Meta-owned WhatsApp is testing new AI tools to help small businesses better assist consumers in India and Singapore

These tools leverage Meta’s AI systems into WhatsApp to deliver targeted messages, enhancing customer interactions.

On June 6, Meta introduced an AI agent for the WhatsApp Business app that can answer customer queries, helping business owners save time and resources. This feature is being tested with select English-language businesses in India and Singapore, with plans to expand to Brazil. Meta CEO Mark Zuckerberg emphasized that the AI agents will handle common customer inquiries, making interactions more efficient. Meta ensures customers know they are interacting with AI.
Additionally, Meta has introduced a general-purpose AI assistant, Meta AI, across WhatsApp, Instagram, and Messenger, powered by the Llama 3 language model. Zuckerberg highlighted that businesses could use Meta’s AI to deliver precise messages via WhatsApp, improving ROI by targeting the right customers. This feature is being rolled out in countries like Mexico and Indonesia, with further expansions planned.

Meta is also testing an intelligent AI assistant in the WhatsApp Business app to help create ‘click-to-WhatsApp’ ads for Facebook and Instagram, driving traffic to WhatsApp chats. Nikila Srinivasan, Meta’s vice-president of business messaging, described this feature as a personal ad agency for business owners, which will eventually provide business insights. These developments aim to monetize WhatsApp, Meta’s most expensive acquisition, by focusing on business messaging. WhatsApp, the world’s most popular messaging app, has over 2 billion daily users, with India being its largest market. Meta’s strategy includes charging businesses for various message types and providing an API platform for larger enterprises. To address the rise in unsolicited promotional messages, Meta aims to optimize marketing messages so users receive only relevant content. Meta is also testing a feature allowing users to call larger businesses on WhatsApp and is rolling out its paid verification service, Meta Verified, in Brazil, India, Indonesia, and Colombia. Subscription tiers for companies in India start at Rs 639 per month.

[Image Source: BrandEquity]