WhatsApp has started to give business accounts the ability to become ‘Verified’ if they verify their contact details. The new feature is only available to a small number of businesses that are part of the pilot program. There is no word yet on when this will be rolled out for the rest of the world.

So what does a Verified account mean for businesses? Well, first of all, verified accounts will be marked so that you know you can trust you are talking to the right people.

Secondly, as part of the change, WhatsApp is now going to mark all conversations with businesses with a yellow text bubble in the chat. For verified businesses, the users will not be able to delete any messages or conversations they have had with the business.

This is an important update and it will be interesting to see if it encourages more brands to make the leap to marketing on WhatsApp.