexico and Indonesia.
The AI tools will also assist businesses in following up with customers on their purchases, offering product recommendations, or providing discounts.
Many Assistants, Not One
Meta’s goal is to create multiple AI assistants tailored to various business needs, rather than relying on a single assistant for all functions. CEO Mark Zuckerberg highlighted that these AI tools will be aligned with a business’s products and services. The tools are currently being tested with select businesses in India, Singapore, and soon Brazil.
Calling Feature for Large Businesses
WhatsApp is also trialing a calling feature for large businesses in India and Brazil. This addition will allow consumers to directly call businesses within the chat interface to resolve more complex issues, a service that was previously available only to small businesses.
These updates mark Meta’s commitment to improving WhatsApp’s value for businesses, enhancing both the user experience and customer service capabilities on the platform.