Whatsapp Channels has now been launched in the UAE and the KSA.
The new feature is being rolled out globally over the coming year, with more countries being expected to avail of it.
Channels is a one-way broadcast feature that allows admins to send text, photos, videos, stickers, and polls to their followers.
Whatsapp also said that they’re building a “searchable directory” to help the users find channels of their interest to follow.
The feature has been created to be separate from chats with family and friends and also protects personal information, such as phone numbers, of both the admins and the followers.
Moon Baz, Creator Partnerships Lead, Africa, Middle East and Turkey at Meta, said: “WhatsApp Channels aspires to be the most private broadcast service available, helping users receive updates from the organisations and people that are important to them in a reliable, safe and private way.”
“From today, we’re excited to be bringing Channels to WhatsApp users globally and to be supporting creators in the UAE and KSA to engage with their audiences in new, diverse ways.”
Channels is set to make its debut in the UAE and KSA this week, and the product will gradually roll out to all users in both countries over the coming days.
Brands opportunities in Whatsapp Channels
According to Whatsapp Channels, businesses, government entities and media outlets in the region have already activated Channels to expand their reach.
The feature also aims to become a tool for creators to reach wider communities.
Campaign Middle East spoke to Rahul Kantharia, the Strategy Director of Tuesday Communications, a GP inc company about branding opportunities in the Meta’s latest feature.
He says, “This is the best form of first-party data marketing, and it is significant as brands navigate their digital marketing strategy to have personalised customer relationships in a cookies-less world.”
“WhatsApp Channel is following in the footsteps of a “tried and tested model for over 10 years” by major Chinese tech platforms.”
“Through WhatsApp Channels, brands will be able to communicate one-on-one with customers across their communication objectives. If China is any indication, then the launch of WhatsApp Channels should be a (much-needed) success for Meta. These are exciting times, so let’s wait and watch,” concludes Kantharia.