WhatsApp knew that small & medium business (SMB) owners in India were using its business app, but struggling with its Facebook and Instagram linked advertising feature. Given how vital this segment is to WhatsApp’s userbase here, the need of the hour was to understand what it can do to optimize its advertising experience from their POV.

WhatsApp’s data analytics, fintech and engineering teams travelled from across the globe to go into field with us, for an immersive understanding of Indian SMB owners and their WhatsApp business advertising experiences. We wrapped up with a debrief brainstorm in Meta’s Mumbai HQ and a TL;DR – on optimizing this feature from the POV of Indian SMB owners, a very different breed from traditional corporate advertisers!