Facebook wants more companies in WhatsApp to monetize the application

After the slow growth registered in the first half of the year, the social network wants to find new sources of income. One solution is to turn WhatsApp into a digital customer support center.

Facebook is determined to monetize WhatsApp. According to the social network, which holds the messaging app since 2014, the application will be optimized to host business services, as will be the case of customer service, and Facebook will start to display branded ads that will refer you to a conversation window on WhatsApp with the advertiser company. This means that advertisers can start buying interactive advertising space. The benefits in this case is that as soon as the user clicks on the advertisement, the brand can immediately initiate the contact, sending appropriate information to the consumer.

To monetize the application directly, Facebook will install a rapid response system that will charge the company if it takes a message to send a message to a customer who initiated an interaction. If the brand in question takes less than 24 hours to respond, the conversation will be free, but if it exceeds this limit, the US technology will apply a cost to the service, which will have to be paid by the brand. If, on the one hand, this is a way to monetize WhatsApp, on the other, it can also be a very efficient strategy for improving customer service.

The commercial chat that Facebook idealizes will be similar to that of Messenger, but the social network underlines that in WhatsApp, this interaction will have to be more immediate in order to create a distinction between both services. Note that although available for some time now, customer service via Facebook is not an efficient way of communicating between seller and buyer, since, as a rule, the answers are slow to arrive.As the Mark Zuckerber giant writes, it will be a question of companies checking whether or not they want to provide digital support in real time.

Business features have been available to a select group of companies since last September. In this batch of companies are brands like Uber and Singapore Airlines, which have served as "guinea pig" for conducting some tests in the app.

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