WhatsApp has officially launched WhatsApp Channels in Malaysia. Initially available in Singapore and Columbia, this new feature is positioned as a private broadcast service for organisations, sports teams, local officials, hobbies, businesses and more.

WhatsApp Channels is a one-way broadcast tool for admins to send text, photos, videos, stickers, and polls. Separate from ‘Chat’, ‘Channels’ will appear in the ‘Updates’ tab when it becomes available. The feature will be rolled out in a couple of weeks.

Unlike ‘Groups, ’ admins cannot add followers to ‘Channels’, and no exchange of phone numbers is needed. Users must opt-in to a ‘Channel’ and can opt-out anytime. That means no spam.

‘Channel’ history will be removed after 30 days or less at the admins’ discretion. Admins will also have the option to block screenshots and forwards from their ‘Channel’. Admins can also decide who can follow their channel and whether they want their ‘Channel’ to be discoverable in the directory.

‘Channels’ are not end-to-end encrypted by default.

WhatsApp has given several Malaysia-based partners early access to Channels, including Mental Illness Awareness & Support Association (MIASA), Malaysia Digital Economy Corporation (MDEC), and the Badminton World Federation (BWF). It has also worked with global organisations like WHO and Manchester City FC. These channels and more will be available in a searchable directory. WhatsApp users could also get channel invite links through chats, e-mail, or posts online.

“WhatsApp Channels will help us achieve better reach in a world flooded with information. We can educate the public about mental health and keep followers updated on awareness and advocacy activities while bringing people together to support struggling people. It will also help to not overwhelm our existing communications on WhatsApp, which we often use to coordinate between volunteers, members and staff. The chronological thread means that audiences will not miss our updates at any point,” said Anita Abu Bakar, president and founder of MIASA.

For the folks at WhatsApp, ‘Channels’ is a big step in a new direction and a work in progress. They are adamant that ‘Channels’ will evolve based on user feedback so users can expect future updates with new features and fixes.