Businesses using WhatsApp will soon be able to offer faster, more personal customer support and smarter shopping experiences as Meta announced major updates at its Conversations 2025 event in Miami. The company is rolling out AI-powered tools, voice and video calls, and a streamlined marketing system for businesses, aiming to transform WhatsApp from a messaging app into a full-service platform for customer engagement.
Voice Calls and AI Integration for Businesses
One of the standout updates is the addition of voice and video calls for businesses on the WhatsApp Business Platform. Until now, businesses were limited to text-based chats for customer support, which often made it harder to resolve complex queries quickly. With the new feature, businesses can now directly speak with customers once they agree to the call, offering a more personal, immediate support experience for handling detailed questions or guiding customers through services.
Additionally, WhatsApp is introducing voice messaging for businesses, allowing for flexible and convenient communication, especially in sectors like healthcare, finance, and education, where voice interactions can often simplify complex discussions. Meta hinted at plans to integrate voice-based AI in the future, enabling customers to resolve issues in real time by talking to an AI assistant.
Streamlined Marketing and Smart Shopping Experience
Another key upgrade focuses on marketing integration. Meta is enabling businesses to manage their ad campaigns across WhatsApp, Facebook, and Instagram using the Ads Manager interface. This unified platform allows businesses to create and track ads, manage budgets, and optimise campaigns seamlessly across platforms, including placements like WhatsApp Status. Meta’s Advantage+ AI can automate campaign optimisation and ad placements, saving time for businesses with repeat customers or time-sensitive promotions.
On the shopping side, Meta is testing a new Business AI feature in Mexico, aiming to let customers discover and purchase products directly within WhatsApp chats. This tool offers personalised product recommendations and post-purchase support, creating an end-to-end shopping experience without customers needing to leave the app. Meta plans to roll out this feature in other countries soon, which could significantly help small and medium businesses enhance customer service and streamline sales processes with fewer resources.
The new features are expected to make it easier for businesses to manage customer interactions, marketing, and sales within WhatsApp, while customers will benefit from more seamless support and shopping in a single app environment, reducing the need to switch between multiple platforms for services and purchases.
