There's also the WhatsApp Business platform, an API, for larger businesses like banks, airlines or e-commerce companies. There's the WhatsApp Business app for small businesses. WhatsApp is really going to be the next chapter, with business messaging and commerce being a big thing there," he said. "And we've done that with Facebook and Instagram. He noted that the company's "playbook over time" has been to build services to serve a wide audience and "scale the monetization" after reaching that goal. WhatsApp will be the "next chapter" in the company's history, Meta CEO Mark Zuckerberg recently told CNBC's Jim Cramer.
"Signal loss is really what's been impacting social media companies this year." "If I stay on any of the Meta properties and I'm communicating using Meta, asking questions, and buying - all within the platform - there is no signal loss, and it's easier for Meta to tell the brand its return-on-advertising spend," said Mark Kelley, managing director and senior equity research analyst at Stifel. Since then, industry watchers have been watching closely for signs the company plans to monetize the platform more. Meta (then Facebook) bought WhatsApp in October 2014 for around $22 billion.
These initiatives offer Meta the ability to boost advertising revenue, stay relevant with small businesses and gain incremental revenue from the premium services offered, analysts said. Soon the company will roll out a premium service to small businesses, and it's doubling down on a newer advertising format called "click-to-message," which allows consumers to click on a company's ad within Facebook or Instagram and directly start a conversation with that business on Messenger, Instagram or WhatsApp.
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