On Thursday, WhatsApp initiated a trial of a new feature known as “Channels,” allowing select organizations to broadcast updates to their followers on the widely used messaging platform owned by Meta.
This launch coincides with a growing dissatisfaction among various agencies and organizations towards Twitter, which is under Elon Musk’s ownership, due to issues involving fees, performance difficulties, and a significant reduction in content moderation.
Meta outlined Channels as “a simple, reliable, and private way to receive important updates from people and organizations, right within WhatsApp.”
A promotional video released by Meta highlighted the potential uses of Channels for providing updates on race results, soccer match scores, weather conditions, traffic alerts, and even sharing tips related to cooking or home maintenance.
“We believe the time is finally right to introduce a simple, reliable, and private broadcast tool,” Meta expressed in a statement.
The company emphasized that while WhatsApp will maintain its focus on private messaging, users have been requesting a feature like Channels for several years.
Known for its robust encryption, WhatsApp offers protection against unauthorized access.
Over two billion users globally rely on WhatsApp for communication, according to the platform’s data.
Meta is investigating the possibility of offering encrypted channels for specific groups, such as non-profits or health organizations, where enhanced security is critical.
The Channels feature functions as a one-way broadcast tool, enabling account administrators to send messages, photos, videos, stickers, and polls to their followers.
Among the initial global launch partners are the International Rescue Committee, the World Health Organization, and renowned football clubs like FC Barcelona and Manchester City, as reported by Meta.
The tech giant from Silicon Valley indicated plans for a gradual rollout of Channels in the forthcoming months.
