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Meta is strengthening its commitment to the Indian media agency ecosystem by leveraging emerging technologies and platforms such as Artificial Intelligence (AI), Reels, and Business Messaging to help agencies unlock new avenues for growth and future-proof their strategies.

At the recent Meta Marketing Summit – Agency Edition, held in Mumbai and Gurgaon, more than 350 senior agency professionals gathered to explore the evolving digital landscape and its implications for the future of agency-client relationships. The event emphasized Meta’s mission to empower agencies to become next-generation consultancies, capable of navigating and leading the next wave of digital disruption.

The adoption of AI and Generative AI tools is accelerating across agencies in India. These tools are streamlining creative development, enabling smarter audience targeting, and speeding up A/B testing—turning agencies into agile growth engines for the brands they represent.

“The agency ecosystem, which lies at the heart of India’s digital, brand, and advertising growth, is on the verge of a massive transformation. The evolving digital landscape—fueled by the rise of AI, short-form video formats like Reels, and Business Messaging—means that agencies of all sizes must adopt new skills to grow,” said Gaurav Jeet Singh, Director, Agency and VC Partnerships at Meta India.

He added, “Automation empowers agencies to scale more rapidly; the surge in short-form, engaging formats is reshaping the creative landscape; and messaging has revolutionized how people and brands interact. We’re working with agencies of all sizes to help them transform meaningfully and become future-ready to capture new business opportunities.”

According to Meta, one such success story is Sokrati India, which leveraged Meta’s Advantage+ Shopping Campaigns (A+SC) to drive performance across multiple accounts. Thanks to AI-powered automation and optimization, agencies are now better equipped to deliver measurable results in an increasingly competitive market.

India has emerged as the global leader in Reels creation, producing the highest volume of short-form video content each week. With the world’s largest community of Instagram creators, the market presents a unique opportunity for agencies to merge creativity with commerce.

“Reels is now a widely adopted product and a key component of the marketing strategies for nearly every brand we work with. We partnered with India Gate Basmati Rice to execute a mixed-creators strategy, working with 20+ regional creators and major celebrities to highlight its new packaging and reach a broader audience through Partnership Ads. The brand saw a 4.5-point increase in top-of-mind awareness versus the 0.9 APAC benchmark,” said Aakriti Sharma, Client Lead at Wavemaker.

This creator-driven ecosystem is prompting agencies to evolve from siloed media or creative roles into holistic brand consultants—capable of ideating, executing, and optimizing full-funnel strategies.

Messaging is quickly becoming a cornerstone of digital transformation in India. From generating leads with “Click to Message” ads to using the Conversions API for performance tracking, agencies are embracing business messaging to boost customer engagement and ROI.

“Performance media is now central to how businesses operate, with outputs increasingly tied to business outcomes. In today’s competitive environment, it’s essential for lower-funnel KPI campaigns to test, adopt, and scale emerging technologies and formats to maximize ROI,” said Iti Kaul, Head of Digital at OMD India.

Kaul continued, “Business Messaging on Meta has proven effective in delivering KPIs, such as high-quality leads at efficient costs, and has become a reliable part of our strategy for driving business results. Given WhatsApp’s widespread use across India, including in Tier-2 and Tier-3 markets, it offers a seamless platform to explore. Click-to-WhatsApp and Messenger Ads help bring engaged users from Facebook and Instagram onto WhatsApp, driving sales and other key business outcomes.”

Meta’s WhatsApp Cloud API now powers over 70,000 Indian businesses monthly—a number that continues to rise as more brands adopt conversational commerce. In response to this trend, Meta is co-developing custom solutions for agencies. A notable example is its collaboration with AdYogi to build a product performance management platform aimed at accelerating e-commerce growth through profitable catalog ads.

<a href="https://www.storyboard18.com/brand-marketing/meta-introduces-ai-powered-marketing-tools-to-help-brands-partner-with-creators-60395.htm">Read More: Meta introduces AI-powered marketing tools to help brands partner with creators</a>

<a href="https://www.storyboard18.com/brand-marketing/meta-tests-ai-generated-comment-suggestions-on-instagram-60258.htm">Read More: Meta tests AI-generated comment suggestions on Instagram</a>

Meta’s big India play: Boosting media agencies with AI, Reels, and Messaging

The National Company Law Appellate Tribunal (NCLAT) on Thursday stayed the order of Competition Commission of India (CCI) which had directed WhatsApp to not share data collected on its platforms with Meta company or its products for five years.

