The rapid expansion of the digital economy has opened up newer opportunities for businesses to directly connect with their customers through multiple channels like voice, text, and video, but the challenge for a business is to ensure the customer remains with them.
Delivering a masterclass on the topic 'Beyond the click: Building conversations that convert' at TechSparks 2025, the flagship event of YourStory, Rohant Shyam Rammohan, Lead, Partnerships, Business Messaging – India, Meta, said the company’s goal is to make the transition from product discovery to purchase seamless and frictionless.
Today, Meta has three key digital platforms: Facebook, Instagram, and WhatsApp that bring about the connection between businesses and customers. The technology evolution has been such that despite the uniqueness of each platform, there can be connections between the three platforms.
According to Rammohan, the internet base of around 800-900 million has given Meta the platform to serve the next generation of consumers on how they will discover and buy products online. He remarked that with video emerging as one of the biggest drivers of internet consumption, a user’s journey is increasingly moving from video content to conversational commerce, powered by creators, live shopping, and short-form video.
Messaging has also become a key enabler for building that connect with the customers. Rammohan said users prefer speaking to businesses the same way they chat with friends and family, and the ability to share images, videos, and locations enhances that comfort. This has actually resulted in reducing drop-offs and increasing conversions.
For Meta, since the opening of WhatsApp for Business in 2019, it has seen over 600 million users in India interacting with businesses on WhatsApp, making it one of the world’s largest conversational commerce markets. The company has also recorded the highest global adoption of Meta AI, its “blue bot” integrated across its apps for business interactions.
The Meta executive said through the various initiatives undertaken by the company to strengthen the connection between businesses and consumers, companies report improved customer satisfaction (CSAT) scores, lower servicing costs compared to call centres, and stronger returns on click-to-messaging ad campaigns.
Meta has introduced tools such as WhatsApp Flows, in-app Web Views, and native payments to support lead qualification, data collection, product exploration, and checkout—all within WhatsApp.
Meta also urged businesses to adopt its Conversions API to feed purchase and lead-quality data back to the company, enabling better campaign optimisation. Recent product upgrades include lead and purchase optimisation for WhatsApp and Instagram messaging campaigns.
In a major expansion, Meta has started rolling out ads within WhatsApp's Updates tab, giving brands access to users who may not be active on Facebook or Instagram but spend significant time on WhatsApp.
Rammohan said as video consumption surges and digital-first behaviours solidify messaging will sit at the centre of India’s next wave of online commerce.
Edited by Megha Reddy
Original Article
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