Meta Platforms’ WhatsApp Business application has recently reached a milestone of over 200 million users on its platform. This represents a fourfold increase from about three years ago, according to CEO Mark Zuckerberg.
Shift in Focus
The increase in the user base comes as Meta shifts its focus to the development of business messaging. This is due to an uncertain economy that has slowed down the company’s core advertising business.
New Features for Small Businesses
Meta has announced that it will soon begin testing features that will help small businesses run ads that click to the messaging platform without the need for a Facebook account. Small and medium businesses will be able to send personalized messages, such as appointment reminders and updates on holiday sales, to their customers for a fee.
Monetizing Messaging Apps
Meta has been working to monetize its messaging apps, WhatsApp and Messenger, as CEO Zuckerberg WhatsApp sees business messaging as the company’s next pillar. The new features for small businesses are part of this effort to generate revenue from the company’s messaging platforms.