Meta, the parent company of WhatsApp, has unveiled a series of AI-driven features for the WhatsApp Business app, signaling a strategic move to enhance the platform's capabilities and potentially drive revenue through targeted advertising. 

The introduction of these new tools was announced on June 6 at Meta's annual "Conversations" business messaging conference held in Sao Paulo, Brazil.

This development also signifies a change in direction for WhatsApp, a messaging platform known for its robust encryption and staunch commitment to privacy. It has traditionally avoided the targeted advertising mechanisms utilized by Meta's other platforms.

New AI Features for WhatsApp Business

One of the event's key highlights was the integration of AI tools into the WhatsApp Business app, which aims to assist businesses in providing efficient customer support and facilitating product discovery. 

Businesses can automate responses to common customer queries by leveraging AI algorithms, streamlining communication, and improving response times.

This enhancement aligns with Meta's broader strategy to leverage AI technology across its platforms to enhance user experiences and drive engagement.

Meta noted that AI tools enhance businesses' ability to assist customers better and facilitate the discovery of products that may pique their interest. 

The company is also training AI algorithms to address the most frequently asked questions businesses encounter on WhatsApp, enabling them to offer solutions promptly.

Meta Verified for WhatsApp Business

The tech giant has also introduced Meta Verified, a verification system for businesses operating on the WhatsApp Business app. Through Meta Verified, businesses can authenticate their accounts, access enhanced account support, and receive protection against impersonation. 

This verification badge boosts trust and credibility among users, signaling that the business has undergone authentication by Meta. The feature will be rolled out in various countries, such as India, Brazil, Colombia, and Indonesia.

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Expanded Calling Capabilities of WhatsApp

Meta also announced expanded calling capabilities for larger businesses on WhatsApp, enabling users to initiate calls with businesses directly from the app with a single tap. 

This feature aims to facilitate real-time communication between customers and businesses, particularly for complex inquiries or transactions that may require personalized assistance.

By enabling seamless voice communication within the WhatsApp ecosystem, Meta seeks to further enhance the platform's utility for businesses and users.

Meta's introduction of AI-driven features to WhatsApp Business represents a strategic effort to enhance the platform's utility for businesses and users. 

"AI tools help businesses on WhatsApp better assist their customers and help them discover new products they may be interested in," Meta wrote in a blog post. "We're training AI to respond to the most popular questions businesses receive on WhatsApp, so they can quickly help customers find the answers they're seeking."

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