Meta, formerly known as Facebook, has introduced AI-powered services and ‘Meta Verified’ badge for WhatsApp Business, to authenticate businesses and combat fraud related incidents in India and Brazil.
Meta Verified is an initiative by Meta to authenticate small and medium scale businesses and prevent incidents of fraud through impersonation, phishing and other means. With Meta Verified, businesses receive a badge to distinguish themselves as legitimate holders, providing users with assurance and protection from impersonation.
Additionally, Meta is integrating AI into chats between businesses and consumers. This AI, which can be activated by businesses, aims to enhance efficiency and customer engagement. Businesses will be able to utilize AI assistants within the WhatsApp Small Business App, aiding them in creating ads for platforms like Instagram and Facebook.
Furthermore, Meta is focusing on personalized marketing strategies to combat spam. Through AI tools, businesses can target relevant messages to specific user subsets, ensuring meaningful engagement and better returns on investment.
Meta’s CEO, Mark Zuckerberg, emphasized the importance of diverse AI assistants aligned with businesses’ products and services. This approach is being tested initially with English-language businesses in India, Singapore, and Brazil.
In addition, a new calling feature within WhatsApp Business chats is being piloted in India and Brazil, allowing consumers to directly contact businesses for issue resolution, particularly beneficial for complex queries.
Meta’s integration of AI into business chats and the introduction of Meta Verified signify a proactive approach towards improving user experience and combating fraud on its platforms.
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