Meta's WhatsApp makes Brazil a key test market for business messaging

The business directory will be used to find companies and contact them directly using their WhatsApp business accounts.

Meta Platforms is working to introduce payments tool and commercial directory through its WhatsApp messaging service in Brazil. It is seen as a potential fresh source of revenue. Brazil is one of the biggest markets of Meta and Whatsapp and will be the first country to see the new tools deployed outside pilot programmes. The new feature will enable a person to search, message and purchase a business through the same WhatsApp Chat. The business directory will be used to find companies and contact them directly using their WhatsApp business accounts.

Earlier, users had to add a phone number to their contacts or click a link on a separate platform to open a chat with a business. To rectify this Meta started testing the directory in Sao Paolo last year. The directory service will be introduced in Mexico, Colombia, UK and Indonesia. The service is to be introduced via the WhatsApp’s API, which mainly serves large businesses .The messaging platform, is also planning to test a payments tool in Brazil that would make in-app transactions possible with both debit and credit cards. They will be partnering with local companies to make this possible.