Business trends
Google expands Demand Gen, WhatsApp strengthens security, and ChatGPT Business adds Premium seats
This week brings new ways to capture conversations, protect a sales channel, and allocate AI capacity. The useful question is which process each change improves.
Reviewed by David Salazar · Editorial policy
Google is testing conversations from YouTube ads to messaging apps
Google announced new Demand Gen capabilities, including tests that let a viewer start a conversation with a brand in a messaging app directly from a YouTube ad. It also made a workflow for creating horizontal and vertical video assets in Asset Studio generally available.
- Before testing the format, define who receives the conversation and the expected response time.
- Preserve the lead source so a new conversation is not mistaken for a sale.
- Do not raise the budget until lead quality, follow-up, and conversion are verified.
WhatsApp is strengthening account protection
Meta reported that WhatsApp two-step verification is moving from a six-digit PIN to a longer password that can include letters, numbers, and special characters. On Android, calls from unknown contacts will show more context, and an account can register more than one passkey.
- If WhatsApp receives sales conversations, enable the available protections and document account recovery.
- Avoid making one phone or one person the channel's only point of access.
- Treat security and continuity as part of the process, not only a technical setting.
ChatGPT Business can mix Standard and Premium seats
OpenAI announced that Premium seats are now available for ChatGPT Business. They include five times more usage than Standard and remove the five-hour usage limit. Published pricing is $125 per user per month or $100 with annual billing, and an organization can mix both seat types.
- Reserve Premium for people whose intensive, repeatable work genuinely exhausts Standard.
- Define which deliverables justify the added cost before expanding licenses.
- Review usage and reassign seats instead of upgrading the whole workspace by default.
Turn the idea into a process your team can execute.
Evaluate which change improves your process