WhatsApp is set to launch several new features, providing businesses with increased opportunities for revenue generation on the Meta-owned platform.
Over the coming months, Meta will look to monetise the capabilities of WhatsApp’s “Updates” tab. This section has traditionally allowed users to follow updates from companies, news outlets, and public figures.
There will soon be a new subscription model, designed to enable channel administrators to offer exclusive content to users for a recurring monthly charge.
“This means channel owners will be able to share exclusive in-the-moment updates with their most engaged followers, and they’ll be able to earn money while doing so,” explained Nikila Srinivasan, vice president for product management at Meta.
While WhatsApp channels will remain free for users, administrators will have the option to introduce a monthly subscription fee within a specified range if they choose to utilise this new model, according to a Meta representative.
Channels will also gain the ability to enhance their visibility by purchasing advertisements or boosting their channel through Ads Manager. The spokesperson noted that businesses will have control over their advertising expenditure based on their specific goals, similar to the advertising systems on Facebook and Instagram.
Businesses are already harnessing the messaging platform for customer services. A survey published in May found high street brands such as John Lewis, Next, B&Q and M&S are enhancing their customer service offerings driven by a rise in WhatsApp usage and chatbot integration. Read more here.
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