Social media engagement largely includes messaging. Meta has been open on its intentions to utilize messaging, including Click-to-Message ads and other direct connection tools which will include WhatsApp. Today, at the first-ever WhatsApp Business Summit in Brazil, Meta CEO Mark Zuckerberg has announced a new update that will enable WhatsApp users to search for businesses within the app by category or name.
In the picture above you can see how users will have the ability to search for businesses using the search function in the app. This additional functionality will also include a map of businesses around you and filters for searching. The hope is that this easy access to businesses will streamline in-app shopping options and connecting customers with local businesses.
“We’ve built business search in a way that preserves people’s privacy. What you search for is processed in a way that cannot be linked back to your account. To start, we’re bringing the ability to search for a business to Brazil, Indonesia, Mexico, and the UK where people can find companies using our WhatsApp Business Platform. In Brazil, search will help people find small businesses as well.”
This could really benefit businesses who utilize WhatsApp to connect to customers. And, with the popularity of the app on the rise in the US, it’s an important platform for businesses to consider. Zuckerberg says that social feeds are increasingly becoming “discovery platforms”, With people sharing fewer updates to their social media and moving to private DM to engage with each other and businesses.
In addition to this, Meta says that it’s also expanding WhatsApp payments:
“Ultimately we want people to be able to make a secure payment right from a chat with their credit or debit card. We recently launched this experience in India, and we’re excited to now be testing this in Brazil with multiple payment partners. This seamless checkout experience will be a game-changer for people and businesses looking to buy and sell on WhatsApp without having to go to a website, open another app or pay in person.”
It’s definitely worth exploring if you are a business looking for new ways to connect with customers.
