Meta Introduces New Features for WhatsApp Business in India and Brazil
Meta Verified and AI Integration Announced
Meta has unveiled a suite of new services for WhatsApp Business, focusing on verification, authentication, and the integration of Meta’s AI into business chats. Initially being tested in India and Brazil, these features are set to expand to additional countries in the coming months, according to Nikila Srinivasan, Meta’s Vice President of Business Messaging.
Enhanced Anti-Spam Measures
As spam messages become increasingly prevalent on messaging platforms, Meta aims to improve marketing strategies through advanced AI tools. Srinivasan highlighted that Meta’s AI will optimize marketing efforts, helping businesses reach engaged customers rather than resorting to spam. The goal is to enhance user experience and ensure that businesses connect with individuals who are genuinely interested in their messages.
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Introduction of Meta Verified
Unveiled at Meta’s Conversations 2024 event in São Paulo, the Meta Verified feature is designed to combat fraud and verify the authenticity of businesses on WhatsApp. This feature will help protect businesses from impersonation by ensuring users interact with legitimate entities. The Meta Verified badge will be displayed on business channels and custom WhatsApp pages, providing added security and credibility.
Businesses that achieve Meta Verified status will benefit from enhanced support and the ability to use WhatsApp across multiple devices for their teams. Initially, this feature will be available in India, Brazil, Indonesia, and Colombia, with plans to expand to other regions over time.
AI-Powered Chat Enhancements
Meta is also integrating AI into WhatsApp Business chats to improve resource efficiency and customer interaction. This AI feature will assist businesses in managing conversations and will be clearly marked to inform users when they are interacting with an AI. The WhatsApp Small Business App will include an AI assistant to help create ads for Instagram and Facebook.
Small businesses will have access to an ‘Ad Manager’ tool, allowing them to target relevant users more effectively and optimize their marketing investments. This feature is currently being tested in Mexico and Indonesia. AI tools will further support businesses by aiding in customer follow-ups, product searches, and discount offers.
Diverse AI Assistants for Businesses
Mark Zuckerberg, Meta’s CEO, emphasized the company’s vision of deploying various AI assistants tailored to different business needs. Initial testing will involve English-speaking businesses in India and Singapore, with plans to include Brazilian businesses shortly. The aim is to scale AI capabilities to enhance business operations and customer interactions.
New Calling Feature for Large Businesses
A new calling feature is being trialed for large businesses on WhatsApp, enabling direct consumer calls to resolve complex issues. This feature, previously available only to small businesses, will now support larger entities, facilitating more efficient customer service for intricate requests.
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