Meta has announced that it will host its “Conversations” conference in the U.S. for the first time this year, with Miami to be the host city for its messaging-focused event.

As you can see, Meta’s fourth annual Conversations event will be held on July 1st, where Meta will outline its latest updates in messaging, including business messaging opportunities.

As per Meta:

“Whether you’re looking to fuel marketing performance through deeper customer relationships and more valuable interactions, or optimize your customer communication strategy and streamline operations, this event is designed to help you achieve your goals.”

Meta has previously held its Conversations conferences in Brazil and India, with WhatsApp being the dominant messaging app in both markets. But with WhatsApp usage on the rise in the U.S., this time around, Meta’s chosen Miami as the IRL destination, which points to the potential that it sees for business messaging, based on evolving connection trends.

And Meta is gaining traction on this front.

Adoption of Meta’s Click-to-Message ads is rising, fast, while broader usage of WhatsApp is also climbing.

Meta recently reported that WhatsApp is now up to 3 billion users, while Messenger is also used by more than a billion people each month. In addition, Meta says that 80% of people globally already message with a business weekly, underlining the potential of this more direct connection for brand engagement.

As such, it could be worth tuning in, with the event set to feature a range of Meta execs talking about the next big opportunities and the evolution of DMs.