Meta’s WhatsApp Business Update: Transforming Key Industries

Big news! Meta has announced a new update that opens up new possibilities for key industries on the WhatsApp Business Platform. Starting from August 27, 2024, industries such as Alcohol, over-the-counter (OTC) medication, online gambling, and Real Money Gambling (RMG) sectors can use WhatsApp for conversational messaging.

This change will foster new pathways for these industries which were previously restricted by Meta. Let’s learn more about this latest Meta update and how it can be beneficial for these businesses.

What is Allowed and What isn’t?

Before moving further, it's important to understand what businesses in these industries can and cannot do on WhatsApp.

What’s Allowed:

• Communication purposes: Businesses that have obtained licenses from the listed sectors can use WhatsApp Business for non-transactional messaging. This means they can engage with customers, share updates, and offer customer support using the WhatsApp Business API.

What’s Not Allowed:

• Transactions: Businesses are restricted from activities such as buying, selling, or payment processing. They also cannot send transactional messages through WhatsApp.

Now, let's focus on how these industries can use WhatsApp

Alcohol Enterprises

The change creates numerous opportunities for businesses in the alcohol industry. Whether you are an alcohol shop owner or a wholesaler, being able to advertise your business on WhatsApp can definitely increase the number of people who hear about your brand.

How can it be utilized here:

• Promotions: Use WhatsApp to showcase the latest arrivals, special editions, seasonal offers, and early stock-out products.
• Events: Use WhatsApp to remind customers to stock up their most loved alcohol as it is one of the most demanded items in all their elite events/weddings, right before the wedding season kicks off.

Over-the-Counter Medication

To reach their target audiences, over-the-counter (OTC) pharmaceuticals—who encompasses a wide range of helpful items like antibiotics, allergy treatments, and anti-inflammatories—always require a variety of communication methods.

Here's how drugstores and pharmacies can benefit the most from this recent change:

How can it be utilized here:

• Pharmacies/Drugstores: Venders can use WhatsApp Business API to update about OTC drugs and e-commerce platforms to sell grocery items.
• Drugstore Networks: Pharmacies can use e-commerce platforms for non-OTC products as well while following proper guidelines.

Over-the-counter medications are restricted for :

• Promoting or selling prescription drugs or recreational drugs.

Note: Messages cannot be sent to people under 18 years of age. To know more, visit the WhatsApp Business Policy.

Online Gaming & Gambling

Promotional: Businesses can promote real money online gaming or gambling as long as WhatsApp has given prior consent. This is a perfect chance for businesses operating in areas where internet gambling is permitted.

Physical Gaming venues: Consider bookmakers, casinos, and even state lotteries. These companies can interact with their players by sending out permitted event alerts, special offers, and other happenings.

Key Guidelines by Meta

• Businesses need to fill out a contact form and follow both legal and WhatsApp-specific rules.
• Online or physical gambling like betting, lotteries, casino games, fantasy sports, poker, and more, may involve cash or digital currencies as part of the entry or prize.

Allowed Activities:

• Government lotteries
• Free-to-play games
• Physical gambling activities at places like casinos

What’s Allowed

• Government lotteries
• Free-to-play games
• Physical gambling activities at places like casinos

Online Gaming and Gambling: Apps Where WhatsApp Is Applicable

• Australia
• India (Restrictions unique to each state applies)
• Japan
• Colombia
• Mexico
• Peru

Note: Messages cannot be sent to people under 18 years of age. For more details, visit the WhatsApp Business Policy

Why the WhatsApp Business API will be perfect for this Industries

With more than 2 billion users worldwide, WhatsApp is one of the most popular messaging platforms. WhatsApp Business API here opens up amazing opportunities for industries to engage with customers.

Send Personalized Messages

WhatsApp Business API will allow businesses to connect directly with customers, providing real-time support, answering questions, and sending personalized updates. This can create trust and keep customers updated with the latest arrivals. For Example, An alcoholic beverage brand can easily share news of its latest products, while an OTC drug company can send reminders about usage or new stock.

Build Customer Loyalty

Businesses can strengthen their ties with customers by sending individual messages and prompt responses. Customers always find WhatsApp simple as they use it on a daily basis, so interacting on this platform would make it much more convenient for them. A quick announcement about an upcoming sale or the release of a new product might increase client retention and hence their loyalty.

Easy Campaign

Businesses can very efficiently broadcast customized messages and notifications thanks to the WhatsApp Business API. Alcohol industries can reach their customers where they spend most of their time by sending promos, event details, or holiday discounts directly to their phones

Better Customer Support

Businesses can automate messages or set up chatbots to answer frequently asked queries with the WhatsApp Business API. This will give round-the-clock assistance to your customer's queries or businesses can also assist their customers by manually taking over the chat.

Reach a Broader Market

Millions of people use WhatsApp every day in places like LATAM and APAC. Businesses can take advantage of these markets by using theWhatsApp Business API, for example, to offer customized gaming experiences or to advertise a new alcohol brand.

How Anantya.ai Can Help

At Anantya.ai, we specialize in helping businesses make the most of the WhatsApp Business API. We can assist you with campaign management, automated support setup, creating a chatbot, policy compliance, and other business-related assistance.

Are you ready to get started? Connect with us today to know WhatsApp’s full business potential!