In a bid to bolster the shopping experience for both merchants and users, WhatsApp, a subsidiary of Meta, is introducing a groundbreaking feature called ‘Flows.’ This innovative feature aims to enable users to seamlessly complete various tasks, such as reserving a seat on a flight or scheduling an appointment, all without leaving the app. This move represents a significant step forward in the evolution of in-app shopping experiences.
Merchants on WhatsApp will have access to a range of building blocks, including text boxes, calendars, and seat pickers, to construct these immersive shopping experiences. These experiences are slated to become available in the coming months, promising to transform the way consumers interact with businesses on the platform.
A dedicated support page for ‘Flows’ outlines a multitude of potential use cases, including appointment booking, product customization, account login, form filling, and event registration. This diverse range of applications demonstrates WhatsApp’s commitment to providing versatile solutions for businesses and users alike.
The company has been rigorously testing ‘Flows’ with a select group of businesses, including Brazilian bank Banco Pan, leading retailer MagaLu, tech giant Lenovo, Indian travel service provider Redbus, India-based banking institution SBI, and the car reselling platform Spinny. These partnerships have allowed WhatsApp to refine and optimize the ‘Flows’ feature for seamless integration into the platform.
Nikila Srinivasan, the Vice President of Business Messaging at Meta, shared insights into the company’s strategic vision, stating, “Shopping & e-commerce is one of the biggest verticals we want to focus on. The goal is to enable business messaging in a way that businesses and people can do a lot more right in the chat thread. We are trying to build rich experiences within the chat, and that’s where Flows comes in.”
Importantly, WhatsApp users will not be charged separately for using ‘Flows.’ Instead, this feature will seamlessly integrate into the current payment model. WhatsApp currently charges businesses for conversations that accumulate over a 24-hour window, categorizing them under marketing, utility, authentication, and service. For instance, a customer’s request to book an appointment would likely fall under the utility category.
WhatsApp is also expanding its payment ecosystem by introducing new payment partners to enhance the checkout experience for users in India, where the platform boasts more than 500 million users. Users in India can now make payments through WhatsApp Pay, a Unified Payment Interface (UPI)-based system, as well as other UPI apps, credit cards, and debit cards. Earlier this year, WhatsApp successfully launched merchant payments in Brazil and Singapore, marking a significant step toward simplifying digital transactions.
WhatsApp Business, a specialized platform for businesses, has achieved a remarkable milestone by crossing 200 million monthly active users. The company has also begun testing a personalized messaging feature for merchants. This feature empowers businesses to send tailored offers and discounts to select customers, enhancing engagement and customer satisfaction.
In sum, WhatsApp is on a mission to encourage end-to-end shopping experiences, ultimately driving more frequent business transactions on its platform. With the introduction of ‘Flows’ and expanded payment support in India, Whatsapp is poised to elevate the user shopping experience while simultaneously boosting revenue. WhatsApp’s commitment to providing modern tools for both merchants and users signifies a significant leap forward in the world of in-app shopping, promising to revolutionize the way people make purchases online.
Source: TechCrunch
