Summary
The in-app browser (IAB) lets customers open links in WhatsApp without leaving the app. This means when a link is shared in certain template messages, it opens right inside WhatsApp instead of switching to phone’s default browser. This article explains how it works, who can use it, and what to expect.
Instructions
What is the in-app browser (IAB)?
The in-app browser is a experience that allows customers to view links from specific WhatsApp messages without leaving the app. It provides a smoother, more integrated experience, especially for marketing or utility messages that include links.
Key details
Here’s what you need to know before using IAB:
Eligibility: Available for businesses with a daily messaging limit of 1,000 or more business-initiated conversations per phone number.
Where it works: Only applies to links included in the Call-to-Action (CTA) button of a marketing or utility template message.
Where it doesn’t work: Links shared in free-form messages or replies won’t open in IAB. They’ll continue to open in the phone’s default browser.
Payments supported: Payment links can be opened directly through IAB.
Availability: The feature is globally available in all countries where paid messaging is supported. No setup or technical integration is required.
Frequently Asked Questions (FAQs)
1. What is launching?
Meta is rolling out the In-app Browser (IAB) experience for WhatsApp. This feature allows people to open certain links from businesses directly inside WhatsApp, without leaving the app. It creates a smoother and more secure browsing experience, helping businesses reduce drop-offs caused by switching between apps.
All businesses with a daily messaging limit of at least 1,000 business-initiated conversations per phone number are automatically enabled for this feature. You can now send templated marketing and utility messages, as well as interactive messages, with links that open directly within WhatsApp.
No additional setup or integration is required.
2. Will this experience be available for links in the message body, not just the CTA button?
Currently, the in-app browser works only for links included in the Call-to-Action (CTA) button of templated marketing or utility messages. It will soon be supported for all interactive messages as well.
Meta is also working on enabling IAB for links placed in the message body of templated messages and plans to share updates on this in early Q1.
3. Are payment links supported?
Yes. Payment links included in the CTA button of templated marketing or utility messages - or in interactive messages - are supported by the in-app browser experience.
4. How can I tell if a customer is using the in-app browser or an external browser like Chrome?
You can identify the source of traffic using the User Agent, which is an industry-standard text string that indicates the browser used to access your website. This helps you distinguish between visitors coming from the in-app browser and those using third-party browsers such as Chrome.
5. Does the in-app browser support deep linking to native apps?
Yes. If a customer has your native app installed, they can be redirected directly to the app instead of opening your website in the browser.
6. Does the in-app browser allow camera access?
Yes. The in-app browser supports camera permissions, enabling use cases such as augmented reality (AR) experiences - for example, virtual try-ons for makeup or other products.
7. How can customers return to the WhatsApp chat after viewing a link?
Customers can return to their WhatsApp chat by tapping the “X” button at the top left corner of the screen. This will close the in-app browser and take them back to their conversation.
If they want to continue where they left off, they can tap the same Call-to-Action (CTA) button again to reopen the previous session.
8. Is the in-app browser available globally?
Yes. The in-app browser experience is available worldwide in all regions where paid messaging on the WhatsApp Business Platform is supported.