Meta Platforms has 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 Thursday 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.
WhatsApp’s head of strategic markets Guilherme Horn said these AI tools would give business the possibility to optimise ad delivery to users most likely to engage. “This is very important for business because they are paying for those messages.”Meta has been ramping up efforts to earn money off WhatsApp, its biggest app in terms of daily users.
The chatbot will assist users with common requests such as finding catalogues or consulting business hours, similar to existing AI-powered customer service platforms.
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