Last September 2021, WhatsApp piloted a local business directory. It is a “Businesses Nearby” option on WhatsApp’s main screen that allows finding contact information for local businesses. After enabling new voice messaging features, WhatsApp now enables communities.
WhatsApp communities is a new group chat function. The platform has noted that many organizations now rely on group chats in their daily communications. With a range of new tools including emoji reactions, file sharing, group audio calls, etc., such a new feature can make it easier to communicate via WhatsApp group chats. Each community on WhatsApp includes a description and sub-groups that members can choose to join. They are also E2E encrypted for safety and security.
WhatsApp enables communities on 14 April 2022.
Implications for Marketers:
WhatsApp communities can be new ways for marketers to connect with the segmented groups of their target audiences. They can facilitate brand discovery and loyalty among followers.