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It will enable easy browsing and discovery of products.

WhatsApp has introduced a “product catalogs” option which will enable brands to better showcase their products via the WhatsApp Business app. Through this featurea, brands will be able to provide additional product information, along with product images.

According to WhatsApp, businesses had to manually send photos and provide information repeatedly. Now, customers can view the product catalog of a business within the app itself. This not only enhances a brand’s professional appeal, but also keeps customers engaged in the chat without visiting a website.

A key to facilitating on-platform transactions and improving brand discovery will be WhatsApp Pay. The messaging app’s new catalog feature is now available in the UK, the US, Brazil, Germany, India, Indonesia and Mexico, and will soon rollout to other countries.

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