WhatsApp, the world’s most popular messaging app, is taking its services beyond traditional messaging and phone calls with the introduction of a new feature called Channels. This feature enables admins to share information with their audience through one-way broadcasts, including texts, photos, and videos. WhatsApp aims to provide users with a private way to stay updated on their favorite sports teams, hobbies, or public officials. A similar feature was previously launched by Meta-owned Instagram in February.
In a recent blog post, WhatsApp expressed its goal to develop the most secure broadcast service available. The personal information of both admins and followers will be safeguarded, with no phone numbers shared between them. The decision to follow specific channels will remain private, ensuring privacy in an era where monitoring others’ social media activity has become a common hobby.
WhatsApp also plans to offer opportunities for admins to monetize their channels by expanding payment options and enabling channel promotion for broader reach.
With an estimated 2 billion users in 2020, WhatsApp holds a dominant position in the messaging app market. The addition of the broadcast tool is a response to long-standing user requests. While WhatsApp emphasizes that the core focus of the app remains on private messaging, this new feature aligns with Meta CEO Mark Zuckerberg’s strategy to monetize the platform.
Zuckerberg previously outlined his vision for business messaging in WhatsApp and Messenger, foreseeing it as a significant pillar of Meta’s future business endeavors. Additionally, Meta is exploring the integration of AI chat agents into WhatsApp and Messenger, aiming to introduce this technology to billions of users.
Despite its $19 billion price tag, WhatsApp has yet to generate substantial profits for Meta. Mark Zuckerberg has designated 2023 as the “year of efficiency” for the company, leading to mass layoffs, an increased focus on AI, and a reassessment of investment priorities, including the potential of the metaverse.
WhatsApp’s rollout of the channels feature will initially take place in Colombia and Singapore. The company plans to expand the availability of this feature to users in other countries in the coming months.