WhatsApp Introduces ‘Flows’ Feature For Businesses to Improve Customer Service, in-app Shopping Experience

Meta-owned social messaging platform WhatsApp has launched a new feature known as ‘Flows’, that will enable businesses to improve their customer service and enhance in-app shopping experience for users.

With the launch of Flows, businesses can offer more experiences for users like quickly booking a train seat, ordering a meal, or booking an appointment, which can be done all on a chat.

Also, with the feature, businesses will be able to provide rich menus and customizable forms that support needs.

Meta disclosed that it has been testing Flows with businesses such as Brazilian bank Banco Pan, retailer MagaLu, Lenovo, Indian travel service Redbus, India-based bank SBI, and car reselling platform Spinny.

These tests have helped WhatsApp refine the feature and ensure that it can cater to various use cases such as product customization, appointment scheduling, form filing, and event registration.

Speaking on the launch of Flows, WhatsApp wrote,

“We’re launching Flows so businesses can offer more experiences like quickly choosing your train seat, ordering a meal, or booking an appointment, all without leaving your chat. With Flows, businesses will be able to provide rich menus and customizable forms, that support different needs.

“We’re making it easier to complete a purchase directly in the chat. Starting today, people in India can add items to their cart and send a payment using the method of their choice from all supported UP apps, debit and credit cards, and more. We’re excited to be working with partners Razorpay and PayU to make paying for something as simple as sending a message”.

WhatsApp noted that Flows will be available to businesses around the world using the WhatsApp Business Platform in the coming weeks.

Also, the company announced that it will be making it possible for businesses to receive verification from Meta, which will help users know that they are chatting with the right business.

To become Meta Verified, businesses must demonstrate their authenticity to Meta and in return receive a verified badge, enhanced account support, and impersonation protection.

For businesses interested in signing up, Meta Verified will come with additional premium features including the ability to create a custom WhatsApp page that is easily discoverable via a web search, and multi-device support so multiple employees can respond to customers.

WhatsApp disclosed that it will begin testing Meta Verified soon with small businesses using the WhatsApp Business app before introducing it to businesses on the WhatsApp Business Platform in the future.

In June 2023, WhatsApp announced that its Business app had crossed over 200 million monthly active users, a significant increase from 50 million active users in 2020.

With the introduction of Flows, WhatsApp wants to continue improving its business platform, by enhancing the end-to-end shopping experience for users in order to increase frequent business transactions.