WhatsApp Business has recently announced a range of new features designed for small and medium-sized businesses. Two of the key features include paid blue ticks, known as Meta Verified, and an artificial intelligence (AI) assistant.
The announcement was made by Meta CEO, Mark Zuckerberg, during the Conversations event held in Sao Paulo, Brazil. Zuckerberg emphasized the role of AI in shaping the future of all Meta applications, including WhatsApp.
The Power of AI in WhatsApp Business
One of the highlights of the new features is the integration of AI into WhatsApp Business, allowing business owners to leverage this technology to create Facebook and Instagram ads that drive prospective customers to initiate chats with businesses via WhatsApp.
AI in WhatsApp Business can assist businesses in responding to frequently asked questions, such as inquiries about product catalogs. Additionally, business owners can utilize AI to follow up with customers who can be contacted, for example, to remind them about items left in their cart or offer discounts.
Zuckerberg reiterated the importance of aligning AI with products and services, stating that doing this correctly presents significant opportunities for business growth. WhatsApp is currently testing these features with small businesses in English in India and Singapore, with plans to launch them in Brazil soon.
Meta Verified: Enhancing Business Credibility
In addition to AI capabilities, Meta has introduced Meta Verified for business accounts on WhatsApp. Initially launched in September 2023 for Facebook and Instagram, this feature is now extended to WhatsApp.
Businesses subscribing to Meta Verified on WhatsApp will receive a verification badge (blue tick), protection against identity impersonation, prioritized account support, and various other features to enhance visibility. This feature has been rolled out in Brazil, India, Indonesia, and Colombia, with plans for further expansion to other countries.
With Meta Verified, it becomes easier for small businesses to build credibility with customers, strengthen their brand, and provide customers with a sense of security when contacting them.
Phone Calls in Chat with Large Businesses
WhatsApp Business is also introducing the capability for phone calls within chats with large businesses. This feature allows consumers to speak directly with a business representative with just a tap.
This feature is particularly useful for complex conversations, such as customers looking to open a new account with a bank or discussing travel details with an agent. The phone call feature is currently in the testing phase and will be extended to more businesses in the coming months.
These new features aim to empower businesses of all sizes to engage with customers more effectively, enhance credibility, and streamline communication processes. As WhatsApp continues to evolve as a key platform for business interactions, these updates signify Meta's commitment to providing innovative solutions for businesses leveraging the WhatsApp Business app.
