Meta has made an announcement regarding the significant growth of WhatsApp Business, revealing that it now boasts 200 million monthly active users, a substantial increase from its 50 million users in 2020.
According to this report, in an effort to boost revenue generation, the company has introduced several new features. These additions include simplified ad creation and a personalized messaging service. Notably, WhatsApp Business users can now create “click-to-WhatsApp” ads even without a Facebook account. Last year, these ads generated an annual revenue run rate exceeding $1.5 billion, showcasing an impressive 80% year-over-year growth. Additionally, WhatsApp Business plans to implement a paid feature that streamlines the process of sending customized messages to customers.
To counterbalance its expenses related to the development of a metaverse, Meta is actively seeking to increase revenue streams from platforms like WhatsApp. The company has invested billions in the creation of a metaverse, as Mark Zuckerberg believes it to be the next evolution of the Internet. As part of this strategy, WhatsApp Business users can now create, purchase, and publish ads directly on Facebook and Instagram through the app. Meta has taken tangible steps toward augmenting revenue from paid messaging, including alterations to pricing structures and messaging categories on WhatsApp.
One noteworthy addition to WhatsApp Business is the introduction of a paid feature that enables merchants to automate personalized messages sent to their customers. Although specific pricing details have not been disclosed, Meta has indicated that testing for this feature will commence in the near future. Businesses will have the ability to send distinct messages to different customer lists. For instance, a seller may choose to dispatch a discount code accompanied by a purchase button exclusively to new customers. During Meta’s Q3 earnings call last year, Mark Zuckerberg mentioned that click-to-message ads had achieved a remarkable $10 billion revenue run rate.
