Meta, which owns Facebook, Instagram, and WhatsApp, recently invested in Take App, a Singaporean startup founded by Youmin Kim, a former Facebook engineer, that facilitates online orders with a shopping cart.

“Our unique selling point is that we let merchants keep direct WhatsApp conversations with customers,” Kim told TechCrunch. “Merchants love the idea that they receive notifications and order details directly in WhatsApp — no other app or login is required.”

While restaurants are the primary focus of the Take App service, the company also works with bakeries, grocery stores, and beauty salons, reported TechCrunch.

Furthermore, Take App intends to assist businesses in driving repeat business by maintaining a database, with support for creating and sending newsletters (similar to a “Mailchimp for WhatsApp”) that include special offers or relevant company updates, according to the report.

Take App follows in the footsteps of similar startups, such as Charles, based in Germany.


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