Meta, the parent company of Facebook, has introduced several new features and enhancements to WhatsApp Business as part of its strategy to help small businesses build a stronger presence, improve in-app customer interactions, and accelerate sales growth ahead of the festive season.

The updates were announced at Meta‘s first WhatsApp Business Summit in Mumbai on September 12, 2024.

Key Highlights of the New Features
1. Meta Verified Now Available for Small Businesses: Meta is rolling out its paid verification service, Meta Verified, to all eligible small businesses in India using the WhatsApp Business app. This follows a phased introduction that began in September 2023, targeting businesses in India, Brazil, Indonesia, and Colombia. The service allows businesses to create verified channels, set up professional webpages, and link multiple devices, depending on their subscription tier. All subscribers will have access to features such as a verified badge, account support, and protection against impersonation.
2. Personalized Messaging Capabilities: Starting September 12, small businesses can send personalized messages to customers via the WhatsApp Business app for a fee. These messages can include appointment reminders, birthday greetings, or updates on holiday sales, and can be customized with the customer’s name and call-to-action buttons. The feature, announced in June 2023, aims to enhance customer engagement.
3. On-Ground Training and Resources: Meta will launch a ‘WhatsApp Business Yatra’, during which company executives will visit tier-2 and tier-3 cities in India to provide hands-on training to small businesses on using WhatsApp Business, setting up catalogs, and creating ads. Additionally, Meta plans to build a resource center on its website to offer quick-access tutorials for businesses.

Meta continues to expand its WhatsApp Business offerings as part of its effort to diversify revenue streams beyond traditional digital advertising. In the past year, Meta introduced several AI tools to help small businesses, including AI agents for automated customer support and an AI assistant for creating engaging ads.

In addition, Meta modified its pricing strategy by categorizing conversations into Utility, Authentication, Marketing, and Service types, and adjusted rates accordingly.

Meta has also updated its messaging policies to allow businesses from regulated sectors, such as real-money gaming and over-the-counter drugs, to send promotional messages via WhatsApp Business in India. However, the platform still prohibits messages promoting alcohol in India and restricts businesses in regulated sectors from conducting any commerce activities through WhatsApp.

With WhatsApp’s vast user base — over 2 bn daily active users worldwide and 500 mn in India — Meta aims to capitalize on the growing importance of business messaging. The introduction of Meta Verified and other features reflects the company’s commitment to helping businesses maximize their value and enhance customer experiences on WhatsApp.