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PRD: [Monetization features of whatsapp]

JEEVAN JAI

Project:

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EDIT INFO

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Team:

@Collaboration

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Contributors:

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TL;DR:

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Status:

@Planning

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Shipping:

Sep 30, 2024

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Problem Alignment

The Problem

WhatsApp currently lacks direct monetization features, which limits its revenue-generating potential despite its massive user base. To sustain and grow its services, WhatsApp needs to introduce monetization strategies that provide value to users and businesses while generating revenue.

High-level Approach

We will explore multiple revenue streams by enhancing WhatsApp's features to cater to both user and business needs. The focus will be on introducing value-added services while maintaining WhatsApp's core identity as a reliable and private messaging platform.

Goals & Success

Goal: Increase WhatsApp revenue without harming user experience.

Success Metrics:

Revenue: ARPU, monetization rate, revenue growth.

Users: Acquisition, retention, engagement, satisfaction.

Platform: Feature adoption, business adoption, stability.

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Solution Alignment

Here are five potential revenue streams for WhatsApp:

Feature 1: In-App Purchases for Custom Stickers and Themes

Users desire more personalized ways to express themselves and customize their WhatsApp experience. Currently, the customization options are limited, leading to reduced user engagement and satisfaction. Solution:

Introduce a marketplace within WhatsApp where users can purchase custom stickers and themes. This will enhance personalization, increase user engagement, and generate revenue through in-app purchases.

User Flows:

User navigates to the "Store" tab in WhatsApp.

User browses available stickers and themes.

User selects a sticker pack or theme.

User completes the purchase using integrated payment methods.

Purchased stickers and themes are automatically added to the user's account for immediate use.

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Key Success Metrics:

Number of sticker and theme purchases

Increase in user engagement and daily active users

User satisfaction and feedback

Revenue generated from in-app purchases

Key Dependencies:

Integration with secure payment gateways

Partnerships with content creators for stickers and themes

Development of the in-app store and user interface

Legal and compliance considerations for in-app purchases

Feature 2: AI-Powered Customer Support Chatbots

Businesses using WhatsApp for customer support face challenges in managing high volumes of inquiries efficiently and providing timely responses, leading to decreased customer satisfaction. Solution:

Implement AI-powered customer support chatbots that can handle common customer inquiries and issues 24/7, reducing response times and improving overall customer satisfaction.

User Flows:

Business sets up the AI chatbot through the WhatsApp Business app.

Customer sends a message to the business’s WhatsApp number.

AI chatbot analyzes the message and responds with relevant information or actions.

If the inquiry is complex, the chatbot escalates it to a human representative.

Business monitors chatbot performance and customer feedback through analytics.

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Key Success Metrics:

Reduction in average response time to customer inquiries

Increase in customer satisfaction ratings

Volume of inquiries handled by the chatbot

Reduction in the workload of human customer support agents

Engagement rate with the AI chatbot

Key Dependencies:

Integration with AI and natural language processing (NLP) technologies

Training data for the AI to understand and respond to common inquiries

Development of the chatbot interface and management tools

Ensuring data privacy and compliance with regulations

Feature 3: Sponsored Content and Ads

Users are exposed to irrelevant ads and sponsored content. This leads to a negative user experience and decreased engagement with the platform.

Solution:

Implement targeted sponsored content and ads based on user preferences to enhance relevance and user experience.

User Flows:

Users set their content preferences through a profile settings page.

Ads relevant to user preferences are displayed alongside organic content.

Users can provide feedback on ads to improve relevance and quality.

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Key Success Metrics:

Click-through rates (CTR) on sponsored content.

User satisfaction ratings related to ad relevance.

Increase in overall user engagement metrics.

Frequency of content updates.

Revenue generated from sponsored content.

Key Dependencies:

Integration with user data analytics.

Compliance with data privacy regulations.

Collaboration with ad partners for content delivery.

Development of user preference settings interface.

Scalability of content management system.

Feature 4: Virtual Events and Webinars

Businesses struggle to efficiently host engaging virtual events and webinars due to technical complexities and lack of user interaction.

Solution:

Implement a robust virtual events and webinars platform that enhances attendee engagement through interactive features and seamless user experience.

User Flows:

Users browse upcoming events and webinars, register, and receive confirmation via email.

Attendees join events through a personalized link, interact with speakers via live Q&A and polls, and network with other participants.

Organizers manage event logistics, including scheduling, attendee management, and post-event analytics.

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Key Success Metrics:

Increase in attendee registration and participation rates.

Higher engagement levels during events measured by interactions like Q&A and polls.

Positive feedback ratings from attendees on event experience.

Growth in repeat attendees and referrals from satisfied participants.

Decrease in technical issues and seamless platform performance during events.

Key Dependencies:

Integration with reliable streaming and video conferencing technologies.

