– In a significant move towards enhancing its e-commerce capabilities, WhatsApp has recently introduced a new in-app shopping feature. This innovative capability, named “Flows”, enables users to make purchases directly from merchants via the WhatsApp Business platform. The primary aim of this feature is to provide a seamless shopping experience, allowing users to perform various tasks such as selecting train seats, ordering meals, or booking appointments without ever leaving their chat window.

WhatsApp’s parent company, Meta, highlighted that this feature is designed to offer businesses the opportunity to present their customers with interactive menus and customizable forms. The company has assured that this feature will be rolled out to businesses across the globe in the upcoming weeks, specifically targeting those that utilize the WhatsApp Business platform.

In addition to “Flows”, WhatsApp is also focusing on simplifying the purchasing process within chat conversations. For instance, users in India can now select their preferred payment method, including options from supported UPI apps, debit and credit cards. The company is also collaborating with prominent payment partners like RazorPay and PayU to enhance the checkout experience. It’s worth noting that WhatsApp had previously launched merchant payment support in Brazil earlier this year.

To further instill trust among its users, WhatsApp is introducing a verification process for businesses. This will allow businesses to achieve a Meta-verified status, showcasing their authenticity to users. Companies that undergo this verification will be awarded a Meta-verified badge, along with additional account support and identity protection. Moreover, premium features are in the pipeline for verified businesses, encompassing the creation of a personalized WhatsApp page and support for multiple devices.

WhatsApp has confirmed its plans to initiate testing for the Meta Verified feature with a select group of small businesses using the WhatsApp Business app. However, a broader rollout on the Business platform is yet to be announced.

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