Meta, the parent company of social media giant Facebook, is expanding its Meta Verified program to include WhatsApp Business users in Brazil, India, Indonesia, and Colombia. This program, which was initially launched for creators and later extended to businesses, offers a range of features to enhance the messaging experience for companies. By subscribing to the program, businesses gain access to a badge and impersonation protection, as well as a verified WhatsApp channel for marketing purposes. They can also use their WhatsApp Business account from multiple devices and create a custom web page to share with customers or vendors.
In addition to these features, Meta is introducing the ability for users to call large businesses through WhatsApp using APIs. This allows for customer support calls to be made within the app, eliminating the need for businesses to use personal phone numbers. While WhatsApp has confirmed that it will charge companies for this service, pricing details have not yet been revealed.
Meta’s focus on enhancing the business messaging experience aligns with its efforts to build a full suite of solutions for businesses on WhatsApp. With over 200 million monthly users on WhatsApp Business, Meta aims to provide businesses with the necessary tools to effectively communicate with their customers. The company is also launching AI-powered tools for automated customer support and ad creation, further expanding its offerings for businesses.
The introduction of click-to-WhatsApp ads has been successful for Meta, with CEO Mark Zuckerberg stating that these ads have reached a $10 billion annual run rate and are continuing to grow. Indian logistics company Shiprocket has seen positive results for merchants using click-to-WhatsApp ads, with Chief Product Officer Praful Poddar noting that they provide an effective marketing channel and drive transactions and engagement on the platform.
Meta’s focus on messaging and customer support-related features is driven by the significant revenue generated by business messaging on WhatsApp. During its Q1 2024 earnings call, Meta reported that its family of apps generated $380 million in revenue, largely attributed to business messaging on WhatsApp.
A recent study conducted by Meta in partnership with Bain & Co highlights the potential for conversation commerce in India. The study reveals that out of the 650 million users active on social media and messaging platforms in India, only 200 million shop online. Meta sees this as a significant opportunity to bring more merchants onto WhatsApp and facilitate shopping for the remaining user base, considering WhatsApp’s user base of over 400 million in India.
In conclusion, Meta’s efforts to enhance the business messaging experience on WhatsApp through the Meta Verified program and additional features reflect its commitment to providing businesses with a comprehensive suite of solutions. With the introduction of click-to-WhatsApp ads and the potential for conversation commerce, Meta aims to further empower businesses to connect with their customers and drive revenue on the platform.
