Meta launches Meta Verified for WhatsApp Business users in Brazil, India, Indonesia, Colombia

Meta Expands Verified Program for WhatsApp Business Users

Meta announced on Thursday the rollout of its Meta Verified program for WhatsApp Business users in Brazil, India, Indonesia, and Colombia, with plans to extend to additional countries. Subscription plans for the service start at $14 per month. This new initiative offers an array of features aimed at enhancing business communication and customer interaction through WhatsApp.

Enhanced Features for Businesses

Previously limited to Facebook and Instagram, the Meta Verified program will now encompass WhatsApp. Businesses that subscribe to this service gain a verification badge and impersonation protection upon sharing their business details with Meta. Verified businesses will also be able to create a verified WhatsApp channel for marketing purposes, utilize multiple devices for their WhatsApp Business account, and generate a custom web page with business details to share with customers or vendors.

API Integration and Customer Communication

Meta is introducing a feature that allows businesses to utilize APIs to handle customer service calls directly within the app. This upgrade means users can reach large companies, like banks and airlines, through WhatsApp, similar to calling a customer support number but within the app itself. This service will come at a cost, though pricing specifics have not yet been disclosed.

Focus on Business Messaging

Another upcoming feature allows merchants to send targeted messages, such as coupon codes, information about new product launches, or birthday wishes, to their customers. With over 200 million monthly users on WhatsApp Business, Meta aims to develop a comprehensive suite of communication tools for businesses.

AI-Powered Tools and Click-to-WhatsApp Ads

Meta also announced the introduction of new AI-powered tools designed for automated customer support and ad creation. The company has seen success with click-to-WhatsApp ads, which have delivered significant returns for advertisers. For instance, India-based logistics company Shiprocket has reported a strong return on ad spend (ROAS) of 3-4x, enhancing transactions and engagement on the platform.

Strategic Shift and Revenue Generation

Last year, Meta concentrated on creating immersive experiences but has shifted its focus towards messaging and customer support features, recognizing these as critical revenue streams. During its earnings call, CFO Susan Li highlighted that Meta's apps generated $380 million in revenue, predominantly through business messaging on WhatsApp.

A recent report from Meta, produced in collaboration with Bain & Co., reveals a significant potential for conversational commerce in India. Of the 650 million active users on social media and messaging platforms, only 200 million currently shop online. Given WhatsApp’s substantial user base of over 400 million in India, Meta sees an opportunity to onboard more merchants and facilitate online shopping for the rest of the user base.