WhatsApp now has more than 2 billion users globally. But its business efforts are modest with just over 175 million people messaging with WhatsApp Business accounts every day. The news comes on the heels of Facebook revealing the general availability of its Messenger API for the Instagram platform. The move is part of a larger series of advertisements aimed at doing business more easily across the platform.
At its core, Facebook and its many apps are consumer services that billions of people use to stay connected, entertained, and stay informed about everything that matters to them. But Facebook is gradually building a large-scale and profitable business infrastructure around this engaged audience.
This infrastructure was initiated through advertising. But it extended deeper into marketing, customer service, workplace productivity, and shopping.
Facebook solves WhatsApp Business problems
Facebook is trying to address WhatsApp Business issues from setup to respond to different types of messages. The time it takes to create a WhatsApp business account is now speeded up to five minutes. And Facebook makes it easy to use the account once it's set up.
Companies will be able to respond faster to incoming messages. They can now send messages to those who have opted in, for example about stock availability. The company gives companies that use the tool for customer service the option to create up to 10 pre-written letters to speed up responses. They can also set up reply buttons to provide pre-filled and popular responses from customers.
In addition to WhatsApp news, Facebook is also adding another tool to Messenger, Login Connect. If a company integrates Facebook login, it allows users to log into their app or website using their Facebook data, and then have a conversation with the company via Messenger. This means that the user is able to track any conversations from one place. It also gives the company access to the tools it has created for conducting conversations in Messenger.
Facebook said that tests of the service indicate that 70 percent of users choose to use the Login Connect tool. Additionally, Facebook has clarified that this beta is now closed. But it will be more widely available in the coming months.