NCLAT noted that WhatsApp is free of cost and that a five-year year ban on WhatsApp from sharing user data with Meta may lead to collapse of the business model. NCLAT admitted the matter, after hearing the preliminary submission from both parties on January 16.

NCLAT coram of Chairperson Justice Ashok Bhushan and Technical Member Arun Baroka remarked, "Ban of 5 years may lead to the collapse of business model of WhatsApp LLC since the platform is free. We are of the view that ban of 5 years need to be stayed." 

Commenting on the development, Murugavel Janakiraman, CEO & Founder, Matrimony.com says, "The decision of the NCLAT on Meta’s appeal against the ban imposed by the CCI on WhatsApp’s data sharing policies underscores the limitations of the existing ex-post nature of the competition law and highlights the need for ex-ante regulations. Ex-ante rules restricting ‘data usage’ as proposed in the draft Digital Competition Bill can go a long way in preventing large digital platforms/gatekeepers from abusing their dominant position sometimes even to the disadvantage of the end-users."


The CCI had in November 2024 imposed a penalty of ₹213 crore on Meta for WhatsApp’s 2021 Privacy Policy. The competition regulatory body had restrained WhatsApp from sharing user data with Meta for five years. It also had directed WhatsApp and Meta to “cease and desist” all anti-competitive practices.

WhatsApp’s 2021 Privacy Policy allows for user data to be shared with group cos like Meta, Insta without “opt out” option. 

A Meta spokesperson welcomed the NCLAT’s decision and said the firm will evaluate next steps. “Our focus remains on finding a path forward that supports millions of businesses that depend on our platform for growth and innovation as well as providing high-quality experiences that people expect from WhatsApp.”

NCLAT stressed the need to decide the case at an early date, considering the nature of the issues raised in the appeal. "We grant leave to the parties to complete the necessary reading within six weeks from today. Let's list both the appeals for the hearing on 17th March at 2 pm," NCLAT while listing the matter for hearing on March 25.


NCLAT gives relief to Meta, stays CCI order of five-year ban on WhatsApp data sharing

The Information Technology Ministry has come down heavily on social media platforms for allegedly abetting crime by not responding to hoax bomb threats. Over the past several days, more than 120 flights operated by Indian airlines have received bomb threats. As recently as yesterday, 30 flights from IndiGo, Vistara, and Air India were affected in New Delhi.

In a virtual meeting led by Joint Secretary Sanket S Bhondve, representatives from airlines and social media companies, including X and Meta, were questioned about their responses to the spread of false information.

Bhondve pointed out that the platform owned by Elon Musk was "abetting crime" by allowing these threats to spread unchecked.

The Ministry of Electronics and Information Technology urged social media platforms to take proactive measures against hoax bomb threats and emphasized the need for clearer takedown actions. In response to the 80 bomb threats received by Indian airlines in just two days, the government is planning legislative measures to punish the offenders.

The government is also considering amendments to the Suppression of Unlawful Acts against Safety of Civil Aviation Act (SUASCA), 1982. These amendments would allow arrests and investigations without a court order in cases where an aircraft is still on the ground. Proposed changes to aircraft security rules aim to introduce stricter penalties for individuals issuing bomb threats.

On October 22, Indian airlines faced a surge in bomb threats, with nearly 50 flights affected, bringing the total to around 80 incidents in two days. Airlines such as Air India and IndiGo each reported 13 impacted flights, while Akasa Air and Vistara reported over 12 and 11 affected flights, respectively. This follows 30 threats reported on the night of October 21, bringing the total number of bomb threats against Indian flights to over 170 within just over a week.

Airlines have confirmed that they are coordinating with local authorities and following safety protocols. Although the threats have been hoaxes, Civil Aviation Minister K Rammohan Naidu has stressed the gravity of the situation.
He assured that the government is addressing the situation while prioritizing passenger safety. He warned that those responsible for spreading hoaxes would face strict consequences, including placement on a no-fly list.

IT Ministry cracks its whip against Meta, X over flight bomb hoax cases

Lately, one-second reels and content around sports, especially cricket on Meta's social media platforms have been gaining significant traction, with many creators adopting these trends. On Thursday, Meta launched its Creator Lab in India, an educational content series featuring popular Instagram creators from India. The series will be available in English and Hindi, with captions in five additional languages.

In addition, Instagram has introduced new features such as comments in stories, birthday notes, and cutouts in DMs. Paras Sharma, Director of Global Partnerships for India at Meta, spoke to Storyboard18 about content trends in India. He also discussed how the Gen Z audience is adapting to newer trends like one-second reels and sports content on the platform.

