WhatsApp is introducing options for users to unsubscribe from business marketing messages, addressing concerns over spam, TechCrunch reports. As the platform approaches 200 million business users, this change aims to enhance user experience while balancing revenue for the platform.
WhatsApp tests new unsubscribe options for business messages
WhatsApp has announced testing of features allowing users to manage their preferences regarding business marketing messages. The platform, utilized by over 200 million businesses, previously offered no means for users to selectively unsubscribe from communications without blocking the entire business account. Users will now be able to respond with options such as “interested/not interested” or “stop/resume” to provide businesses with feedback on the messages they wish to receive.
The update comes as WhatsApp seeks to improve user satisfaction by reducing the number of unwanted marketing communications that often clutter personal chat inboxes. The company plans to roll out these testing features globally, with users in countries like India and Brazil being primary targets, where WhatsApp serves as a significant communication tool.
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Currently, businesses communicate through WhatsApp’s API, categorizing messages into marketing, utility, authentication, and service types. However, customers lacked granularity in controlling which type of messages they would receive. Meta, WhatsApp’s parent company, is beginning to implement these additional controls, responding to criticism regarding the management of business messaging.
Meta’s VP of product management for messaging monetization, Nikila Srinivasan, remarked on the need for transparency in business interactions. She noted that users can express their preferences by blocking and reporting unwanted business contacts, emphasizing user control in shaping their experience on the platform.
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