The new AI tools will use behaviour on Facebook and Instagram to target the messages to customers.
SAO PAULO - Meta launched its first AI-driven ad targeting programme for businesses on WhatsApp, as it tries to wring revenue out of the popular chat service, the company announced on June 6 at a conference in Brazil.The announcement marks a shift for WhatsApp, an encrypted messaging service that heavily touts its privacy credentials and has long eschewed the types of targeted advertising tools that underpin Meta’s other apps, like Facebook and Instagram.
Previously, those tools were blunt instruments, used to send blasts to all users who had opted in to receiving the company’s outreach. The new AI tools will use behaviour on Facebook and Instagram to target the messages to those customers most likely to be receptive to them, provided the customers use the same opted-in phone number across accounts.
Meta has been ramping up efforts to earn money off WhatsApp, its biggest app in terms of daily users. Despite the service’s popularity and its eye-popping US$22 billion acquisition price tag in 2014, to date it has contributed only a sliver to Meta’s total revenue. The chatbot will assist users with common requests such as finding catalogs or consulting business hours, similar to existing AI-powered customer service platforms.
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