Meta is rolling out a series of new updates for WhatsApp Business, aiming to position the platform as a one-stop solution for businesses to scale and manage operations efficiently. These new features include advanced AI capabilities, voice calling, and centralised ad campaign management across WhatsApp, Facebook, and Instagram using the Ads Manager tool.
The announcement was made at Meta’s annual business messaging event, Conversations, held on July 1. The updates follow Meta’s recent confirmation that ads will soon appear in WhatsApp’s Updates tab as part of its broader monetisation strategy.
Through Ads Manager, businesses will now be able to use the same creatives, ad setup flows, and budgets across all Meta platforms. Businesses can upload opted-in subscriber lists and manually select WhatsApp messages as placements or use Advantage+, Meta’s AI-driven campaign optimisation tool. Ads in WhatsApp Status will also be supported in the coming months.
Nikila Srinivasan, vice president of business messaging at Meta, said, “This feature will simplify things for businesses and bring marketing messages to them on a surface they’re already familiar with — Ads Manager.”
Large businesses using the WhatsApp Business Platform will soon be able to make and receive voice calls from customers. The feature, piloted last year, will roll out in the coming weeks. Support for voice messages and video calls is expected in the near future, which will be useful for services like telehealth.
Meta is also testing a business AI agent for websites in the US, which can answer questions, offer product suggestions, and continue follow-ups in WhatsApp chats. This tool will initially launch with select partners. Additionally, Meta is expanding Business AIs to Mexico, allowing small businesses to use AI agents for sales and support tasks.
Mark Zuckerberg said, “Just like every business today has an email address, social media account, and website, they’re also going to have an AI business agent.”
Srinivasan added, “Setting up an AI will help businesses scale their business faster and address the demand that they’re going to get from a highly performing Click-to-WhatsApp ad faster.”
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