Meta is hosting its third annual Conversations conference in Sao Paulo today, where it’s announced a range of new messaging tools to make it easier for businesses to connect with customers via chat.
Which is important, because over the past few years, more and more interactions have shifted to messaging apps, as people step back from public social platform posting. Content consumption in social apps remains high, but messaging offers a more direct, intimate means to connect, and maximize community, in addition to broader brand promotions.
Maximizing the business opportunities of WhatsApp has been a key focus for Meta, and with WhatsApp usage climbing in the U.S., the platform now offers more opportunity in more markets to facilitate brand connection.
To help with this, Meta’s testing a new A.I. support tool on WhatsApp, which is designed to better enable small businesses to respond to customers, create ads, and more.
Meta’s also testing a new process that’ll enable businesses to get expanded A.I. assistance when utilizing functions of Ads Manager, providing more value through A.I. tools.
Messaging ad optimization
Meta’s also adding a new element that will enable businesses to upload their subscriber list, which Meta’s A.I. system will then scan through in order to identify the right contacts on WhatsApp to send follow up messages to, based on campaign goals.
In addition to this, Meta has announced that businesses which currently have a green WhatsApp verified badge will soon get a blue one instead, in order to maintain consistency across Meta’s products.
Meta also recently added new price tiers to its Meta Verified for Business offering, which provides more options for those looking to enhance their in-app display, and get improved account support.
Meta hasn’t shared any data on Meta Verified take-up, but it continues to add more elements, and looks to have around 3 million paying subscribers, both personal and business accounts, signed-up to the program.
