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· Posted on
February 21, 2024

WhatsApp launches in-app Yellow Pages-style business directory

The Facebook-owned messaging app, WhatsApp, is adding a business directory to its platform. Think: digital Yellow Pages.

What's the key learning?

  • WhatsApp doesn't just let you roast your friends in group chats anymore - it's now adding a business directory to its platform
  • This new feature will let users search for businesses within the app - like a digital Yellow Pages
  • WhatsApp's business directory is part of Facebook's plan to become the go-to online shopping destination.

Background: WhatsApp is the messaging app that lets users text, chat and most importantly, roast friends in group chats.

What happened: In 2014, Facebook bought WhatsApp for a massive US$21.8 million. It was the biggest acquisition in history at the time, and is still up there. For reference - that's 21 times more than Facebook bought Instagram for back in 2012.

What else: Now WhatsApp is adding another string to its bow with a business directory. The new feature will make it possible for users to search for businesses within the app - like a digital Yellow Pages. So far it's only in Brazil, but the company has plans to continue the rollout.

So what's the key learning?

💡Since it launched Marketplace back in 2016, Facebook has been striving to become the go-to online shopping destination - and completely dominate e-commerce.

💡It started with peer-to-peer buying and selling via Marketplace, then it became full-blown e-commerce on Instagram and Facebook. Now, it's a business directory in WhatsApp.

💡More people are using phones to connect with brands and businesses, but sometimes those connections can be frustrating. Ya know, annoying hold music and all. So, Facebook wants its mobile offerings to be the solution.

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