On World MSME Day, Meta hosted an event in Guwahati that brought together small business owners from across Northeast India, noting that over 92% of businesses using its platforms in India are MSMEs, with entrepreneurs relying on Facebook, Instagram and WhatsApp to reach customers and grow. Meta highlighted AI and messaging as two key areas supporting small businesses, stating that AI-powered tools, including Advantage+ and Generative AI creative tools, are helping businesses automate campaign creation, improve performance and generate creative assets. Upamanyu Borkakoty, founder of Woolah Tea, said using the AI-powered Advantage+ Shopping campaign led to orders jumping more than 600% within just 6 months. Meta also said more than 200,000 small businesses in India use Click-to-WhatsApp ads every month, with features such as catalogues, quick replies, labels and customised messaging helping manage customer interactions. Additionally, a Meta-commissioned IPSOS study found that among surveyed users, 97% watch videos on Meta platforms daily, while 73% of surveyed rural users discover new products and brands through Meta platforms, and Meta influences product discovery for 81% of users and purchase decisions for 47% of users.