NEW DELHI: Messaging giant WhatsApp said on Thursday it was introducing new broadcast tool called Channels.

The company said Channels is a ‘reliable and private’ way to receive important updates from people and organizations, right within WhatsApp.

“We’re building Channels in a new tab called Updates – where you’ll find Status and channels you choose to follow – separate from your chats with family, friends, and communities,” the company said in a statement.

WhatsApp said Channels are a one-way broadcast tool for admins to send text, photos, videos, stickers, and polls. To help users select channels to follow, the platform is building a searchable directory where users can find their hobbies, sports teams and updates from local officials.

“You can also get to a channel from invite links sent in chats, e-mail, or posted online,” WhatsApp said.

The company said to kick off Channels, it is working with ‘global voices’ and select organizations in Colombia and Singapore, where Channels will first be available.WhatsApp’s global launch partners include NGOs, like the International Rescue Committee (IRC) and WHO as well as FC Barcelona and Manchester City. WhatsApp said it will bring Channels to more countries including India and the ability for anyone to create a channel over the coming months.

“We’re aspiring to build the most private broadcast service available. This starts by protecting the personal information of both admins and followers,” WhatsApp stated.

“As a channel admin, your phone number and profile photo won’t be shown to followers. Likewise, following a channel won’t reveal your phone number to the admin or other followers. Who you decide to follow is your choice and it’s private,” the company added.

The company said it will only store channel history on its servers for up to 30 days and that it will add ways to make updates disappear even faster from follower’s devices.

“Admins will also have the option to block screenshots and forwards from their channel,” it added.

The company said it will make it possible for admins to decide who can follow their channel and whether they want their channel to be discoverable in the directory or not.

“Given the aim of Channels is to reach a wide audience, channels are not end-to-end encrypted by default. We do think there are some cases where end-to-end encrypted channels to a limited audience might make sense, such as a non profit or health organization, and we’re exploring this as a future option as well,” WhatsApp said.