Meta, formerly known as Facebook (META.O), has rolled out innovative AI-driven tools tailored for businesses on WhatsApp, marking a significant move to monetize the widely-used messaging platform. The announcement was made during a conference in Brazil, where CEO Mark Zuckerberg showcased the new tools via video presentation.
Over the years, Meta has been integrating commerce and payment functionalities into WhatsApp, including tools for business messaging, enabling companies to engage in customer service interactions and distribute marketing content to opted-in users. The latest AI-driven tools leverage data from Facebook and Instagram to refine ad targeting, ensuring messages are directed towards users most likely to engage, thereby maximizing the value for businesses.
Guilherme Horn, WhatsApp’s head of strategic markets, highlighted the significance of these AI tools for businesses, emphasizing their ability to enhance ad delivery to receptive users. Meta’s intensified efforts to monetize WhatsApp, its largest platform by daily users, underscore its ambition to leverage the platform’s immense user base for revenue generation.
In addition to the AI-driven ad targeting, Meta also introduced an AI chatbot designed to handle business inquiries directly within the chat interface, aligning with Zuckerberg’s vision of businesses utilizing automated communication tools. This chatbot will address common queries such as product inquiries and business operating hours, mirroring existing AI-powered customer service solutions.
Furthermore, Meta announced the integration of Brazil’s instant digital payment system, PIX, into WhatsApp’s payment feature in the country. Despite initial concerns of competition, PIX has emerged as a prominent payment method in Brazil, facilitating transactions and purchases similar to WhatsApp Payments.
WhatsApp had previously introduced payment services from rival providers in India, reflecting its broader strategy to diversify payment options and enhance user engagement across different markets.
