In April, Apple (NASDAQ: AAPL) introduced a new privacy feature meant to limit the collection of user data on Apple devices. Apps would now have to ask for user permission before collecting data. This meant apps like Facebook (NASDAQ: FB) would no longer have automatic access to the information they use to create detailed user profiles for advertisers.
Indeed, studies have shown that most users opt-out of tracking, something which Facebook says will primarily hurt small business owners. Now, the social media company is striking back by introducing new features allowing businesses to "connect with their customers and simplify day-to-day management."
"In this new era, people will want to easily discover products and services, get support and ask questions right from chat, and conduct transactions, all while having more control over their personal information," Facebook wrote in its announcement.
"We're introducing new ways to improve business results with business communications, new tools like Work Accounts, as well as supporting businesses with new cost savings and discovery experiences," the company continued.
The new capabilities for businesses include more flexibility in connecting with potential customers: businesses can now mark all of the Facebook-chat apps they appear on, and Facebook will recommend the one most likely to succeed in each case.
This means, for instance, that an Instagram user might be asked if they want to message a business on Facebook Messenger or WhatsApp. This new feature is expected to especially help businesses who have shops on Instagram but who use other apps for messaging.
Facebook's decision to tie its apps together even more tightly might be a little premature: regulators around the globe have filed multiple antitrust investigations and suits against the company due to its size and market power. Now, Facebook is making its network of products even more tightly connected, only worsening its position if regulators force it to break up its business.
Another, separate addition to Facebook's business tools will allow WhatsApp users to find shops and services using an in-app business directory. Facebook is also updating its Facebook Business Suite to give businesses more ways to use their email and File Manager.
Business owners will also now be able to access Facebook's business products from their personal Facebook accounts, though this feature is still in the testing phase. If the project moves forward, Facebook expects to make these "Work Accounts" available more broadly in 2022.