WhatsApp Launches New Features for Business Messaging

Sandra Radlovački

Businesses of all sizes can now interact with customers via WhatsApp

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WhatsApp Launches New Features for Business Messaging

WhatsApp has launched Business Cloud API, a tool that will enable businesses of any size to communicate with customers through this platform.

Introduced at Meta’s Conversations 2022 event, the new tool is a cloud-based version of the WhatsApp Business API.

Moving away from on-premise on which Business API worked, Cloud API uses Meta’s hosting to enable businesses to cut down on server expenses and experiences new features as soon as they are available.

Another difference Cloud API brings is that it allows smaller businesses to reach customers through WhatsApp free of charge.

Previously, Business API allowed enterprise businesses charged enterprises per conversation, with the first 1,000 conversations being free each month.

Global brands like Vodafone, BMW and KLM Royal Dutch Airlines have already been using the non-cloud-based version of the Business API.

Meta also introduced new features for its WhatsApp Business app, such as managing chats across up to 10 devices. Further, businesses will be able to customise WhatsApp click-to-chat links to reflect their brand.

Explaining these features in detail, Ami Vora, VP, Product and Design at WhatsApp, said: “We’re building features like these to help businesses scale their operations beyond just a few people. We’ll make them part of a new optional premium service we’ll be testing soon, and we’ll keep constantly improving the free version of the business app.”

The event also demonstrated how smaller businesses can leverage Meta Business suite, an omnichannel platform that unifies customer communications across Facebook Messenger, Instagram Direct, and WhatsApp. For example, brands can set up their FAQ answers as automatic replies when customers start a conversation with basic inquiries.


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