Meta Unveils Business Verification and Enhanced Features on WhatsApp

Meta, the parent company of WhatsApp, has announced its upcoming launch of a verification system for businesses on the popular messaging platform. During a media briefing held on Tuesday, Meta’s VP of business messaging, Nikila Srinivasan, revealed the details of this highly anticipated feature, with the information embargo set to lift on Wednesday.

The primary objective of this verification system is to provide users with assurance that they are engaging with legitimate businesses on WhatsApp. Meta will soon enable businesses to obtain verification, signaling to users that they are conversing with trusted entities. In order to become Meta verified, businesses will be required to demonstrate their authenticity to Meta. In return, they will receive a verified badge, enhanced account support, and protection against impersonation.

Addressing businesses interested in participating, Meta’s Vice President stated, “Meta Verified will offer additional premium features, such as the ability to create a custom WhatsApp page that can be easily discovered through web searches, and multi-device support to enable multiple employees to handle customer interactions. We will commence testing Meta Verified with small businesses utilizing the WhatsApp Business app before expanding its availability to businesses on the WhatsApp Business Platform in the future.”

In addition to the verification system, Meta also unveiled a new feature called Flows, which allows businesses to offer their complete range of services within the chat interface, eliminating the need for users to navigate away from the conversation.

Through Flows, businesses will have the capability to provide rich menus and customizable forms to cater to various customer needs. This feature aims to enhance the customer experience by streamlining interactions and facilitating seamless service delivery. Meta plans to make Flows accessible to businesses worldwide using the WhatsApp Business Platform in the coming weeks.

The introduction of Meta Verified and Flows reflects Meta’s ongoing commitment to enhancing the business landscape on WhatsApp. The verification system will instill confidence and trust among users, ensuring they engage with genuine businesses. The verified badge and premium features associated with Meta Verified will help businesses stand out and provide a more professional and reliable customer experience.

Flows, on the other hand, will revolutionize how businesses engage with their customers on WhatsApp. By offering rich menus and customizable forms, businesses can efficiently showcase their products and services, while simultaneously gathering relevant information from customers. This streamlined approach aims to improve customer satisfaction and increase overall efficiency.

While Meta is initially focusing on testing Meta Verified with small businesses on the WhatsApp Business app, the company plans to expand its availability to businesses on the WhatsApp Business Platform in the future. This phased approach allows Meta to gather feedback, refine the features, and ensure a smooth rollout to a broader user base.