Social media giant Meta has announced the expansion of its Meta Verified program to WhatsApp Business users in India, Indonesia, Brazil, and Colombia. This development, revealed at Meta’s annual business messaging event, Conversations, on June 6, marks a significant step in enhancing business credibility and engagement on the platform.
Meta Verified for WhatsApp Business
Meta Verified is a subscription service aimed at bolstering a business’s trustworthiness and attracting new audiences. Initially launched for creators in March last year and later extended to businesses in September, the program is designed to drive increased engagement and brand growth.
The verification program provides a range of benefits for businesses, including a verified badge, impersonation protection, in-app support, and the ability to use WhatsApp across multiple devices. Businesses can subscribe to the service with plans starting at $14.99 for Business Standard and going up to $119.99 for Business Premium. These plans allow linking up to four devices, offering greater flexibility and efficiency for business operations.
“When you see a Meta Verified badge, it means a business has registered their information with Meta,” the company stated. “Businesses using Meta Verified receive enhanced account support, including impersonation protection, and can use WhatsApp across multiple devices for their employees.” The verified badge will also be visible on WhatsApp channels and custom WhatsApp pages for these businesses.
New AI Tools and Features
Alongside the verification program, Meta introduced new AI tools to enhance customer service capabilities for businesses. These tools assist in creating ads that link directly to WhatsApp chats and provide support through features like catalogs and quick replies. One-tap calling for larger businesses on WhatsApp and customized customer messages for sending personalized greetings or promotions more efficiently have also been introduced.
Context and Challenges
The rollout of Meta Verified on WhatsApp Business comes amid scrutiny of Meta’s advertising policies. A watchdog group recently reported that Meta approved over a dozen “highly inflammatory” ads targeting Indian audiences, which spread disinformation and incited religious violence. This scrutiny is heightened as India approaches its general elections on April 19.
In response to these concerns, Meta has pledged to combat misinformation, prevent voter interference, and enhance transparency and accountability on its platforms. The company has also implemented measures to block certain election-related queries on its AI chatbot, Meta AI, to curb the spread of potentially harmful content during the testing phase.
