At its global Conversations 2025 event in Miami, Meta announced a series of new features that could significantly change how businesses use WhatsApp to interact with customers.
The company is now bringing voice calls, smarter AI shopping tools, and a more streamlined marketing system to the WhatsApp Business platform.
The latest updates aim to help businesses go beyond just sending messages
Businesses will be able to offer personalised shopping experiences and support through voice and video
One of the key announcements is the ability for businesses to make and receive voice and video calls directly on WhatsApp.
Until now, customer service through WhatsApp has mostly been limited to chats, which, while convenient, aren't always the fastest way to solve queries.
With this update, businesses using the WhatsApp Business Platform can now speak to customers directly, once the customer agrees to a call.
Voice messaging is also being added, which brings more flexibility for both customers and businesses.
Meta also hinted that voice-based AI assistance could be coming in the future, meaning customers might soon be able to talk to an AI to solve their issues in real-time.
Another major upgrade is focused on marketing. Meta is now allowing businesses to manage their campaigns across WhatsApp, Facebook and Instagram through Ads Manager interface.
On the shopping front, Meta is introducing a new Business AI feature. It’s designed to help customers discover and buy products directly through WhatsApp.