Media Monday

WhatsApp Channels Available Globally With Updated Features

By Richard Sweet , Paid Media Supervisor

WhatsApp has expanded its Channels feature to over 150 countries, allowing users to access various types of content from organizations, sports teams, artists, and thought leaders in a private and secure environment. New features include an Enhanced Directory for channel discovery, emoji reactions for updates, the ability to edit channel updates, and the option to forward updates to chats or groups. WhatsApp plans to introduce more features and allow users to create their own channels in the future.? Additionally, WhatsApp has launched an official channel for product updates within the app, providing organizations and thought leaders with new ways to engage with their audiences privately. This offers a novel approach to connect with Gen Z consumers seeking deeper brand connections.? Read more here.?

As WhatsApp Expands Services, Meta Pursues In-App Ads with Caution

By Raphael Anastas , Media Planner

Meta embarked on a “year of efficiency” and product development in 2023 after they had taken a massive hit during a period of macroeconomic uncertainty during the pandemic, and faced investor concern over their multi-million dollar bet on virtual reality and the “metaverse” in 2022. As they’ve worked to expand WhatsApp services, discussions have begun to break with the longstanding position against ads on the free messaging app, which have started to highlight Meta’s desire to cash in on one of its few platforms that is devoid of advertising.?

They’ve recently tested a feature with a portion of the 200M small businesses among its regular users that allows businesses to send direct marketing messages within the app to users who have consented to receive them. If launched, the new feature’s interface would look similar to how ads are interspersed among chats in Facebook Messenger and emails on Gmail.?

“There is certainly plenty of opportunity when it comes to advertising on WhatsApp,” said Ed East, chief executive of ad agency Billion Dollar Boy. He said it was an “appealing prospect” for marketers but risks being seen as “intrusive” by users. The issue has also triggered debates at a high level within Meta, with senior executives worried that ads would degrade the experience on WhatsApp and prompt users to ditch the app for other options that are available for free. But recent estimates from mobile app analyst data.ai show WhatsApp, with its 2.23 billion monthly active users, is far more popular than Instagram and Facebook Messenger, so the flipside to the argument is quite appealing as well… We’ll definitely be keeping a close eye on what’s up with WhatsApp!? Read more here.