Meta announced several updates to its messaging and advertising offerings at its global “Conversations” conference in Miami on Tuesday.
1) Centralized Ad Creation – Brands can now use the same creative, flows, and budgets to setup campaigns across WhatsApp, Facebook, Instagram, and Threads.
2) WhatsApp Buttons – Brands can now add a WhatsApp button to their Google Business Profile, enabling customers to get in contact directly from Google Search and Google Maps with a clickable link that opens the app.
3) In-App Browsing for WhatsApp – In turn, users will be able to open business-provided links within WhatsApp itself, eliminating app switching and enabling more seamless interactions.
4) WhatsApp Order Tracking – The company is testing native order tracking updates via WhatsApp from Shopify, VTEX, WooCommerce and other platforms, as well as the ability to send one-time passwords, and verification codes from within WhatsApp.
5) Messenger Updates – Including the ability to see who is calling and whether it is from an ad, as well as AI call summaries and transcriptions.
6) Expanded Access to Business AI – which can make personalized product recommendations, facilitate sales on a brand's website, and follow up with customers to answer questions or provide updates within WhatsApp.
7) Direct Calling For Big Brands – Customers will be able to place voice calls to businesses and allow the businesses to call them back, which is something that's been available to small businesses but not yet larger businesses.
8) WhatsApp Business Volume Pricing – Meta introduced tiered pricing to offer “greater flexibility and scalability” — which means the ability to charge certain businesses more money.
