Meta Unveils WhatsApp AI Ads, Expanding Monetization Efforts

Meta (META.O) has launched its inaugural AI-driven ad targeting program for businesses on WhatsApp, aiming to monetize the widely used chat service. This Whatsapp AI ads announcement was made on Thursday (June 6) during a conference in Brazil, highlighted by a video message from CEO Mark Zuckerberg.

This development represents a significant shift for WhatsApp, which is known for its strong privacy features and has traditionally avoided the targeted advertising strategies utilized by Meta's other platforms, Facebook and Instagram.

Over the past few years, Meta has been incorporating commerce and payment functionalities into WhatsApp, including "business messaging" tools that allow companies to engage in customer service and send marketing messages to users who have provided their phone numbers. Previously, these tools were used broadly, sending messages to all opted-in users. The new AI tools, however, will leverage user behavior on Facebook and Instagram to specifically target those most likely to be interested, as long as the same opted-in phone number is used across accounts.

Additionally, a chatbot will be available to help users with common requests such as locating catalogs or checking business hours, akin to existing AI-powered customer service solutions.

Source: Dani Morera and Andre Romani / Reuters