WhatsApp getting AI assistants for small companies to customise ads
WhatsApp voice calling for businesses, GenAI integration, click-to-WhatsApp ads are the next big disruption which will “turbo-charge” the platform’s growth in India, Nikhila Srinivasan, VP Product Management at Meta told ET.
After disrupting the SMS channel, WhatsApp is piloting calling functionality for large enterprises, which could cause a channel shift from IVR telephony currently used for customer services.
“We look at it differently than traditional calling, and, by the way, calling is something which business users have been seeking from us for long,” Srinivasan said, explaining that WhatsApp users will be able to make outbound calls to customer service agents of businesses in the context of already active chat.
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“It will be more focused on addressing complex queries, or contextually aware conversations which need immediate attention for use cases like flight cancellation support, or buying an insurance policy etc.”
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