8-6-2023 (SINGAPORE) Meta, the parent company of WhatsApp, is rolling out a new feature called Channels on the messaging platform, following a similar update recently implemented on Instagram. This move by the social media giant aims to offer more conversational avenues to its 2 billion users and explore monetization possibilities in the future.
Channels on WhatsApp will be accessible through a dedicated tab called Updates. This approach differs from Meta’s strategy on Instagram, where channel announcements are delivered via direct messages. On WhatsApp, Meta is primarily focusing on enabling channels for entities such as NGOs, medical research institutions, and fact-checking bodies, rather than individual creators.
Admins will have the ability to send text, photos, videos, stickers, and polls through these channels, according to Meta. It’s important to note that these conversations will be one-way, meaning users won’t be able to reply to the messages.
While users can join channels through invite links, WhatsApp is also developing a directory to help users discover various channels related to hobbies, sports teams, and local officials. Meta has mentioned that it will provide tools for admins to control the discoverability of their channels.
Channels is initially being launched in select markets, namely Colombia and Singapore, with early adopters such as Singapore Heart Foundation and fact-checker Colombia Check. Meta has also secured partnerships with notable international organizations including the International Rescue Committee (IRC), the World Health Organization (WHO), and renowned sports teams like FC Barcelona and Manchester City. Over the coming months, Meta plans to expand the availability of the Channels feature to more countries, with the ultimate goal of allowing any user to establish their own channel.
The company, led by Mark Zuckerberg, is also considering various possibilities for this feature. One potential option is to remove end-to-end encryption for large channels to expand the audience reach. Additionally, Meta is exploring revenue opportunities by introducing payment services for businesses within Channels and enabling promotional features in the directory.
WhatsApp has recently enabled in-app merchant payments in Brazil and Singapore. With Channels, WhatsApp aims to facilitate large-group conversations, following the introduction of Communities last year, which provided a space for clubs, schools, and residential complexes to engage in discussions. By introducing Channels, WhatsApp seeks to become the preferred platform for organizations and authorities to issue updates and alerts to users.
