Whatsapp, the popular instant messaging application is all set to roll out free cloud-based API features to attract new businesses to use the platform. The news was announced by Meta Platform’s CEO Mark Zuckerberg at the firm’s messaging event yesterday.
Over the past few years, WhatsApp has been successful in convincing businesses to use the platform by releasing shopping and business-focused features. At Meta’s “Conversations” event, Zuckerberg said that the new premium features will allow developers and businesses seamless access Meta’s services. In addition, he also said that businesses can also use Whatsapp as a base and build on it to personalize experiences and fasten their response time to customers by using WhatsApp Cloud API that is hosted by Meta.
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WhatsApps’ new API features and what will change?
Currently, Whatsapp offers an API that allows companies to connect their existing applications and interact with customer service chats. This is how Meta generates revenue from this service. Meta, the company that acquired WhatsApp for $19 billion in 2014 said businesses will not be able to send messages to customers on Whatsapp unless they have been requested to be contacted.
WhatsApp has also revealed that it will also offer optional paid features within the premium service of its specialized business application which is designed for small businesses. The features that are currently in development will include features to manage chats across 10 devices. It will also include personalized click-to-chat links which businesses can share on their websites with their customers.
How are businesses benefiting from Whatsapp business?
Dara Khosrowsahi, CEO of Uber said that one-third of users who are requesting rides through WhatsApp in India are new customers. The company, which released its WhatsApp bot in December last year is looking to further personalize the service, beginning with users in New Delhi, and gradually expanding to new markets like Brazil.
WhatsApp for Business also helps companies to minimize their manual efforts by 15%. For example, OTTO, one of the leading e-commerce companies in Europe used WhatsApp Business to enhance customer shopping experiences by improving its support channels. With WhatsApp, the company could engage with their customers directly and provide them with support immediately.
Will the new cloud-based premium API features help businesses grow? Will more businesses use WhatsApp API to provide personalized experiences? Leave your thoughts below and tell us what you think.
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