More AI Features on WhatsApp Business

Jakarta – Meta's business-oriented application, WhatsApp Business, has announced a series of updates, including more artificial intelligence (AI)-based features, calling functionalities, and enhanced account verification systems.

"Globally, the majority of people (80 percent) communicate about business at least once a week," said Meta's Deputy Director of Business Messaging, Nikila Srinivasan, on Friday (June 7).

WhatsApp Business is an instant messaging application designed for business owners, including small and medium-sized enterprises (SMEs).

Unlike the regular WhatsApp, this application is equipped with features to facilitate communication with customers, such as a catalog feature to view the products offered by the business.

During Conversations, held in Brazil this year, WhatsApp Business announced more AI-based features on the instant messaging platform.

With AI, businesses can interact with their customers even outside of operating hours. WhatsApp Business uses AI to answer frequently asked questions, allowing businesses to connect with customers at any time and enabling customers to get quick responses.

WhatsApp Business also introduced features to remind customers who have opted in for communication, such as offering discounts or reminding them of items left in their shopping cart.

To avoid spam, Srinivan highlighted that they ensure the AI features are only directed to consumers who want to communicate and label business accounts that use AI.

WhatsApp Business also introduced a calling feature, which has so far only been available on the regular app, for large companies. This feature is currently in the testing phase.

To enhance account security, WhatsApp Business has launched Meta Verification for Indonesia, India, Brazil, and Colombia. Business accounts will receive a verification badge to prevent identity theft.