WhatsApp is one of the most important communication tools today. The immediacy of information delivery, the ability to interact in different formats as well as the accessibility of the service are fundamental elements of its success.
A recent report issued by the company indicates that during the fourth quarter of 2017, WhatsApp registered 1.5 billion active users per month, which generated more than 60 billion messages through the application.
With this in mind, Facebook, the company that owns the platform, has developed various efforts to capitalize on the popularity of the app, opening this space as another option for brands to connect with their target audiences.
In this sense, WhatsApp maintains a rhythm of constant updates where a large part of these efforts aim to optimize the platform for commercial uses.
Such is the case of the new possible function that the messaging application will have, which has to do with adding a line of text to define the purpose of a WhatsApp group.
This is what the specialized site WABetaInfo refers to, whose information indicates that the users or the group administrator will be able to define a description for the groups, which will be visible to the current and future participants of the group, and will be published if the group has been shared.
When a user leaves the group the description will hide for that person. In this sense it is important to mention that it is expected that at the beginning all the participants can edit this description; it will be the task of the group administrator to restrict this function.
For brands this is a new opportunity as a point of contact and communication with users. Creativity will be put to the test in order to capitalize on this space with the solutions for companies made available by the platform.
WhatsApp is still thinking about how to become a platform that is functional for marketing and commerce, now it is in the field of brands to know how to capitalize on the space without being invaded by the consumer.