WhatsApp has unveiled a new feature called “Channels” which allows select organisations to broadcast to followers on the app.
Meta described Channels as “a simple, reliable, and private way to receive important updates from people and organisations, right within WhatsApp. It is also described as a one-way broadcast tool that lets account administrators send text, photos, videos, stickers, and polls.”
A video shared by Meta showed the potential for Channels to keep people up to date on race results, soccer match outcomes, weather, and traffic, and even share cooking or home repair tips.
In a post, Meta said, “We think the time is finally right to introduce a simple, reliable, and private broadcast tool.” WhatsApp’s priority will continue to be private messaging, but that users have been asking for a feature like Channels for years.
Meta said it is exploring the option of making encrypted channels available for groups such as nonprofits or health organizations where that level of security might be needed.
“To help you select channels to follow, we’re building a searchable directory where you can find your hobbies, sports teams, updates from local officials, and more,” WhatsApp said in a blog post.
Global launch partners include the International Rescue Committee and the World Health Organization, as well as the FC Barcelona and Manchester City football clubs, according to Meta.
The Silicon Valley tech titan said it planned to gradually expand the availability of Channels in the months ahead.