Meta is expanding its conversational avenues by rolling out a new messaging feature called Channels on WhatsApp. This move follows a recent update to Instagram, as Meta explores ways to provide more interactive options for its 2 billion users. The company also has plans to monetize this feature in the future.
On WhatsApp, Channels messages will appear in a dedicated tab called “Updates,” distinguishing it from Meta’s approach on Instagram, where channel announcements are communicated through direct messages. The focus of Channels on WhatsApp is to facilitate usage by entities such as NGOs, medical research institutions, and fact-checking bodies, rather than individual creators.
Admins of these channels can send text, photos, videos, stickers, and polls, according to Meta. It’s important to note that these conversations are one-way, meaning users won’t be able to reply to the messages.
While users can join channels through invite links, WhatsApp is also developing a directory that will enable users to discover different channels related to hobbies, sports teams, and local officials. Meta plans to introduce tools for admins to control the discoverability of their channels.
Mark Zuckerberg, in a statement, announced the launch of WhatsApp Channels, describing them as a private way to follow people and organizations within the platform. The initial rollout of Channels is taking place in Singapore and Colombia, with early adopters including organizations like the Singapore Heart Foundation and fact-checker Colombia Check. Prominent international partners such as the International Rescue Committee (IRC), the World Health Organization (WHO), and renowned sports teams like FC Barcelona and Manchester City have also joined the initiative.
Meta intends to expand the availability of Channels to more countries in the coming months, with the ultimate goal of enabling any user to establish their own channel. The company assures users that messages sent through Channels will be automatically deleted after 30 days, and no records will be retained.
