Meta just launched a new ad targeting program for businesses with AI tools on WhatsApp.
Mark Zuckerberg himself announced the new tools through a video, which was featured during a recent conference in Brazil. It suggested a shift for WhatsApp.
The platform is going from being an encrypted messaging service to an advertising tool similar to Meta’s Facebook and Instagram. Recently, WhatsApp has also been introducing commerce and payment features for some time now.
This is inclusive of “business messaging” tools that companies utilize for customer service chats. It can also be used to exchange marketing materials between people who have shared their phone numbers with companies.
These tools were used to blast users to a company’s outreach as a means of hassle-free networking. Presently, the new AI tools will use behavior on Meta platforms like Facebook and Instagram for targeting.
However, customers who are likely to be receptive to these approaches need the same phone number across different accounts.
WhatsApp Head of Strategic Markets Guilherme Horn said that the tools would give businesses the possibility to optimize ad delivery. But of course, this is meant for users that are likely to engage.
Meta has been putting more effort to earn revenue from WhatsApp, which is prominent through its daily users. Weirdly enough, it has only contributed only a sliver to Meta’s total revenue despite the USD 22 billion acquisition price.
In addition, Meta introduced an AI chatbot to answer business inquiries directly at the conference. This is Zuckerberg’s initial test with the goal of convincing businesses to outsource their communications to automated tools.
The chatbot can help users with common requests. This includes finding catalogs and consulting for business hours, similar to AI-powered customer service platforms.
But what do you guys think of Meta monetizing WhatsApp more? Are the AI tools on WhatsApp good or bad for the platform? Share your thoughts below.
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