Talking about trends on Instagram, Sharma said, “I think there are a couple of ways to look at it. There are momentary trends that are very specific in nature, and then there are longer-term behavioral changes in content creation and user engagement. We are also noticing experimental content on the platform, which is largely created and consumed by Gen Z creators and audiences.”

He added, “We mainly pick up signals from Gen Zs because they are the biggest experimenters. They are the fastest to adopt something new and also the quickest to pivot to something else depending on technological changes.”

When asked about Meta’s investment in sports properties, Sharma said, “There are two aspects: global events and India-specific events. For example, the ICC has its cricket calendar for India, so these events aren't hosted by Meta. Similarly, a movie release is part of the broader ecosystem.”

Sharma said, “So, if there's a cricket tournament that's part of the Indian cricket calendar, like the Indian Premier League, there are different stakeholders involved, including our partners, whether it's a broadcaster like Star Sports or other networks. Likewise, we work closely with teams or franchises like Mumbai Indians and Chennai Super Kings. We also engage with former cricketers, athletes, and commentators on an ongoing basis during these tournaments, creating meaningful collaboration opportunities for creators, something we have been doing for years.”

During these events, we bring creators on board to produce content, demonstrating our continued investment and commitment to events on the calendar. He added.

When asked if content related to cricket is increasing on Meta platforms, Sharma said, “Cricket is the largest sport in India. Internationally, we work closely with the ICC, and in India, we collaborate with the BCCI and broadcasters like JioCinema and Hotstar.”

Expanding on sports content on Meta platforms, Sharma said, “When we look at our own study on Gen Z and sports fandom in India, cricket is the biggest, followed by badminton, even before the Olympics. We are also seeing highly passionate communities for football and Formula 1.”

When asked if the duration of content creation on Meta platforms has decreased, Sharma said, “There’s a format trend right now, and one-second content is part of that trend. But the real cause behind it is the behavior of the audience. There is a need to reduce the pressure of content creation. Creators don’t want to spend too much time and prefer to show their real selves, making their content more conversational on Instagram.”

Sharma explained, “This is about everyday creativity that isn't polished but is instead a quick reflection of this generation's desire to create a conversational, quirky piece—whether it's an audio clip, a physical movement, or a visual element.”

He further noted, “We're seeing more and more creators emerging from tier two and tier three towns, and that trend is here to stay. This is a moment-in-time trend, using Meta-AI, and India is the largest country for the use of Meta-AI. The reason why this one-second reel format is gaining traction on Instagram is that a huge number of people are engaging with it, and we have seen some amazing content come out of it.”

Cricket content, one-sec reels booming on our platforms in India: Meta

On Thursday, Meta released a statement claiming that they respect laws and certain business messaging will not be allowed in certain countries including India. The big tech firm claimed that a recent email communication about its policies "lacked precision". Storyboard18 had first broken the story on Meta’s plan to change its policy around gambling and alcohol in India, LATAM and APAC.

The email conversation in reference read, “We are excited to announce that starting August 27, 2024, businesses in India, APAC, and LATAM can onboard the WhatsApp platform for messaging in the following verticals: a) Alcohol b) Over-the-counter products (prescription drugs and medical devices are still prohibited) c) Real Money Gambling.”

The email further states, “Meta’s updated policy now permits these verticals for both promotional/marketing and utility use cases, although WhatsApp Commerce restrictions will still apply.”

Responding to questions sent by Storyboard18, a Meta spokesperson said, "When we set business policies for our service, we respect local laws, and therefore certain business messaging or other types of communication are not going to be allowed in certain countries, including India. The referenced communication lacked that precision that is reflected in our formal policies and documents."

Sources claimed that the new set of policy will be released in the next couple of days with a detailed mention of which countries would be allowed to promote alcohol, gambling and OTC drugs with detailed descriptions. 

However, in a recent development, Kerala Police sent a notice to Google and Meta over apps and ads that are linked to gambling websites and apps. The victims of the scam received messages from gambling operators on WhatsApp. 

Kerala Police has asked Google to remove 60 fake lottery and gambling apps from its Google Play Store. A similar notice has been sent to Meta to remove advertisements of such fake lotteries and gambling platforms from social media platforms such as Facebook, Whatsapp and Instagram managed by it.

