https://marketingland.com/whatsapp-officially-launches-app-profiles-businesses-232423
As Facebook and Google have continued to capture an outsized share of the world's advertising dollars, companies have had to rethink their marketing efforts and how they connect with customers. WhatsApp Business represents the latest example of how companies are trying to interact with their customers in the most efficient and convenient way possible - by going to them. WhatsApp, a messaging app owned by Facebook with more than 1.3 billion users, is rolling out a mobile app that will allow marketers to create and manage WhatsApp accounts for their businesses.
The idea is to enable marketers to more easily manage conversations with their customers and get real-time feedback. Given its ubiquity throughout the world, this platform has the potential to be highly effective if businesses can integrate themselves seamlessly within the broader population's existing user experience. Although at first the app will only offer general analytics (i.e. number of messages sent, delivered, read, received), it's easy to imagine - particularly with Facebook's backing - how the platform can evolve over time to leverage the data it gathers from its user base for marketers' benefits.
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