Meta gives WhatsApp a business makeover with AI, calls and cross-platform ad tools

For millions of users, WhatsApp is the go-to place for checking in with friends, sending photos, or sharing weekend plans. But behind the scenes, it has also become a critical tool for businesses—especially in markets like India, where a message on WhatsApp can close a sale, solve a support query, or deliver an invoice. Now, Meta wants to take that to the next level.

 

At its Conversations 2025 event in Miami, Meta unveiled a sweeping update to the WhatsApp Business platform. From AI-powered assistants and voice calls to cross-platform ad campaigns, the goal is clear: transform WhatsApp from a messaging tool into a full-fledged business communications hub.

 

One of the most impactful changes is the rollout of AI chat assistants. These smart bots can answer common customer questions, recommend products, guide users through checkout and also will be there for any follow-up support needed. The feature is already being piloted in Mexico, with a global rollout on the horizon.

 

“We’re excited to bring the latest AI innovations to the WhatsApp Business platform to make it faster and easier for businesses to respond to customers and get more done,” Meta said in a statement. “With new tools like AI-powered messages and campaign creation, we’re making it easier to convert conversations into valuable interactions.”

 

Also new is the ability for customers to call a business directly through WhatsApp – via voice or video. This could be a game-changer for service-heavy industries like healthcare, banking or travel, where a chat often isn’t enough. Voice notes are being added too, offering more flexibility for personalised support.

 

“This functionality will be helpful for use cases like talking to a travel agent to rebook a flight or having a quick video consultation with your doctor,” Meta said in the announcement.

 

On the marketing front, Meta is making it easier for businesses to advertise on WhatsApp, just like they do on Facebook and Instagram. With the updated Ads Manager, businesses can now create and manage ads for all three platforms from one place. Meta’s AI tool, called Advantage+, will help these ads reach the right people. Soon, businesses will also be able to run ads in WhatsApp Status – just like Stories on Instagram.

 

“The AI assistant will enable businesses to quickly build experiences that help people get useful answers, find products, and complete purchases in WhatsApp,” Meta said in its blog post.

 

While not yet officially confirmed, industry reports suggest that WhatsApp may soon let business links open in the app’s built-in browser, making it easier for users to shop or explore services without leaving the chat. There’s also speculation about a new pricing model for businesses that send large volumes of messages.

 

These upgrades come at a time when WhatsApp is already powering day-to-day business for millions. With over 200 million monthly active businesses globally, many of them in India, this evolution feels not just timely, but necessary. For kirana stores, healthcare clinics, boutique brands and even government services, WhatsApp has become an essential tool.

 

“We want to make it easier for people to get things done with businesses on WhatsApp,” Meta said in a statement. “That includes everything from discovering new products and services to getting support or making purchases—all within a single conversation.”

 

As Meta continues to blur the lines between messaging, commerce and AI, its vision is becoming clearer: business won’t just happen on websites or storefronts anymore. It’ll unfold, message by message, inside your WhatsApp chat.

Sci/Tech