A new partnership has been announced to launch the first “WhatsApp High Street” in the UK.

The messaging organisation has joined forces with Watford Borough Council to support small businesses in the town.

The initiative will help firms promote their businesses on the WhatsApp Business app.

WhatsApp said that in the pilot programme its experts will provide training for a group of local businesses.

Mayor of Watford Peter Taylor said: “I’m delighted a global brand like WhatsApp has chosen to work with us on this initiative, which is the first of its kind in the UK.

“Local businesses are vital to our economy, bringing jobs and so much character to our town. We are committed to working with them to ensure Watford’s economy succeeds as we open up after a difficult period of lockdown.”

Paul Scully, Minister for Small Business, said: “It’s great to see small businesses using innovative digital tools like WhatsApp Business to help them adjust how they engage with their customers.”

Dan Lenan, WhatsApp partnerships manager, said: “As high streets all over the country struggle with the economic downturn and with the huge challenges presented by coronavirus, it is more important than ever for us all to support local businesses and keep our high streets alive and thriving.

“Whether it’s helping a retailer fulfil online orders, a restaurant to become a takeaway or a beauty salon to communicate social distancing rules, the WhatsApp Business App can help people steer their business through these difficult times.”