WhatsApp has unveiled a new feature allowing businesses to send authentication and login codes to users in India via its API, effective from July 1. This move marks a significant milestone for the platform in its largest market.
Meta, WhatsApp’s parent company, initially rolled out this functionality in select geographies last year, with Malaysia joining in June. Now, India joins the ranks, amplifying the potential for seamless user authentication through WhatsApp.
In a notable development last month, WhatsApp introduced an international authentication rate for cross-border activities, including sending login codes.
“As highlighted at our ‘Conversations’ event last month, our goal is to enable people and businesses to accomplish more on WhatsApp. This includes receiving one-time passwords to swiftly sign in,” a Meta spokesperson shared with TechCrunch. “Simplifying account verification through users’ preferred app is key to making WhatsApp the premier platform for business transactions.”
Activating India as a market is monumental. Telecom networks in India reportedly transmit over 1 billion one-time passwords (OTPs) daily. With over 500 million users, India is WhatsApp’s largest market, presenting a vast opportunity to channel some of these authentication messages through its platform, generating revenue for the company.
Since last year, WhatsApp has been overhauling its messaging fees for businesses. Authentication messages not only provide a fresh revenue stream but also encourage users to engage more frequently with the app. Additionally, WhatsApp recently launched AI-powered features aimed at helping merchants design ads and provide customer support through the WhatsApp Business app.
By enabling businesses to send authentication codes via WhatsApp, the platform is poised to become an even more integral part of daily digital interactions in India.