Read More: <a href="https://www.storyboard18.com/advertising/kerala-police-issues-notice-to-google-meta-over-gambling-advertisements-40229.htm">Kerala police issues notice to Google, Meta over gambling advertisements</a>

'We respect local laws, email communication lacked precision', says Meta

Amidst ongoing debate on Meta’s policy for alcohol and gambling ads in India, Kerala Police has sent a notice to Google and Meta over apps and ads that are linked to gambling websites and apps. The victims of the scam received messages from gambling operators on WhatsApp. Storyboard18 broke the news on Tuesday about Meta's policy to allow alcohol and gambling advertisements on their platform. 

Kerala state police has asked Google to remove 60 fake lottery and gambling apps from its Google Play Store. A similar notice has been sent to Meta to remove advertisements of such fake lotteries and gambling platforms from social media platforms such as Facebook, Whatsapp and Instagram managed by it.

Kerala’s State Police Media Centre (SPMC) said that fake advertisements in the name of 'Kerala Megamillion Lottery' and 'Kerala Summer Season Dhamaka' have been circulating on social media platforms like WhatsApp, Telegram and Instagram for some time stating that lotteries run by the state government can be bought online.

“After a cyber patrolling, we discovered 60 apps, 25 fake Facebook profiles and 20 websites that are connected to the scam”, the SPMC officer said. 

A senior leader from Real Money Gaming industry said, “These scam advertisements are taking place on the Meta and Google platforms. Imagine once these betting and gambling are legitimized, these scams will grow in large numbers. This will affect crores of people in India and they might get scammed.” 

According to police, victims of the scam received messages via WhatsApp which claimed that the Kerala government has started an online lottery and on spending Rs 40 rupees there is a chance to win up to Rs 12 crore. Victims who send Rs 40 on the number mentioned in the message get a fake lottery ticket image via WhatsApp.

The fraudsters then send artificially fabricated results to make the victim believe that the ticket has won a prize of Rs 5 lakh. From here, a scammer posing as a government representative calls the 'ticket holder' and asks them to transfer a certain amount to a bank account towards 'GST' and 'stamp duty' to receive the prize money.

The Kerala police have urged the public to be careful not to fall prey to such online lottery and gambling scams and to immediately call on the number 1930 if they suspect that a financial fraud is taking place.


Kerala police issues notice to Google, Meta over gambling advertisements

Meta’s email announcement to allow alcohol and real money gambling platforms on its services has received mixed reactions from industry leaders. The alcohol industry is currently adopting a wait-and-see approach regarding Meta’s advertising policies for WhatsApp. Meanwhile, real money gaming companies in India are criticizing the tech giant’s move to permit offshore gambling and betting apps to use its platform in India.

Storyboard18 was the first to report Meta’s plan to introduce three new verticals for WhatsApp Business, including alcohol and real money gambling. 

An email released by Gupshup on behalf of Meta states, “We are excited to announce that starting August 27, 2024, businesses in India, APAC, and LATAM can onboard the WhatsApp platform for messaging in the following verticals: a) Alcohol b) Over-the-counter products (prescription drugs and medical devices are still prohibited) c) Real Money Gambling.”

The email further states, “Meta’s updated policy now permits these verticals for both promotional/marketing and utility use cases, although WhatsApp Commerce restrictions will still apply.”

A top industry leader from alcobev industry said, “It is a great news for the industry in one way. We already are facing lot of restrictions in communicating with our consumers. This can help us be in touch and engage with the consumers in an unique way. Hopefully, the regulatory measures are being taken care by the platform inorder to promote alcohol brands.” 

Anuraag Saxena, CEO of the E-Gaming Federation, said, “Consumer protection regulations are robust in our country. Gambling is largely illegal in India, and advisories issued by the Department of Consumer Affairs (DoCA) and the Ministry of Information and Broadcasting (MIB) restrict the use of digital platforms for certain categories of advertisements.”

Saxena added, “I am sure platform operators in India will consider this decision in light of Indian laws and social realities and engage in dialogue with regulators, policymakers, and social organizations before implementing such a significant change.”

Another industry leader from the real money gaming sector said, “Our industry is currently seeking clarity on illegal betting and gambling versus legitimate real money gaming. With Meta’s move, it will only exacerbate the confusion, leading users to engage with illegal offshore gambling apps and other unlawful activities.”

Yash Chandiramani, Founder and Chief Strategist at Admatazz, commented, “Morally, I don’t think these addictive products and services should be advertised on social media, but if they’re within the legal framework of our country’s laws, there’s little that can be done. I’m sure Meta will have protocols in place to ensure the user’s age is verified and consent to WhatsApp marketing is obtained.”

Chandiramani added, “However, we need to see what the I&B Ministry has in store in terms of guidelines before we can truly comment on how this will play out." 

