NAIROBI, Kenya- Meta has launched its first AI-driven ad targeting program for businesses on WhatsApp, marking a significant shift for the messaging service.
Announced by CEO Mark Zuckerberg in a video showcased at a conference in Brazil, this new initiative aims to monetize the popular chat app by integrating advanced advertising tools similar to those used on Facebook and Instagram.
This move represents a departure from WhatsApp’s traditional stance on privacy.
The platform, renowned for its encryption and privacy features, had previously avoided targeted advertising.
However, the introduction of AI tools to optimize ad delivery based on user behavior on Facebook and Instagram signifies a new era for WhatsApp.
As long as users opt in with the same phone number across platforms, businesses can now target their messages more precisely.
Guilherme Horn, WhatsApp’s head of strategic markets, emphasized the importance of these tools for businesses. “This is very important for business because they are paying for those messages,” Horn said.
By leveraging AI, businesses can ensure their messages reach the users most likely to engage, enhancing the efficiency and effectiveness of their marketing efforts.
Enhancing Business Communication
Meta’s commitment to transforming WhatsApp into a revenue-generating platform extends beyond ad targeting.
At the same conference, the company introduced a new AI chatbot designed to handle business inquiries directly within the chat.
This chatbot can assist users with common requests such as finding catalogs or consulting business hours, similar to existing AI-powered customer service platforms.
This innovation aligns with Zuckerberg’s broader goal of convincing businesses to outsource their communications to automated tools, thereby streamlining operations and improving customer service.
By integrating AI chatbots, businesses can provide instant responses to customer inquiries, enhancing the user experience and fostering customer satisfaction.
Expanding Payment Features
In a move that underscores its ambition to dominate digital payments, Meta announced the integration of Brazil’s PIX payment system into WhatsApp.
PIX is an instantaneous digital payment method designed by Brazil’s central bank.
This addition mirrors WhatsApp’s strategy in India, where it started offering payment services from rival providers last year.
By expanding its payment features, WhatsApp aims to become a comprehensive platform for both communication and financial transactions, further embedding itself into the daily lives of its users.
