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Meta Introduces AI-Powered Enhancements to WhatsApp for Businesses
Meta Platforms Inc. is expanding the capabilities of its messaging app WhatsApp by integrating new artificial intelligence (AI) features. These enhancements include an AI assistant specifically designed to assist businesses in connecting with their customers, responding to queries, and promoting their goods and services through chat.
Initial Testing and Market Focus
The AI-powered assistant will initially be tested with businesses in India and Singapore, followed by Brazil. This development represents a targeted approach to bolster customer service and interaction for businesses that rely on WhatsApp for communication. This is particularly significant as more than 200 million businesses already use WhatsApp to engage with their customers.
Meta CEO Mark Zuckerberg highlighted the accessibility of this new assistant, stating, "Any business should be able to quickly stand up an agent that can talk to your customers, provide support and facilitate commerce." WhatsApp, with its vast user base of over 2 billion globally, remains especially popular in countries such as Brazil, India, Indonesia, and Mexico. For instance, more than 120 million people in Brazil use WhatsApp each month.
Expansion of AI Assistance and Monetization Efforts
In a bid to deepen the integration of AI, Meta plans to launch a Portuguese version of its consumer-focused Meta AI assistant next month. Meta AI, which leverages the company's large language model known as Llama, can respond to user questions across platforms including Facebook, Instagram, and WhatsApp.
Since acquiring WhatsApp in 2014 for $19 billion, Meta has sought various ways to monetize this popular messaging service. While the Business version of WhatsApp is free, it does offer some paid features. Additionally, the company generates revenue by charging businesses for certain customer messages and selling advertisements on Instagram and Facebook that link to WhatsApp chats, known as click-to-message ads.
Future Developments and Revenue Potential
Meta is set to further leverage AI in advertising by soon allowing marketers to create click-to-message ads using AI. Currently in testing within English-speaking markets such as the US and Singapore, this feature is expected to expand. Zuckerberg has previously noted that click-to-message ads have the potential to generate $10 billion annually for Meta.
