It's been rumored for some time that WhatsApp plans to become a true superapp—an app with countless features and purposes completely adaptable to users' wants and needs. Well, this may be closer than we think!
WhatsApp is testing a new feature that allows you to open external links within the app itself, without having to switch to your smartphone's browser. The new feature was spotted in the beta test version, versions 25.14.10.72 (iOS) and 2.25.14.10 (Android). The experience is similar to what we see on Instagram and X: when you click a link, you remain within WhatsApp, with an "internal tab" that loads the external content.
Immediate benefits
An innocent-looking change, it holds enormous potential and offers benefits highly sought after by those in the know. The new feature provides smoother flow and prevents headaches such as:
- Less friction in navigation: the user does not need to constantly switch applications, reducing the risk of distractions or closing the link by mistake;
- Faster access to content: ideal for those who receive news, videos, articles or promotional pages via WhatsApp;
- More control for companies: blocking, loading and link behavior are standardized and within the secure WhatsApp environment.
Main advantages for companies
Highest retention rate
By allowing users to open links without leaving the app, engagement time tends to increase. This means a greater chance of reading content, viewing promotional materials, and interacting with offers—all without leaving the chat.
READ ALSO: “Best Practices for Using the WhatsApp Business API”
More efficient conversational flow
Imagine promoting a product via messaging and allowing the customer to explore the sales page right there—without interruption or interference from another app or browser?! Internal navigation creates smoother experiences and increases conversion, as the customer doesn't need to manually return to the conversation to complete the contact.
Customization opportunities
Integration with “Click to WhatsApp” ads
Businesses that use Facebook and Instagram ads targeting WhatsApp should benefit directly from this new feature. Users arrive at the chat, receive a link for more information, and can access it right there—without leaving the conversation.
Secure and standardized browser
Opening links within WhatsApp reduces risks related to insecure or misconfigured browsers. Businesses can ensure their pages display correctly, reducing user frustration.
Challenges and points to keep an eye on
Compatibility and performance
It's important to note that this feature is still in beta testing for some WhatsApp partner companies. Since it's still in beta testing, and until fully implemented, some links or loading times may be slower or inconsistent during the implementation period. Adoption is expected to be gradual and requires constant monitoring of user feedback.
Security measures
Although internal navigation is safer, companies must continue to adopt best practices: reliable URLs, use of HTTPS, and secure content. After all, user security remains a priority both inside and outside the app.
Conclusion
WhatsApp's investment in an internal browser is strategic: it reduces friction, increases engagement, and strengthens conversational flows for businesses. When combined with effective campaigns, this functionality tends to generate better results, from visits to direct conversions.
Connecting with Matrix Go solutions
Those who use Matrix Go's AI and automation solutions can benefit even more from this update. The integration of chatbots, CRMs, and automation with the new internal browser enhances customer service (such as immediate recommendations or quick registration), reducing operational costs. Contact us at 0800 604 555 and discover how to take your WhatsApp conversations to the next level — with fluidity, security, and performance.
