Facebook-owned WhatsApp launched a new stand-alone app, called WhatsApp Business, designed to help small businesses easily connect with their customers, the company announced on Thursday.

WhatsApp Business can be downloaded on the Google Play Store in select markets including the US, UK, Indonesia, Italy, and Mexico, and will roll out worldwide in the coming weeks. Facebook has not yet stated when the app will be available on iOS.

The app adds several new features including verified business profiles, smart messaging tools like quick replies, greeting messages and away messages, and messaging metrics. As of now, WhatsApp Business is aimed at smaller companies, but it plans to add an enterprise solution geared toward larger businesses, like airlines and banks, with a global customer base. The move to launch an app dedicated to businesses represents the fruition of several months of work by Facebook to monetize WhatsApp.

Business-to-consumer (B2C) communication via messaging apps is a budding trend, and Facebook wants to be at the center of it.Having a presence on chat apps is more important than ever for businesses. Already, more than half of consumers would rather message a business than call customer service, according to a Facebook-commissioned study by Nielson. Here’s why WhatsApp is poised to lead the evolution of B2C interactions:

WhatsApp has a massive global reach. WhatsApp’s global user base of 1.3 billion monthly active users makes the chat app an ideal ground for Facebook to establish a footprint in the B2C space. WhatsApp is also the second most used messaging app globally, and the leading messaging app in a majority of emerging markets like India, Indonesia, and Russia as well as in developed markets like the UK, Spain, and Germany. In India, for instance, consumers spent over 36 billion hours in WhatsApp in 2017.

Already, consumers worldwide use WhatsApp to communicate with businesses.Over 80% of small businesses in India and Brazil have said WhatsApp helps to facilitate B2C communication and, as a result, grow their businesses’ reach.

WhatsApp is entering an increasingly competitive space. Facebook Messenger, Apple, WeChat, and Skype are all striving to be the go-to interface for B2C interaction. For instance, Apple is introducing an update to iMessage that includes iOS Business Chat, a “powerful new way for businesses to connect with customers directly from within Messages,” according to Apple. Meanwhile, WhatsApp will go up against WeChat, which already hosts 10 million official business accounts for WeChat’s 980 million monthly active users to interact with.

This story originally appeared on BusinessInsider.com