WhatsApp officially launches its Channels feature globally

2 min readSep 14, 20235:55 AM

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WhatsApp announced today via its official blog the launch of its new Channels feature in over 150 countries as well as the addition of thousands of new channels. WhatsApp Channels have been in the works since earlier this year as a way to give users a private outlet to receive updates from organizations, sports teams, artists, and notable figures.

Channels are different from the regular chats you are used to on WhatsApp, as they are separate and whoever you choose to follow is not visible to others, hence their focus on privacy. WhatsApp users have the option to browse through various channels and decide to track those that interest them.

Through the feedback received from those that were privy to using this feature in one of the ten countries were it was originally being tested, the company worked to add the below updates to the Channels feature just in time for the global release:

An enhanced directory that makes it easier to find channels to follow, filtered by country.
Reactions, so you can give feedback on Updates using emojis.
Editing, so admins can make changes to their Updates for up to 30 days.
Forwarding, so you can share Updates with others and they can easily find the channel.

WhatsApp also promises that more features will continue to be added as the Channels features grows and expands, and that these features will be based directly on user feedback. One of them will be the ability for anyone to create a channel, similar to the way this same feature currently works on Instagram.

The WhatsApp Channels rollout appears to be staged at the moment in the latest version of the app. Once available, Channels that you can follow can be found in the new “Updates” tab, including the official WhatsApp Channel which you can follow to stay up to date on any new additions to the app.

However, if you still don’t have the feature and don’t want to keep checking to see when it’s available for your account, you can click on the WhatsApp Channel link — or any channel link for that matter — and you should get a popup within the application with an option to be notified when it’s ready.

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What this means

WhatsApp Channels' global launch represents a significant competitive move in customer engagement, pressuring retailers to adapt their digital strategies. This feature offers a direct, private communication conduit, a capability that platforms like Panpuri and Tiffany & Co. Are already using through physical expansion in Asia. While rivals in Southeast Asia like Chagee Holdings and new market entrants such as Chipotle in South Korea rely on traditional or partner-led growth, WhatsApp's update provides a scalable, digital-first alternative. The key risk lies in effective content creation and audience acquisition, as the success hinges on users actively opting in. Brands must now strategize for this new channel's integration to prevent being outmanoeuvred. Monitor the uptake and content strategies of early adopter retail brands.

Maria Santos · Retail News Asia newsroom

Questions & Answers

What is the main purpose of WhatsApp Channels for users?

WhatsApp Channels offer a private way for users to receive updates. They allow individuals to get information from organisations, sports teams, artists, and public figures without their identity being visible to others.

Which new functionalities were added to Channels before the global launch?

Updates include an improved directory for easier channel discovery, emoji reactions for feedback, and the ability for admins to edit updates for 30 days. Users can also forward updates to others.

How can users access the new Channels feature within the WhatsApp application?

Once available, Channels can be found in the new 'Updates' tab within the app. If the feature is not yet visible, clicking any channel link should provide a notification option for when it's ready.

Will all WhatsApp users eventually be able to create their own Channels?

Yes, WhatsApp promises that the ability for anyone to create a channel will be one of the future features added. This functionality will be similar to how it currently works on Instagram.

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