WhatsApp has established itself as an indispensable commercial tool for small and medium-sized companies (SMEs) around the world, always attentive to the habits and daily lives of people to create new solutions. However, we need to recognize that the innovation of this app so popular in the market does not cancel the significant challenges that Grupo Meta must still face, especially with regard to data security and privacy.
This year, the third edition of WhatsApp Conversations, promoted by Meta, received 1.2 thousand guests in Sao Paulo and more than 80 thousand users by live broadcast, among marketing, advertising and technology leaders, to discuss the trends that will shape the future of the application.
During the event, Maren Lau, Regional VP and Head of Latin America of Meta, said that our country has the fifth largest digital population in the world and that 90% of Brazilians use instant messaging on their mobile devices. Reality reveals the importance of WhatsApp for Brazilian corporations and vice versa, increasing the need to understand its impact on the business scenario.
One of the main innovations presented at the conference was Meta Verified for WhatsApp, an initiative that aims to provide a verification seal for small businesses of WhatsApp Business and has already won the trust of 200 million users around the world, according to Nikila Srinivasan, VP Product Management of Meta. The feature, which will be implemented in Brazil, India, Indonesia and Colombia, has the potential to increase consumer confidence and strengthen the credibility of SMEs, creating a safer and more transparent environment for business interactions.
Another relevant novelty is the integration of Pix to WhatsApp Business. Widely used in Brazil, this instant method of transactions expands and facilitates payment options for consumers and entrepreneurs, boosting e-commerce.
In addition to payment, the app also offers an official API for brands to individually connect with customers at scale. This is made possible thanks to the automation of conversations and the personalized support of the API, which enhances the service experience and boosts operational efficiency. An optimization of analytical capabilities will also be performed to provide more accurate data on user behavior and preferences, allowing companies to create more assertive campaigns and increase conversion rates.
It may be okay, as far as risks are not addressed with the tool.
Despite the numerous opportunities offered by WhatsApp innovations, it is crucial to address concerns related to data security and user privacy.In a digital environment increasingly prone to cyber threats, SMBs must take precaution and take proactive measures to protect the sensitive information from their conversations.
Verifying company phone numbers, for example, underscores the legitimacy of business transactions, especially to prevent potential fraud at the time of payments. In addition, paying attention to the limit of capturing customer data during WhatsApp personalization reviews is also an important step to prevent sensitive information from being subject to undue exposure.
As the application continues to evolve and introduce new functionality, it is critical that Grupo Meta and other stakeholders in the ecosystem consider not only commercial potential but also social impacts and corporate responsibility. User privacy, data security and equity in the business environment should be a priority amid technological innovations, as they ensure that small entrepreneurs can also enjoy the benefits of the application in a sustainable and ethical manner.
