Google Limits Meta’s Use of its Gemini AI Models, FT Reports

Messaging applications are evolving beyond mere communication tools to become comprehensive digital service gateways in Saudi Arabia, according to Fares Akkad, Meta's regional director for the Middle East and Africa. He highlighted that the kingdom's high internet penetration rate of 99% and the daily use of WhatsApp by nine in 10 adults provide a ready-made platform for delivering a wide array of services.

“

It is evolving from a communication tool into a space where the full journey happens, from finding and using a service to resolving a problem, all within one conversation

These services, integrated within a single interface, range from initial inquiries and service requests to problem resolution and follow-ups. Akkad emphasized that this evolution reflects a clear shift in user expectations, with people now anticipating immediate, personal, and continuous interaction. This contrasts with the friction often experienced with legacy systems, call centers, and separate apps where context is lost during transitions.

“

Legacy systems that rely on one-way messages, call centers with long waiting times and separate channels where context is lost at every transition create friction felt by both sides

A report by BCG indicates that 84% of Saudi institutions plan to invest in rich messaging technologies over the next five years, signaling a move ahead of traditional channels like SMS and email. Rich messaging allows for interactive, two-way communication, enabling users to complete procedures within a single conversation without losing context. This trend is global, with 72% of internet-connected adults worldwide preferring messaging for company communication and 79% contacting businesses via messages at least weekly.

“

This reflects a structural change in how services are delivered and how interaction is designed across companies, ministries and national platforms

The core change involves using messaging as a primary service channel rather than just for sending notifications. Organizations can now facilitate actions directly within a conversation, fundamentally altering how services are designed and accessed. Akkad noted that this structural change simplifies access, especially for government services, by reducing the need to learn new portals or navigate multiple systems, thereby lowering barriers for users familiar with existing messaging apps.

“

reduce the learning curve and lower barriers to access