In September, Whatsapp gave businesses verified profiles. Now, it’s taking the next step by allowing brands to connect their Facebook ads to the messenger app. Businesses can choose a Whatsapp Messenger call to action that will link directly to their Whatsapp account from a boosted organic Page post. The option will not yet be available from Facebook’s self-serve ad buying. The ads will only be shown to people on Facebook who have Whatsapp installed.

How will Whatsapp be different from linking to Facebook’s Messenger? It really depends on the users. Whatsapp has a more international user base, which will hopefully attract more people who are willing to use a messenger app to communicate with businesses. Messenger has struggled to get people in the U.S. to use chatbots but has been more useful for customer service-related communications. While Whatsapp might also be used for customer service communication, its global presence might make a difference in supporting ongoing conversation between businesses and customers that will provide more utility to the customer.