WhatsApp Launches ‘Flows’ to Boost Business Communications

UTC by Benjamin Godfrey · 3 min read
WhatsApp Launches ‘Flows’ to Boost Business Communications
Photo: Meta

In addition to Flows, WhatsApp is taking steps to empower businesses with payment solutions.  B2B customers in India can now make payments to companies within the chat using their preferred payment methods. 

In an eagerly awaited announcement, WhatsApp, a subsidiary of Meta Platforms Inc (NASDAQ: META) has unveiled its latest feature, “Flows”. This innovation promises to reshape the way businesses communicate with their customers and clients, offering a seamless and dynamic messaging experience.

The official announcement took place via a live online keynote hosted by Meta, marking a significant milestone in the world of digital communication.

Use Cases for WhatsApp ‘Flows’

WhatsApp has identified numerous use cases for ‘Flows’ that will empower businesses to better serve their customers. WhatsApp’s Flows is set to revolutionize the way businesses interact with their customers without ever leaving the app.

This groundbreaking addition allows businesses to offer customizable forms to customers, simplifying and enhancing the purchasing journey. Whether you’re a restaurant looking to streamline food orders or a tech gadget store aiming to sell products seamlessly, Flows on the WhatsApp Business Platform has got you covered.

One of the most exciting applications of Flows is the ability for businesses to host menus directly within WhatsApp. For instance, a restaurant can display its entire food menu, and users can place orders without the need to switch between different apps or websites. Furthermore, if the restaurant offers delivery services, customers can conveniently place their orders and arrange for delivery, all within the WhatsApp app.

Similarly, businesses can leverage Flows to facilitate bookings for tickets, seats, and appointments, or even sell groceries and consumer tech gadgets. The feature even includes a payments portal integrated right into WhatsApp, making transactions smooth and secure.

The rollout of Flows for WhatsApp Business Platform is imminent, with Meta stating that it will be available “in the coming weeks”. This exciting development was initially launched in India, reflecting WhatsApp’s commitment to expanding its capabilities and staying relevant in the dynamic world of digital communication.

To use Flows on the WhatsApp Business Platform, businesses must first become Meta Verified. This verification process involves demonstrating authenticity to Meta, which in turn unlocks several premium benefits. Verified businesses gain access to a verified badge, enhanced account support, and protection against impersonation.

Meta’s Emphasis on the Indian Market

In addition to Flows, WhatsApp is taking steps to empower businesses with payment solutions.  B2B customers in India can now make payments to companies within the chat using their preferred payment methods.

This integration could provide a seamless payment experience, although specific details about its workings have not been disclosed. By partnering with payment service providers like PayU and Razorpay, WhatsApp aims to facilitate secure and efficient financial transactions for businesses.

Furthermore, Meta revealed that it is bringing its paid verification badge, known as “Meta Verified”, to WhatsApp users in India. Mark Zuckerberg emphasized India’s significance as a focal point of Meta’s developments during the announcement.

India has emerged as one of the largest and most vibrant markets for WhatsApp, with over 500 million users. The country’s enthusiastic embrace of messaging as a means of communication and business interaction has positioned it as a key driver of innovation and growth for Meta.

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