At its global Conversations conference in Miami, WhatsApp announced new features aimed at enhancing its platform for business use.
The company is unifying marketing management across WhatsApp, Facebook, and Instagram through Ads Manager. Businesses of all sizes can now create campaigns, manage budgets, and use the same creatives across these platforms in one place. Firms can upload their subscriber lists, choose marketing messages manually, or let WhatsApp’s AI-powered Advantage+ optimize budget allocation for better results. The ability to create ads in WhatsApp Status will also soon be available via Ads Manager.
To support businesses handling increased customer chats, WhatsApp is expanding its AI capabilities. It is developing Business AI tools to offer personalized product suggestions, facilitate sales on business websites, and follow up with customers through WhatsApp chats. This AI service will soon expand to more businesses in Mexico.
WhatsApp is also adding calling and voice features to the WhatsApp Business Platform. Larger businesses will soon be able to receive and make calls based on customer requests. Additionally, voice messaging and video call support will be introduced, beneficial for services such as telehealth. These updates aim to provide more flexible communication options and lay the groundwork for AI-driven voice support. Businesses interested in implementing calling features can collaborate with WhatsApp’s approved partners.
WhatsApp anticipates these updates will help businesses improve customer engagement and operational efficiency.