Meta announced key upgrades to the WhatsApp Business Platform at its global Conversations event in Miami on July 1. According to Meta, the updates focus on better marketing integration, expanded AI assistance, and new calling features for businesses.
Unified Marketing Across WhatsApp, Facebook & Instagram
Meta is integrating WhatsApp into its broader ad ecosystem. Businesses can now manage campaigns across WhatsApp, Facebook, and Instagram directly from Meta Ads Manager, using shared creatives, setup flows, and budget allocations.
After onboarding, businesses can upload subscriber lists and either manually select WhatsApp messages as a placement or let Advantage+ AI optimize across platforms. Ads Manager will soon allow businesses to create and run ads in WhatsApp Status.
Enhanced AI Support for Business Chats
To handle rising chat volumes, Meta is expanding its Business AI tools. These AI systems can:
- Offer personalized product recommendations
- Guide customers through website-based purchases
- Continue the conversation in WhatsApp for support and updates
The AI tools will soon roll out to more businesses in Mexico, with broader expansion expected.
Voice and Video Calling on WhatsApp Business
Meta is also enhancing real-time communication options. Soon, larger businesses using the WhatsApp Business Platform can:
- Receive or initiate customer calls upon request
- Send and receive voice messages
- Conduct video calls — useful for services like telehealth
These features pave the way for future AI-powered voice support, enabling more dynamic interactions. Businesses interested in voice calling tools can onboard through Meta’s partner network.
Looking Ahead
Meta expects these updates to strengthen business-customer relationships and boost operational efficiency on WhatsApp.