Facebook Targets Paginas Amarillas: Never Enough, Zuck?

October 14, 2021

Facebook is working to make one of its properties more profitable. The Next Web reports, “WhatsApp Reinvents the ‘Yellow Pages’ and Proves there Are No New Ideas.” The company will test out a new business directory feature in San Paulo, Brazil, where local users will be able to search for “businesses nearby” through the app. Writer Ivan Mehta reports:

“For years, Facebook and Instagram have been trying to connect you to businesses and make your shop through their platforms. While the WhatsApp Business app has been around, you couldn’t really search for businesses using the app, unless you’ve interacted with them previously. WhatsApp already offers payment services in Brazil. So it makes sense for it to provide discovery services for local businesses, so you can shop for goods in person, and pay through the platform. The chat app doesn’t have any ads, unlike Facebook and Instagram, so business interactions and transactions are one of the biggest ways for Facebook to earn some moolah out of it. In June, the company integrated its Shops feature in WhatsApp. So, we can expect more business-facing features in near future.”

India and Indonesia are likely next on the list for the project, according to Facebook’s Matt Idema. We are assured the company will track neither users’ locations nor the businesses they search for. Have we heard similar promises before?

Cynthia Murrell, October 14, 2021

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