Development of interactive features like live Q&A, polls, and networking tools.

Scalable infrastructure to handle varying event sizes and attendee numbers.

Implementation of robust security measures to protect attendee data and event content.

Compliance with data privacy regulations and industry standards.

Feature 5: Multiplayer Games

Users lack access to a diverse range of simple multiplayer games that are both creative and enjoyable, impacting engagement and user retention.

Solution:

Implement a games section offering multiple creative and enjoyable multiplayer games to enhance user interaction and satisfaction.

User Flows:

Users browse and select multiplayer games from a curated selection.

Players invite friends or join random matches for multiplayer gaming sessions.

Game sessions include features like chat, leaderboards, and in-game rewards for enhanced engagement.

Players provide feedback and ratings to improve game quality and selection.

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Key Success Metrics:

Increase in daily active users (DAU) and session lengths within the games section.

Growth in multiplayer game downloads and installations.

Positive user feedback ratings and reviews on gameplay experience.

Number of active multiplayer game sessions per day.

Revenue generated through in-game purchases and advertisements.

Key Dependencies:

Development of multiplayer game mechanics and integration with gaming servers.

Design and implementation of user-friendly game interfaces and controls.

Integration with social features like friend invites, chat functionalities, and leaderboards.

Compliance with gaming industry regulations and standards for fair play and data protection.

Collaboration with game developers for continuous updates and new game releases.

Launch Readiness

Key Milestones

Launch readiness schedule for multiple app features including internal testing, beta phases, and public launch on September 30, 2024.

Feature

Date

Milestone

Audience

Description

In-App Purchases for Custom Stickers and Themes

Fri, Jul 12

Dogfood 🐶

Internal employees only

Testing internally

Tue, Jul 30

Beta 👥

Early cohort of 100 customers

Getting user feedback

Sat, Aug 10

Launch! 🚀

Gradual ramp over the day to 100% of all users

It's the big day!

AI-Powered Customer Support Chatbots

Tue, Jul 23

Dogfood 🐶

Internal employees only

Testing internally

Thu, Aug 1

Beta 👥

Early cohort of 100 customers

Getting user feedback

Mon, Aug 12

Launch! 🚀

Gradual ramp over the day to 100% of all users

It's the big day!

Launch Checklist

Make sure you answer all of the questions below and involve necessary stakeholders.

Features

Area

Question

Answer

Instructions if "Yes” (or unsure)

In-App Purchases for Custom Stickers and Themes

Will this feature require new support processes, like saved replies?

Talk to the Support team.

Have you implemented sufficient tracking in order to measure success, risks and impact on user behavior for the new feature?

Involve your data counterpart to make sure feature is well instrumented.

Are we running a Beta for this?

Talk to the PMM team.

Are you introducing new functionality that we’d want to add to our Web or Plugin APIs?

The general expectation is that the feature team builds these capabilities into these APIs. Talk to the Platform team if you have questions.

Are you introducing new data models, or exposing new API end points? Or are you changing anything to do with Authentication, Sign in, or Sign up? Is data flowing to a new vendor or outside of Figma prod ?

Talk with the Security team.

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Features

Area

Question

Answer

Instructions if "Yes” (or unsure)

AI-Powered Customer Support Chatbots

Will this feature require new support processes (e.g., saved replies)?

Talk to the Support team.

Could this impact Growth numbers? (E.g., impact to response times)

Let the Growth team know. Consider running this as an A/B if you haven’t already.

Are we running a Beta for this?

Talk to the PMM team.

Do we need an onboarding experience for users interacting with the chatbots?

Talk with the Security team.

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Features

Area

Question

Answer

Instructions if "Yes” (or unsure)

Suggestions

Considering all the features, here are some suggestions to keep in mind:

Integration and Compatibility: Ensure each feature integrates smoothly with existing systems and platforms, such as APIs, plugins, and data management tools. This reduces the risk of disruptions and ensures a seamless user experience.

User Experience (UX) Optimization: Focus on optimizing the user journey for each feature. This includes intuitive design, clear onboarding processes, and responsive support channels to enhance user satisfaction and engagement.

Data-Driven Decision Making: Implement robust tracking and analytics for each feature to measure performance metrics effectively. Use these insights to iterate and improve features continuously based on user behavior and feedback.

Security and Compliance: Prioritize data privacy and security across all features. Ensure compliance with relevant regulations (e.g., GDPR, CCPA) and maintain transparency in data handling practices to build trust with users and stakeholders.

Scalability and Future-Proofing: Design features with scalability in mind to accommodate future growth and evolving user needs. Plan for scalability through flexible architecture, efficient resource management, and strategic roadmaps for future enhancements.

By focusing on these points, we can enhance the implementation, usability, and success of each feature while mitigating risks and maximizing their impact on user satisfaction and business outcomes.

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