WhatsApp, owned by Facebook’s parent company Meta, has announced the launch of a new feature called “Channels” that will facilitate verified businesses, celebrities, and other entities to send updates and news to users. The free-to-use feature will be launched in Singapore and Colombia later this month, with plans to extend the reach later this year. The new service is part of Meta’s aim to create a lucrative business platform for WhatsApp. The feature will enable admins to send text, videos, polls, stickers, and photos to followers on channels. The channels will be listed in a directory that users can access according to their interests, and users will not have their phone numbers revealed to the admins or other followers. The new updates tab will be the home of the user’s chosen channels, while new channels can be followed through an invite link. WhatsApp also unveiled that once it introduces end-to-end encryption options for limited audiences, non-profit or healthcare organizations will be able to create end-to-end encrypted channels. WhatsApp’s history of the channel will only be stored on servers for 30 days, and admins can block screenshots and forwards if they choose.
Meta’s efforts to expand WhatsApp as a lucrative platform for businesses come as WhatsApp has been a favorite messaging app for family and friends. The move is seen as Meta’s endeavor to compete with rivals such as Telegram, Snapchat, among others, who have already integrated business features. The convenience of staying in one app for all your messaging and business needs is likely to help consolidate WhatsApp’s position as one of the leading app choices for both purposes.
Meta wants to create a metaverse, bringing virtual reality, augmented reality, artificial intelligence, and blockchain technology together under one umbrella. “Meta’s vision is not about building a virtual world to replace the real one. It’s about building a set of technologies that give people more control over their lives, allowing them to connect with each other in meaningful ways where physical distance doesn’t matter,” Mark Zuckerberg, the CEO of Meta, stated in a recent earnings call.
WhatsApp hasn’t monetized its app directly yet, but with the introduction of Channels, the company is exploring ways to monetize WhatsApp through businesses that can use the service for customer services, transactions, and advertising. It is speculated that the company could introduce payment services for businesses within channels, and the ability to promote channels in the directory, as well as charge businesses for access to a broader audience.
In conclusion, with the launch of the new feature Channels, WhatsApp aims to become a more convenient and flexible app for business purposes, enabling users to connect with their preferred businesses and organizations through the app. Meta sees great potential in WhatsApp to become a lucrative platform for businesses that can integrate their sales, customer support, and marketing functions. The launch of Channels indicates the first step towards that goal, and with WhatsApp’s 2 billion active users, the feature has the potential to become a significant driver of Meta’s growth in the coming years.
