Meta, the parent company of WhatsApp, announced on Thursday the launch of its Meta Verified program for WhatsApp Business users in Brazil, India, Indonesia, and Colombia. This program, aimed at enhancing business credibility and customer interaction, is poised to expand to additional countries in the near future. Moreover, Meta is introducing a tiered subscription model for this service, with plans starting at $14 per month.
Expanding Verification and Services
Initially introduced for creators in March 2023 and later extended to encompass businesses in September of the same year, Meta’s verification program was previously confined to Facebook and Instagram platforms. With this recent expansion to WhatsApp Business, merchants subscribing to the service will receive a distinctive badge, along with enhanced protection against impersonation upon sharing their business details with Meta.
Enhanced Features for Businesses
In addition to verification, subscribing businesses will gain access to a range of features to streamline their operations and enhance customer engagement. These features include the ability to utilize their WhatsApp Business account across multiple devices, ensuring flexibility and accessibility. Furthermore, businesses will have the opportunity to create a customized web page, providing customers and vendors with detailed information about their offerings.
Facilitating Customer Interaction
Meta is also introducing new avenues for customer interaction within WhatsApp Business. Users will now have the option to initiate calls to large businesses via WhatsApp using APIs, facilitating seamless communication akin to traditional customer support services. This enhancement eliminates the need for businesses to utilize personal phone numbers for customer calls, thereby improving privacy and professionalism.
Personalized Messaging and AI Tools
Acknowledging the importance of tailored communication, Meta is rolling out a personalized messaging service for businesses. This feature empowers merchants to send personalized messages, including coupon codes, product updates, and birthday wishes, to their customers. Additionally, Meta is leveraging AI-powered tools to automate customer support and streamline ad creation, further enhancing the efficiency of business operations on WhatsApp.
Driving Business Growth
Meta’s focus on enhancing business functionalities within WhatsApp aligns with its strategic goal of capitalizing on the platform’s vast user base for revenue generation. With over 200 million monthly users on WhatsApp Business, Meta aims to provide a comprehensive suite of solutions for businesses to effectively communicate with their customers. The introduction of click-to-WhatsApp ads has proven to be particularly successful, with positive results reported by businesses such as Shiprocket, demonstrating significant return on ad spend (ROAS).
Seizing Market Opportunities
Meta’s emphasis on bolstering conversation commerce within WhatsApp underscores its commitment to tapping into the burgeoning e-commerce market in India. A recent study conducted by Meta in collaboration with Bain & Co revealed a substantial opportunity for growth in conversation commerce, particularly among the vast majority of Indian users who have yet to embrace online shopping. With WhatsApp boasting a user base of over 400 million in India alone, Meta aims to leverage the platform to onboard more merchants and facilitate e-commerce transactions for a broader audience.
Meta’s rollout of Meta Verified for WhatsApp Business users marks a significant step towards enhancing business capabilities and fostering customer engagement on the platform. By offering a comprehensive suite of features, including verification, personalized messaging, and AI-powered tools, Meta aims to empower businesses to thrive in the digital landscape. As Meta continues to innovate and expand its offerings, it underscores the immense potential of conversation commerce and the pivotal role of WhatsApp in driving business growth and fostering meaningful connections between businesses and customers.