Meta has announced a big upgrade to its WhatsApp Business platform, introducing advanced AI tools designed to enhance user interactions and streamline business operations. This update marks a pivotal move in Meta’s strategy to integrate AI deeply within its suite of applications, reflecting a broader trend in the tech industry towards AI-powered solutions.
Meta launched its first AI-driven ad targeting program for businesses on WhatsApp, aiming to further monetize the popular chat service. CEO Mark Zuckerberg made the announcement at a conference in Brazil via a video presentation.
“Now, our vision is not just to build a single AI assistant but also to enable lots of different AIs that can serve different purposes, including for businesses. Any business should be able to quickly stand up an agent that can talk to your customers, provide support, and facilitate commerce,” he said.
This development represents a shift for WhatsApp, a platform known for its privacy features and reluctance to employ targeted advertising methods like those used in Meta’s other applications, such as Facebook and Instagram.
The new AI tools will leverage user behavior on Facebook and Instagram to send targeted customer messages, provided they use the same opted-in phone number across accounts.
With this news going online, this is what WhatsApp users worldwide have to say!
Why would rational people allow Meta to get all up in their business like that? Providing them with all the data they need to render your business extinct. When is the Meta-Store due to be launched?
— AP Williams 🇿🇦 (@AparryW) June 7, 2024
Guilherme Horn, WhatsApp’s head of strategic markets, highlighted the importance of these tools in optimizing ad delivery to users most likely to engage, thus providing better value for businesses.
Meta has been increasingly focused on generating revenue from WhatsApp, which, despite its massive user base, has not significantly contributed to Meta’s total revenue since its $22 billion acquisition in 2014. The introduction of these AI tools is part of a broader strategy to enhance the app’s monetization capabilities.
Why don’t you roll out WABA app for easier interface ? We use a third party and struggle with the UI
— Niraj Bora (@nJJ1) June 7, 2024
At the same conference, Meta also introduced a new AI chatbot designed to handle business inquiries directly within chats. This chatbot can assist users with common requests, such as finding catalogs or business hours, similar to existing AI-powered customer service platforms.
Additionally, Meta announced the integration of Brazil’s PIX digital payment method into WhatsApp’s payment tools, aligning with WhatsApp’s recent moves to offer payment services from rival providers in other markets, such as India.
Life made easier for 419 scammers
— jay shidzinga (@JayShidzinga) June 7, 2024
These AI-powered features for WhatsApp Business apps, such as creating click-to-WhatsApp ads and generating responses to frequent customer messages, were part of Meta’s broader vision of leveraging AI to assist businesses in their interactions with customers. Zuckerberg emphasized that the goal is to enable businesses to quickly set up AI agents that can facilitate commerce and provide support.
Meta is also introducing Meta Verified on WhatsApp Business in Brazil, India, Indonesia, and Colombia. This feature ensures businesses have registered their information with Meta, offering enhanced account support and allowing businesses to use WhatsApp across multiple devices.
Many were found asking questions about this new update!
How is this materially different from the WhatsApp for Business verified check mark?
— Sceptic (@MainBhiPhenku) June 7, 2024
Additionally, WhatsApp is testing a feature to allow users to call larger businesses directly through the app, which could be particularly useful for complex customer service needs.
In addition to these tools, Meta’s AI assistant is now available on a dedicated website, allowing broader accessibility and the potential to introduce the technology to a wider audience. This move is part of Meta’s strategy to create a universe of AI characters with unique personalities and backstories, enhancing user engagement across its platforms.
How to get this for business
— TheOneplusopinion (@ManiaMaldives) June 7, 2024
These new artificial intelligence tools and features represent a major advancement in Meta’s efforts to integrate AI across its platforms, aiming to improve business operations and customer engagement. As these tools are rolled out globally, they are expected to become essential to business strategies across various industries.
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