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WhatsApp’s super app ambitions are starting to come true in India

Three screenshots showing a JioMart integration in WhatsApp
You can now buy bananas without ever leaving WhatsApp. | Image: WhatsApp

WhatsApp users in India can now do their grocery shopping without ever leaving their messaging app. Meta announced a new integration with JioMart today, through which users can text “Hi” to a certain number and be taken to an in-app shopping experience. The shopping experience looks fairly familiar, akin to what Instacart and other delivery services have been designing for years. But here, there’s no other app. And for WhatsApp, that’s a big deal.

Meta is convinced that business messaging is a big part of how WhatsApp will make money going forward. (Well, that and ads, but the ads thing is causing WhatsApp some trouble.) “Business messaging is an area with real momentum and chat-based experiences like this will be the go-to way people...

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