WhatsApp Unveils Major Business-Focused Updates at Conversations 2025
At the global Conversations 2025 conference in Miami, WhatsApp announced a series of major updates designed to make the messaging app a comprehensive platform for businesses. From centralized marketing campaigns to advanced AI support and new voice calling features, these changes aim to streamline operations and improve customer engagement for businesses worldwide.
Centralized Marketing Across WhatsApp, Facebook, and Instagram
One of the key highlights is the integration of marketing efforts across WhatsApp, Facebook, and Instagram into a single platform — Ads Manager. Businesses of all sizes can now use the same creative assets, campaign setup flows, and budget controls from one centralized dashboard.
This update simplifies the process of launching ads across multiple Meta platforms. Businesses can upload their WhatsApp subscriber lists and select marketing messages either manually or through Advantage+, Meta’s AI optimization system. Advantage+ will automatically allocate budgets to maximize campaign performance across all available placements.
In the near future, Ads Manager will also support creating ads in WhatsApp Status, offering even more visibility for brand messaging.
AI-Powered Business Support
To meet the growing demand for customer support at scale, WhatsApp is expanding its AI capabilities for businesses. The new Business AI will offer personalized product recommendations, help facilitate purchases directly from a business’s website, and follow up with customers through WhatsApp chat.
These intelligent assistants can handle a range of customer service tasks, reducing the need for human intervention while improving response times and personalization. Initially rolling out to more businesses in Mexico, the expansion signals Meta’s push to make AI support globally accessible.
Enhanced Voice and Video Calling Features
WhatsApp is also adding more live communication tools to help businesses connect with customers. In the coming weeks, larger enterprises using the WhatsApp Business Platform will be able to both receive and initiate calls with customers who request them. This includes:
- Live audio calls for real-time assistance
- Voice messages for asynchronous support
- Video calls, useful for scenarios like virtual consultations or telehealth appointments
These additions aim to improve flexibility in communication, allowing customers to choose the interaction format that best suits their needs. The updates also lay the groundwork for future AI-enabled voice support.
Broader Implications for Business Messaging
With these new tools, WhatsApp is positioning itself not just as a messaging platform, but as a full-featured business solution that supports everything from customer acquisition to sales and support. Centralized campaign management reduces the complexity of multichannel marketing, while AI and calling features address both scale and personalization — two critical areas for modern customer engagement.
These updates are expected to have a major impact on how brands use WhatsApp as a primary communication channel. By making advanced tools more accessible and integrated, Meta continues its strategy of turning its messaging apps into essential utilities for global businesses.
Getting Started with the New Features
Businesses looking to take advantage of these updates can begin by working with Meta-approved partners to implement voice calling and AI features. Ads Manager is already the hub for ad placements across the Meta ecosystem, and new WhatsApp-specific placements like Status ads will be added soon.
The gradual rollout of Business AI and voice support in selected regions will provide an early testbed for global expansion. As more data is gathered on usage and performance, broader access is expected.
Read more: AI Startup Perplexity Draws Interest from Meta and Apple as Tech Giants Race to Catch Up
