At the global Conversations conference in Miami, WhatsApp announced new features designed to enhance business interactions on its platform.
Unified Marketing Management
Businesses can now manage marketing campaigns across WhatsApp, Facebook, and Instagram through Ads Manager. This integration allows companies to use shared creative materials, setup flows, and budgets within a single tool. After onboarding, businesses can upload subscriber lists and choose to manually select marketing messages or apply Advantage+, an AI-driven system that optimizes budget allocation for better campaign performance. Soon, ads will also be available for WhatsApp Status from Ads Manager.
Expanded AI Assistance
To support growing customer engagement, WhatsApp is developing Business AI capabilities that offer personalized product suggestions, facilitate sales on websites, and provide follow-up communication within WhatsApp chats. This AI feature will soon expand to more businesses in Mexico.
New Calling and Voice Features
Larger businesses using the WhatsApp Business Platform will soon have access to customer-initiated calls and the ability to call customers after receiving permission. Additional voice functionalities, including sending and receiving voice messages and video calls, will also be introduced. These features aim to improve support quality, such as enabling telehealth consultations, and lay the groundwork for future AI-enabled voice support. Businesses interested in enabling calling functionalities can partner with authorized providers.
WhatsApp seeks to help businesses deepen customer relationships and boost operational efficiency through these updates.