Storyboard18 reached out to Meta for a comment. Story will be updated after we receive official comments from Meta. Gupshup declined to comment on the story.  

Meta’s new policy sparks debate over alcohol and gambling ads

Real Money Gaming players in India were left stunned after an internal email on Tuesday announced that the big tech firm, Meta will allow alcohol and real money gambling businesses to promote and market their activities on their platforms. Conversational engagement platform Gupshup confirmed Storyboard18 that an email was sent on behalf of Meta to its internal clientele. 


From August 27, 2024, businesses in India can onboard WhatsApp Business Platform for messaging in the verticals such as Alcohol and Real Money Gambling. 


The email states, “We are excited to announce that starting August 27, 2024, businesses in India, APAC, and LATAM can onboard the WhatsApp platform for messaging in the following verticals: a) Alcohol b) Over-the-counter products (Prescription drugs and medical devices are still prohibited) c) Real Money Gambling.”


Meta’s updated policy now permits these verticals for both promotions/marketing and utility use cases, though WhatsApp Commerce restrictions will still apply.


A senior official from Gupshup confirmed that the email was sent internally to its clients. The official refused to comment. 


“This is disappointing. On one hand, the entire RMG industry is struggling, and now Meta wants offshore gambling platforms to advertise on their platforms. The industry will not take this lightly and will oppose this move. We will take legal action against such practices,” said a senior official from a fantasy gaming platform.


Storyboard18 has reached out to Meta. The article will be updated with the company's official comments.


Read More: <a href="https://www.storyboard18.com/advertising/breaking-meta-to-allow-alcohol-real-money-gambling-ads-on-its-platforms-in-india-40004.htm">BREAKING: Meta to allow Alcohol, Real Money Gambling ads on its platforms in India?</a>

EXCLUSIVE: Meta to allow Alcohol, Real Money Gambling ads on its platform in India

Real Money Gaming players in India were left stunned after Meta sent an email on Tuesday announcing that the big tech firm will allow alcohol and real money gambling businesses to promote and market their activities on their platforms, as per industry sources. Starting August 27, 2024, Meta users in India will start getting messages and advertisements related to gambling and alcohol in India. 

The alleged email from Meta states, “We are excited to announce that starting August 27, 2024, businesses in India, APAC, and LATAM can onboard the WhatsApp platform for messaging in the following verticals: a) Alcohol b) Over-the-counter products (Prescription drugs and medical devices are still prohibited) c) Real Money Gambling.”

Meta’s updated policy now permits these verticals for both promotions/marketing and utility use cases, although WhatsApp Commerce restrictions will still apply.

“This is disappointing. On one hand, the entire RMG industry is struggling, and now Meta wants offshore gambling platforms to advertise on their platforms. The industry will not take this lightly and will oppose this move. We will take legal action against such practices,” said a senior official from a fantasy gaming platform.

Storyboard18 has reached out to Meta. The article will be updated with the company's official comments. 

BREAKING: Meta to allow Alcohol, Real Money Gambling ads on its platforms in India?

Meta is expanding their third-party fact-checking program in India to include Press Trust of India (PTI), a dedicated fact-checking unit within the newswire’s editorial department. The partnership will enable PTI to identify, review and rate content as misinformation across Meta platforms.

To fight the spread of misinformation and provide people with more reliable information, Meta has partnered with independent third-party fact-checkers that are certified through the non-partisan International Fact-Checking Network (IFCN) who identify, review and rate viral misinformation across Facebook, Instagram and WhatsApp. 

With this partnership with PTI, Meta now has 12 fact-checking partners in India, making it the country with the most third-party fact-checking partners globally across Meta. Their Indian language coverage stands at 16 through their existing fact-checking partners to include Hindi, Bengali, Telugu, Kannada, Malayalam, Urdu, Punjabi, Assamese, Manipuri/ Meitei, Marathi, Gujarati, Tamil, Kashmiri, Bhojpuri, Oriya and Nepali, besides English.

"Each time a fact-checker rates a piece of content as false, altered or partly false, we reduce its distribution so that fewer people see it. We notify people who try to share the content – or who previously shared it – that the information was rated by a fact-checker, and we add a warning label that links to the fact-checker’s article with more information about the claim," said a press statement from Meta. 

"Since 2016, our fact-checking program has expanded to include nearly 100 organizations globally. The focus of the program is to address viral misinformation – particularly clear hoaxes that have no basis in fact. Fact-checking partners prioritize provably false claims that are timely, trending and consequential," the statement further said. 

META INDIA