WhatsApp introduces 'Flows' for in-chat business services and Meta verification program

WhatsApp Business is introducing new features to improve interactions between businesses and users. The most notable addition is "Flows," a tool that lets businesses offer services like meal ordering, appointment bookings, and train seat selection directly within the chat interface. Flows also allows businesses to create detailed menus and customizable forms to cater to different customer needs. These features will be available worldwide to businesses using the WhatsApp Business Platform in the coming weeks.

The platform is also simplifying in-chat payments, starting in India. Users can add items to a cart and pay using various methods such as UPI apps, credit cards, and debit cards. Payment processors Razorpay and PayU are partnering with WhatsApp to ensure a seamless payment experience.

In partnership with Meta, WhatsApp is introducing a verification system for businesses. After a verification process, businesses will receive a Meta Verified badge, assuring users they are dealing with a legitimate business. Verified businesses will enjoy enhanced account support and protection against impersonation. They will also have access to premium features like creating a custom WhatsApp page for better web search discoverability and multiple employee support for customer inquiries. The initial testing of Meta Verified will start with small businesses using the WhatsApp Business app, with plans to expand to businesses on the WhatsApp Business Platform in the future.