Meta has launched its first AI-driven ad targeting program for businesses on WhatsApp, aiming to monetise the popular chat service, the company announced last week at its third annual Conversations conference held in Sao Paulo.

CEO Mark Zuckerberg unveiled the new tools in a video showcased during the event. This announcement signifies a notable shift for WhatsApp, since the encrypted messaging service is renowned for its privacy features and traditionally resistant to the targeted advertising models prevalent on Meta’s other platforms, such as Facebook and Instagram.

With the growing trend of consumers shifting from public social platforms to more private messaging apps, Meta aims to provide businesses with the tools they need to connect more intimately with their customers. This year’s conference unveiled a suite of additional new features and updates designed to optimise business interactions on WhatsApp.

AI Support for Businesses on WhatsApp

Meta is testing a new AI tool to help small businesses better respond to customer queries, create ads, and streamline their operations. This AI assistant can provide instant answers to customer questions within the chat and assist businesses in creating Facebook or Instagram ads that trigger a WhatsApp conversation.

Meta’s integration of AI aims to make customer interactions smoother and more efficient, ultimately enhancing the user experience and ensuring a high level of customer satisfaction through timely and relevant responses.

Enhanced Messaging Ad Optimisation

Meta is also enhancing how businesses can use messaging for advertising.

A new feature allows businesses to upload their subscriber lists, which Meta’s AI system will then analyse to identify the most relevant contacts on WhatsApp for follow-up messages.

This targeting can be based on conversion or brand awareness goals, using Meta’s extensive customer data to maximise response rates and campaign effectiveness.

By leveraging data-driven targeting, businesses can increase their conversion rates and improve the overall effectiveness of their marketing efforts. Additionally, Meta is expanding its Conversions API to include messaging events, providing businesses with more detailed insights into their ad performance across Messenger, Instagram, and WhatsApp.

Meta Newsroom, June 2024

“The ability to target the right customers with the right message at the right time is crucial. Our advanced AI-driven targeting ensures that businesses can maximise their marketing ROI by focusing on the most promising leads.”

Custom Promotional Messages and Updated Templates

Meta is introducing custom promotional messages for WhatsApp Business app users.

This feature allows businesses to send personalised marketing messages to their customers, complete with the customer’s name and customisable call-to-action buttons. This functionality mirrors email marketing tools but offers greater personalisation based on Meta’s account information.

Furthermore, WhatsApp is adding a new message template library to the WhatsApp Business platform, simplifying the process for businesses to send payment notifications, delivery reminders, and more. Streamlined communication through these tools ensures more consistent and professional interactions with customers, enhancing the overall customer experience.

Meta Newsroom, June 2024

“Personalised communication is key to customer engagement. Our new promotional message features allow businesses to connect with their customers in a more meaningful and impactful way.”

Business Calling on WhatsApp

Recognising that some business interactions are best handled through direct communication, Meta is testing a feature that allows customers to call businesses directly via the WhatsApp Business Platform.

This feature is particularly useful for complex inquiries, such as detailed travel requests or account discussions. While research indicates younger audiences prefer messaging over phone calls, there are scenarios where a quick call is the most effective way to resolve issues, and this feature addresses that need.

By offering both messaging and direct call options, businesses can cater to different customer preferences, ensuring comprehensive customer service.

Expanding Meta Verified

Lastly, Meta is rolling out its Meta Verified subscription for businesses on WhatsApp in Brazil, India, Indonesia, and Colombia.

The expanded service includes a verified badge, impersonation protection, enhanced account support, and premium features like a custom WhatsApp page easily discoverable via a web search and enhanced multi-device support.

Businesses with the existing green WhatsApp verified badge will transition to a blue badge to maintain consistency across Meta’s platforms. This move is part of Meta’s strategy to build trust and credibility for businesses using its messaging services, helping them appear more reliable and boosting customer loyalty and confidence in the brand.

Meta Newsroom, June 2024

“Meta Verified gives businesses a seal of authenticity that not only builds trust but also enhances their visibility across our platforms. This is a critical step in ensuring that customers can easily identify and trust legitimate businesses.”