WhatsApp has established itself as an essential business tool for small and medium-sized enterprises (SMEs) worldwide, always attentive to people's habits and daily lives to create new solutions. However, we need to recognize that the innovation of this app so popular in the market does not negate the significant challenges that the Meta Group still has to face, especially regarding data security and privacy
This year, the third edition of WhatsApp Conversations, promoted by Meta, received 1,2 thousand guests in São Paulo and over 80 thousand users per live broadcast, among marketing leaders, advertising and technology, to discuss the trends that will shape the future of the app
During the event, Maren Lau, Regional VP and Head of Latin America at Meta, stated 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 landscape
One of the main innovations presented at the conference was Meta Verified for WhatsApp, initiative aimed at providing a verification badge for small businesses on WhatsApp Business and that has already gained the trust of 200 million users worldwide, according to Nikila Srinivasan, VP of Product Management at Meta. The resource, that 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 with WhatsApp Business. Widely used in Brazil, this instant transaction method expands and facilitates payment options for consumers and businesses, driving e-commerce
In addition to the payment, the app also offers an official API for brands to connect individually with customers at scale. This is possible thanks to conversation automation and the personalized support of the API, that enhances the service experience and drives operational efficiency. An optimization of analytical capabilities will also be carried out to provide more accurate data on user behavior and preferences, allowing companies to create more targeted campaigns and increase conversion rates
It may all be fine, up to where the risks with the tool are not addressed
Despite the numerous opportunities offered by WhatsApp innovations, it is crucial to address concerns related to data security and user privacy. In an increasingly cyber threat-prone digital environment, SMEs must take precautions and adopt proactive measures to protect the confidential information of their conversations
The verification of company phone numbers, for example, highlights the legitimacy of commercial transactions, especially to prevent possible fraud at the time of payments. Furthermore, being mindful of the data collection limit of customers during WhatsApp personalization analyses is also an important step to prevent sensitive information from being exposed inappropriately
As the app continues to evolve and introduce new features, it is essential that Meta Group and other stakeholders in the ecosystem consider not only the commercial potential, but also the social impacts and corporate responsibility. The privacy of users, data security and equity in the business environment must be a priority amid technological advancements, because they ensure that small entrepreneurs can also take advantage of the app's benefits in a sustainable and ethical way
