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WhatsApp launches test of in app business directory
September 16, 2021
WhatsApp launched a new feature to make it possible to search for businesses within its app for the first time, the company said.
The test in Brazil, which allows WhatsApp users to find shops and services through a directory in the app, is the latest feature in Facebook’s drive to strengthen e-commerce on its services.
Matt Idema, Facebook’s VP of business messaging said, “This could be the primary way that people start a commerce process in WhatsApp”.
WhatsApp, unlike Facebook and Instagram, does not run ads in the application. Idema said previously businesses were promoting their WhatsApp numbers on packaging or websites or using Facebook ads to bring users into chats on WhatsApp.
The messaging service has supported business users, with a specialized application for small firms and an API, or type of software interface, for larger businesses to connect their systems, which generates revenue.
As online retail has continued to grow rapidly during the pandemic, Facebook has pushed in-app shopping features across its applications.
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