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WhatsApp’s new feature is for users who want to shop at local businesses

The instant messaging app began pivoting to e-commerce with the launch of features like WhatsApp Carts last year.

WhatsApp’s new feature will facilitate the search for local businesses within its app, according to a Reuters report. The directory, which contains details of the shops and services akin to Yellow Pages, was first tested at Sao Paulo in Brazil, Reuters added.  The test involved thousands of businesses in categories like food, retail, and local services across certain São Paulo neighbourhoods, WhatsApp informed the news agency. Matt Idema, Facebook’s vice president of business messaging, told Reuters that India and Indonesia would be explored as candidates for the feature’s expansion. WhatsApp has also made it clear that it will not be able to read, store, or access the location of people’s search or results whilst they are using the directory.  This is another attempt by Facebook and its suite of products to leverage the surge in online retail during the pandemic. The feature is likely to provide a thrust to Facebook’s plans to drive an uptake in e-commerce on its platforms, and may become the primary way that people start a business on WhatsApp.   WhatsApp’s pivot towards e-commerce The messaging service has sought the favour of business users, with a specialised app for small firms and an API. The businesses have also been promoting their WhatsApp numbers on packaging or websites to conduct business via WhatsApp chats. October 2020: The company introduced a shopping button for e-commerce. The feature allows users to shop, and pay for goods and services via WhatsApp chats, BloombergQuint said. WhatsApp’s business account holders can provide catalogues from…

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I cover several beats such as Crypto, Telecom, and OTT at MediaNama. I can be found loitering at my local theatre when I am off work consuming movies by the dozen.

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