WhatsApp has unveiled a series of new features customized for businesses in India at Meta’s second annual Conversations conference in Mumbai. These features include Flows, which allows businesses to create customized chat experiences for their customers, payments, facilitating in-chat transactions between customers and businesses; and Meta Verified, granting businesses an authenticity badge and additional benefits.
The Flows Feature
Flow is a feature that allows businesses to create constructive interactive menus and forms within the chat so that customers can perform various tasks without having to exit the conversation. For example, a bank can implement a system for customers to schedule appointments for opening new accounts, a food delivery service can facilitate orders from any of their partner restaurants, or an airline can offer a streamlined check-in process and seat selection. It will soon become accessible to businesses around the world using the WhatsApp Business Platform in the upcoming weeks.
The Payments Feature
The Payments is a feature that makes it easier to complete a purchase directly in the chat. In India, customers can now add items to their cart and make a payment using their preferred method using a method of their choice from all supported UPI apps, debit and credit cards, and more. WhatsApp has collaborated with partners Razorpay and PayU to make paying for something as simple as sending a message. This functionality is currently live in Brazil and Singapore as well.
The Meta Verified Feature
Meta Verified is a feature that allows businesses to receive verification directly from Meta, instilling confidence in customers that they are engaging with the right business. To become Meta Verified, businesses must demonstrate their authenticity to Meta and in return receive a verified badge, enhanced account support, and impersonation protection.
Additionally, Meta Verified will offer premium features such as the ability to create a customized WhatsApp page that is easily discoverable through web searches, and multi-device support for efficient customer response by multiple employees. It will be tested soon with small businesses using the WhatsApp Business App before introducing it to businesses on the WhatsApp Business Platform in the future.
Mark Zuckerberg, the founder and CEO of Meta said, India was at the forefront of innovations that WhatsApp was introducing during the conference. He acknowledged that India has taken the lead globally in adopting messaging as the preferred method for accomplishing tasks, both for individuals and businesses. India stands as one of the largest markets of WhatsApp, boasting over 500 million users in the country.