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Meta announces new features for WhatsApp Business users
Meta Platforms-owned WhatsApp, which recently launched WhatsApp Channels in India and over 150 countries, has announced the launch of several business-focused features for WhatsApp business users at its Conversations event in Mumbai held on September 20.
The newly launched features include Flows, which allows businesses to offer customised chat experiences to customers; Payments, which enables customers to pay businesses within the chat like users normally do via WhatsApp Payments; and Meta Verified, which gives businesses a badge of authenticity and additional benefits.
Meta Verified comes after its launch on Instagram and Facebook. The subscription, which starts at Rs 699 per month for iOS and Android users, enables users to get a blue checkmark on their profiles, with additional priority support.
“We have continued to innovate with our messaging formats, our group chats and broadcast channels. And it is the same focus that we are bringing to how we support businesses, creating simple to use and easy to scale tools so they can connect with their customers in meaningful ways,” said Mark Zuckerberg, Founder and CEO of Meta.
What is Flow?
WhatsApp wants businesses to customise the chatting experience with their customers. Flows is a feature that lets businesses create rich menus and forms within the chat, so customers can perform various actions without leaving the conversation.
For example, a bank can build a way for customers to book an appointment to open a new account, a food delivery service can build a way to place an order from any of their partner restaurants, or an airline can build a way to check in for a flight and pick a seat.
Meta said Flow will be rolled out to businesses using the WhatsApp Business Platform in the coming weeks.
What is the Payments service feature?
Meta has already launched WhatsApp Payments in India, a convenient payment option that allows WhatsApp users to transaction within the app via UPI.
To take this benefit further for businesses and customers, Meta launched Payments, a feature that makes it easier for customers to complete a purchase directly in the chat. This will enable customers to add items to their cart and send a payment using the method of their choice from all supported UPI apps, debit and credit cards, and more.
For this, WhatsApp has partnered with payment gateway giants Razorpay and PayU to make paying for something as simple as sending a message. Besides India, Meta has already launched Payments in Brazil and Singapore
Lastly, Meta Verified
Meta Verified isn't a new thing. It's already live for Indian users on Instagram and Facebook. Through Meta Verified, businesses can now receive a verification checkmark, which increases business authenticity and helps customers know they are chatting with the right business.
To become Meta Verified, businesses have to demonstrate their authenticity to Meta and, in return, receive a verified badge, enhanced account support and impersonation protection.
Meta Verified will also offer premium features such as creating a custom WhatsApp page that is easily discoverable via a web search and multi-device support so multiple employees can respond to customers.
Currently, the "Meta Verified" feature is not accessible to all businesses. The company plans to first test this feature with small businesses using the WhatsApp Business app before making it available to larger businesses on the WhatsApp Business Platform in the future.
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