Every connection is an opportunity, and there are 600 million conversations between people and businesses every day. Recently, Meta hosted its third annual business messaging event in Brazil to announce the latest product updates and illustrate how businesses can benefit from business conversations.
We have summarised some key updates that you should not overlook:
- WhatsApp Voice Calls for the WhatsApp Business Platform
- WhatsApp Group Chats on the WhatsApp Business Platform
- Meta Verified on WhatsApp
- Meta AI tools for businesses
Voice Calls for the WhatsApp Business Platform
At present, customers cannot call businesses using WhatsApp Business API, but the situation is set to change soon. WhatsApp is going to extend call support for enterprises which are using the API for more complex enquiries, providing flexibility and convenience for both businesses and customers.
Businesses will only be able to receive calls from customers, but in the future, there is a potential for businesses to initiate direct calls to their customers after obtaining the consent. This feature has undergone a testing phase, and Meta plans to gradually expand its availability to more businesses in the upcoming months.
WhatsApp Group Chats on the WhatsApp Business Platform
Meta has started the testing phase for WhatsApp Group Chats for the WhatsApp Business Platform users. Multiple customers can communicate with the businesses in the same chat, enhancing the efficiency and effectiveness of communications.
Meta Verified on WhatsApp
Meta mentioned 40% of people globally are concerned about the legitimacy of the business. To address this, Meta Verified provides businesses with a sense of authenticity. This year, Meta is expanding the availability of this feature from Facebook and Instagram to WhatsApp.
WhatsApp Business App users in Brazil, India, Indonesia, and Colombia now have the convenience of applying for verification directly within the app. In the near future, accounts on the WhatsApp Business Platform that successfully obtain the green tick will seamlessly transition to the blue Meta Verified badge. By showcasing their verified status, businesses can establish trust and credibility with their customers, and also receive enhanced support from Meta.
Meta AI tools for businesses
With the integration of Llama 3, Meta AI transforms into more than just an assistant. It becomes an agent that provides assistance in interacting with customers, responding enquiries, creating Click-to-WhatsApp ads, and more. This feature will soon be available on WhatsApp Business App in India, Singapore and Brazil.
The future of business messaging has arrived. Together, let’s create seamless journeys for your customers from answering enquiries, to recommending products and finalising purchases through business messaging. Consult with our experts for further information and stay updated on the latest trends in chat commerce.
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