launches an avalanche of functions for businesses to use the application more

Artificial intelligence tools have become popular in recent months thanks to proposals focused on generative AI, such as ChatGPT for texts or Midjourney for images. The main bets from companies have been in this direction, but it was only a matter of time before these developments reached messaging apps like WhatsApp.

In the event Conversations 2024 organized by Meta in São Paulo this week, the company announced new features for its popular messaging app, but with a focus on businesses. The company wants this application, so widely used in countries like India, Brazil or Europe, to also be the default communication tool for users and businesses.

Mark Zuckerberg talked about it the future of not only WhatsApp, but also Facebook and Instagram, and how artificial intelligence can improve the use made of these applications. The most striking thing, from what we were able to see in the Brazilian city, is that it goes well beyond the creation of texts or images from the application.

Respond with AI

One of the new features announced would allow businesses to answer questions frequently asked by their users on WhatsApp using artificial intelligence, so that you get a correct answer, but not an impersonal one. There will also be features that allow a business, large or small, using Instagram or Facebook, to create ads using AI. For this, Facebook’s latest AI model, Llama 3, is used.

This will open up a wide range of possibilities for certain companies who will be able to improve advertising targeting or create original campaigns without needing a big budget for this. These new tools will also be able to track customers who wish to use them.

They will be able to warn you that an item has been left in a basket or even offer you a discount on a product, automatically, to encourage purchase. Strategies developed using AI can be automated to make the most of these new features, so both the buyer and the store benefit.

Another novelty is the inclusion of Meta verified on WhatsApp Business, first in Brazil, India, Indonesia and Colombia, then in other countries. This is a key step because it ensures that the company you are chatting with is who they say they are.

This prevents identity theft, which is a problem when shopping online. Additionally, this Meta Verified badge can be easily shared on social media and across the web.

Improve business calls

At WhatsApp they are aware that although purchasing through apps and websites is increasingly common and convenient, sometimes it is necessary talk to a person. To do this, they allow voice calls with businesses. The news is that now It will also be possible to do this with much larger companiesfor which this possibility was not activated.

This feature is currently being tested with travel agencies, banks and other businesses, industries that are most likely to need timely interaction with their customers, especially when they have questions or personal issues. This makes it possible to resolve very complex questions that cannot be answered using artificial intelligence.

For now, these new features reach countries with the most WhatsApp users, such as Brazil and India, but later they will reach more. Let’s hope that Europe is one of them since it is one of the countries in the world with the highest percentage of its population using this messaging application.