Businesses can now slide into WhatsApp DMs with promos. Meta’s latest update lets brands send paid promotional messages to users who’ve interacted with them before, giving businesses a new way to reach potential customers directly. Users can opt out of the feature, but it’s a move that could land well with Gen Z and Millennials. YPulse predicted last year that WhatsApp was on its way to becoming a real social media platform, and this recent push makes it even more personal for connecting socially with brands. If brands can keep things casual and authentic with these gens, their DMs could feel more like a friend with a good rec than a hard sell, too—and YPulse data shows 90% of young consumers like when brands show personality. (Social Media Today)
🔍 YPulse predicted: WhatsApp will become a (real) social media platform, engaging young consumers more than ever
