Meta’s WhatsApp Launches AI-Driven Ad Targeting for Businesses
Meta (META.O) has launched its first AI-driven ad targeting program for businesses on WhatsApp, marking a significant shift for the encrypted messaging service. The announcement was made at a conference in Brazil, where CEO Mark Zuckerberg introduced the new tools in a video presentation.
WhatsApp, known for its strong privacy credentials, has traditionally avoided targeted advertising tools like those used on Facebook and Instagram.
However, the company has been expanding commerce and payment features on the app, including “business messaging” tools that allow companies to conduct customer service chats and send marketing materials to users who have shared their phone numbers.
Until now, these tools were used to send broad messages to all users who had opted in to receive company outreach. The new AI tools will leverage user behavior on Facebook and Instagram to target messages to customers most likely to be receptive to them, provided they use the same phone number across accounts.
This development is part of Meta’s efforts to generate revenue from WhatsApp, which has long been a key focus for the social media giant.
