WhatsApp to Introduce Rival Payment Options, Expand Commerce Features in India
WhatsApp announced plans on Wednesday to integrate credit card payments and services from competing digital payment providers within its app in India, marking a significant move to enhance its commerce offerings in its largest market under Meta’s ownership.
Despite WhatsApp’s expansive user base of over 500 million in India, regulatory restrictions have limited its in-app WhatsApp Pay service to just 100 million users. Previously, users shopping on WhatsApp could only utilize services like Google Pay, Paytm, and PhonePe by exiting the app.
Meta revealed in a blog post that users will now be able to directly access payments via these rival services and others leveraging India’s UPI system within WhatsApp. Additionally, new in-app options for credit and debit cards will be introduced.
This development supports Meta CEO Mark Zuckerberg’s strategy to elevate business messaging as a crucial growth driver, particularly as Meta faces challenges in its core advertising business and metaverse initiatives.
While the cap remains on WhatsApp Pay users in India, businesses on WhatsApp using alternative payment methods will not face such restrictions, according to a Meta spokesperson. The move is anticipated to capitalize on India’s robust UPI system, which sees approximately 300 million users transacting around $180 billion monthly.
Until now, WhatsApp’s commerce initiatives in India were limited to pilot programs with entities like JioMart and metro systems in Chennai and Bengaluru. The expanded payment tools will now be available to all businesses using WhatsApp’s business platform in India, primarily catering to larger enterprises.
Meta also disclosed plans to globally roll out its Meta Verified subscription program for businesses, enabling them to authenticate their identities and enhance their visibility on platforms like Instagram and Facebook. Initial monthly subscription costs will start at $21.99 per Facebook page or Instagram account, or $34.99 for both, with WhatsApp expected to join later.
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