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WhatsApp Launches Broadcast Channels

New channels with updates about topics of interest, brands and creators we are following.

Sending DM to friends and contact via chat or group chat easily and intuitively makes WhatsApp the most used app in the World with 2 billion monthly users (followed by WeChat 1.3 billion, Facebook Messenger 900 million, and Telegram 700 million).

Meta wants to capitalize on the rising of DM (100 billion sent daily) finding new ways to share content while engaging a wider audience.

WhatsApp channels are theme channels that will send users updates via DM about arguments of interest or brand and creators followed.

As shown in the video, WhatsApp Channels will appear in an "Updates" tab where you'll also be able to see the latest WhatsApp Status post from profiles followed.

“Channels are a one-way broadcast tool for admins to send text, photos, videos, stickers, and polls. To help you select channels to follow, we’re building a searchable directory where you can find your hobbies, sports teams, updates from local officials, and more. You can also get to a channel from invite links sent in chats, e-mail, or posted online.” - WhatsApp.

WhatsApp channels will not display personal infos or followers. Content will remain for 30 days to provide fresh and updated news.

However, channels seems to be in contraddiction with the semplicity and accessibility of the app. WhatsApp is based on the binomy "contacts -->chat" with no other distractions. Do the user need more updates while sending DM?

Certainly WhatsApp Channels bring new opportunity for brand as creating a channel for sales or new products - Meta is exploring payments and business discovery elements within Channels.

WhatsApp channels is launching in Colombia and Singapore, and in other regions later this year.



I'm Francesca Concina and here I share articles and news about IPR. I write about innovation, crisis management, stakeholder engagement.

I have a MBA, Master in Integrated Communication for Business and organizations, Master in New Media, bachelor in Public Relations.

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