Meta-owned messaging app, WhatsApp, has set to launch a new feature called “Flows” aimed at enhancing the in-app shopping experience for both merchants and users. This feature will allow users to complete various tasks, such as selecting a seat on a flight or booking an appointment, without having to leave the app.
Merchants will have access to different building blocks, ranging from text boxes to calendars and seat pickers, to create these enhanced in-app experiences for customers. WhatsApp plans to make these tools available to businesses in the coming months. A support page for Flows is also in development, highlighting tasks such as appointment booking, product customization, account login, form filling, and event sign-ups.
WhatsApp new feature has been testing Flows with various businesses, including Brazilian bank Banco Pan, retailer MagaLu, Lenovo, Indian travel service Redbus, India-based bank SBI, and car reselling platform Spinny.
Notably, Meta (WhatsApp’s parent company) not charge merchants separately for the Flows feature; it included under the existing payment model. Additionally, WhatsApp is working on partnerships with payment providers to enhance the checkout experience for Indian customers.
WhatsApp has been actively working to improve its platform’s user experience and expand its e-commerce capabilities. The platform has introduced various features aimed at making it easier for users to shop, pay, and interact with businesses directly through the app. These efforts reflect WhatsApp’s ambition to become a more comprehensive communication and commerce platform.