- Meta is investing in new capabilities to help people and businesses connect and get business done on WhatsApp.
- Meta’s foray into AI-driven ad targeting on WhatsApp showcases its commitment to enhancing user experiences and empowering businesses with advanced tools for customer engagement.
Meta, the tech giant overseen by CEO Mark Zuckerberg, recently unveiled its inaugural AI-powered ad targeting programme tailored for enterprises on WhatsApp.
The move signifies Meta’s endeavour to generate revenue from the widely-used chat platform. This development marks a departure for WhatsApp, a messaging service known for its emphasis on privacy and avoidance of targeted advertising tools similar to those utilized by Meta’s other platforms such as Facebook and Instagram.
Over the years, Meta has integrated commerce and payment features into WhatsApp, including tools for businesses to manage customer service conversations and distribute marketing content to users who have provided their contact details.
The introduction of AI tools represents a shift towards more personalised messaging, using insights from users’ interactions on Facebook and Instagram to direct messages towards individuals who are likely to be interested. By leveraging AI to address common inquiries on WhatsApp, businesses can swiftly assist customers and enhance engagement.
Guilherme Horn, WhatsApp’s head of strategic markets, highlighted how these AI tools enable businesses to refine their ad targeting, ensuring that messages are delivered to the most responsive audience.
This shift is particularly significant for businesses as they invest in messaging services to enhance customer interactions. Additionally, Meta’s recent introduction of a chatbot to manage business inquiries directly within chats aligns with Zuckerberg’s vision of businesses leveraging automated tools for communication.
Meta Verified, a new feature being introduced in select regions, provides businesses with upgraded account support and security measures, denoted by a verification badge. This initiative aims to foster trust between businesses and users on WhatsApp, offering enhanced customer service capabilities while ensuring authenticity.
As Meta continues to monetise WhatsApp, it seeks to maximize the platform’s potential and expand its revenue streams through innovative features and services.
Discover more from TechChannel News
Subscribe to get the latest posts to your email.