Whatsapp has introduced a new feature known as ‘Channels’ that will allow hand-picked organisations to broadcast to followers on the popular Meta-owned messaging service.
This innovation is coming from Whatsapp at a time some agencies and organisations are becoming disillusioned with Elon Musk-owned Twitter, because of fees, performance problems and dramatically scaled-back content moderation.
According to Meta, Channels is simple and reliable, adding that it is a private way to receive important updates from people and organisations, right within Whatsapp.
Meta in a shared video, showed Channels’ potential to keep people up-to-date on race results, soccer match outcomes, weather, traffic as well as cooking or home repair tips.
Meta noted in a post that: “we think the time is finally right to introduce a simple, reliable and private broadcast too.”
Meta said that people had been asking for a feature like Channels for years, assuring however that Whatsapp would continue to prioritise private messaging.
Whatsapp is unique because of encryption that protects against snooping.
Over two billion people globally are using Whatsapp, according to the platform.
Meta revealed that it was exploring the option of making encrypted Channels available for nonprofits or health organisations that might require such level of security.
Channels had been described as a one-way broadcast tool that would allow account administrators to send texts, photos, videos, stickers and polls.
According to Meta, Global launch partners are the International Rescue Committee, the World Health Organisation, the FC Barcelona and Manchester City football clubs.
Meta’ also disclosed plans to increase the availability of Channels in the coming months.