WhatsApp Channels, which launched in Colombia and Singapore in June, is now expanding to 150 more countries, giving users a new way to follow topics of interest.
WhatsApp Channels is a new feature that allows users to follow organizations, sports teams, artists, and thought leaders for real-time updates on the topics they care about. Channels are separate from chats and reside in their own tab, making it easy for users to stay informed without being bombarded with messages.
Thousands of organizations are already using Channels, and with more and more users switching to DMs to keep in touch, Channels could become a highly valuable and highly used option. Meta is also working on bringing Channels to Instagram, signaling its commitment to this new way of engaging with users.
Messaging apps are typically seen as personal and intimate spaces, and Meta’s past attempts to break into this space with ads, promotions, and games have all failed. WhatsApp Channels is different because it gives users full control over the topics they follow. However, it is still unclear whether users will be receptive to this new way of interacting with brands and organizations.
WhatsApp is the most popular messaging app in the world, and for many people, it is their primary way of connecting with friends, family, and businesses. This means that there is a huge potential audience for WhatsApp Channels. However, it is important to note that messaging apps are typically used for short, quick interactions. It is therefore possible that users will not be interested in spending more time in WhatsApp to follow Channels.
Overall, only time will tell whether WhatsApp Channels is a success. However, if Meta can get people spending more time in the app and engaging in a broader range of activities, it could pave the way for more WhatsApp options in the future.
