New Delhi, June 27 (IANS) More than 92 per cent of businesses using Meta’s platforms in India are micro, small and medium enterprises (MSMEs), the US-based technology giant firm said on Saturday, highlighting the growing role of artificial intelligence (AI) and messaging tools in helping small businesses expand their reach and drive growth.

On the occasion of World MSME Day, Meta brought together nearly 350 entrepreneurs from across Northeast India at an event to showcase how digital technologies are enabling local businesses to build brands, reach new customers and scale beyond regional markets.

According to the company, entrepreneurs are increasingly using Facebook, Instagram and WhatsApp to find customers, build brands and grow revenues, often with limited resources and small teams.

Meta further noted that AI-powered solutions such as its Advantage+ suite and generative AI creative tools are helping businesses automate campaign creation, improve marketing performance and develop creative assets more efficiently, making advanced advertising capabilities accessible to businesses of all sizes.

In addition, the company highlighted the growing role of WhatsApp as a business platform, saying more than 2 lakh small businesses in India use Click-to-WhatsApp advertisements every month to connect with customers, generate leads and drive sales.

It added that features such as product catalogues, quick replies, labels and customised messaging are helping businesses provide faster and more personalised customer experiences while improving operational efficiency.

Citing a Meta-commissioned Ipsos study, the company said 97 per cent of surveyed users watch videos on Meta platforms daily, while 73 per cent of surveyed rural users discover new products and brands through its platforms.

Additionally, the report found that Meta platforms influence product discovery for 81 per cent of users and purchase decisions for 47 per cent of users, underscoring the growing importance of digital platforms in India’s consumer economy.

The tech company remains committed to helping businesses of every size adopt digital tools and AI technologies as India’s digital economy continues to evolve, it said.

–IANS

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