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WhatsApp Communities will be hubs for related subgroups, offering a new way to connect and manage communities on the platform.

📣 We're excited to announce a new feature rolling out later this year called Communities! With Communities, you'll be able to bring related groups together in a way that helps you organize meaningful connections easily and privately. pic.twitter.com/eatAZQCmc3

— WhatsApp (@WhatsApp) April 14, 2022

With Communities, the Meta-owned messaging app’s vision is to create a niche offering somewhere between typical chat/email and social media:

“These groups need private ways of communicating that are distinct from social media but provide more tools to facilitate real-time conversations than e-mail or broadcast only channels.””

— WhatsApp

Communities will include these features:

• Group calls (up to 32 people at a time)

• File sharing

• Reactions

• Admin message curation (the ability to delete messages) and other unique safety and privacy features

• Encrypted messaging (a WhatsApp staple)

Why it Matters

It will take some time to gauge the popularity of WhatsApp Communities, but if it takes off, there could be an opportunity for a very strong form of community engagement. Brand possibilities are tricky on WhatsApp, but opportunities are growing. With that in mind, Communities could be a channel worth keeping an eye on—especially if you are operating in a hyper-local market.

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