As part of its ongoing efforts to develop monetization tools for WhatsApp, Facebook announced some today new updates for your WhatsApp Business API this will help facilitate a wider range of cases of brand use.
First, Facebook says it is adding new messaging response capabilities to the WhatsApp API system, opening up more connectivity options.
As he explained What’s up:
“For example, companies have often limited themselves to sending timely notifications, making it difficult to track customers outside the 24-hour window. So we will now support more types of messages – to let people know when an item is returned to a warehouse, for example. Occasional notifications from health authorities about the response to the pandemic have been helpful and we want to make this type of service available for more types of conversations. “
As part of its anti-spam efforts, Facebook has limited the amount of messages that brands can send, because spam in your inbox is significantly more intrusive than incorrectly placed ads in your feed. But now, Facebook is trying to loosen its grip in that regard, which could open up more abuse to WhatsApp, but will also provide more connectivity and awareness-raising opportunities, which could help boost business potential.
Will this ultimately benefit WhatsApp users, we will have to wait, but they can always revoke access to those companies that do not respect their messaging access.
In addition, WhatsApp also adds new instant messaging features for branding that help guide relevant response:
“New messages from the list represent a menu with up to 10 options, so people no longer need to type a reply. The reply buttons will allow people to quickly choose between up to three options, just a quick touch that the company can set ahead of time through their What’s up Business API Account. “
Facebook has been offering similar tools on Messenger for a while now, and now brands on WhatsApp will be able to use these messaging instructions to simplify the connection.
WhatsApp also wants to streamline the business connection process by reducing the turnaround time for approval for companies looking to set up a business account.
This could be a useful brand improvement on WhatsApp, and given that it is the most widely used messaging app in the world, making it easier to connect to multiple 2 billion users, it is definitely worth considering for those who want to expand their business connectivity opportunities and connect with a new audience.
Facebook is specifically working to build WhatsApp as a business platform in India, home to the largest user base in a country (459 million users). That effort ran into various challenges, but as it continues to improve its tools, it also seeks to provide more ways for companies in India to increase their reliance on the app as a business platform, which could make it a key connector in the emerging technology region.
This could play a big role in the company’s future growth plans, and as such it is important that Facebook makes proper use of these tools and enhancements, respecting the privacy focus of the WhatsApp connection, and making it easier for companies to perform in-app operations.
There are a few difficult balances to be maintained in this, but these new tools are another small step towards building WhatsApp as a key business platform.