Meta is introducing several updates to enhance business use of WhatsApp, focusing on centralized campaigns, expanded AI support, and new calling and voice features.
Centralized Marketing Campaigns
Businesses can now create and manage marketing strategies across WhatsApp, Facebook, and Instagram from a single place in Ads Manager. This integration allows businesses of all sizes to use the same creative assets, setup flows, and budgets centrally. After onboarding, businesses can upload subscriber lists and choose marketing messages manually or use Advantage+, an AI system that optimizes budget allocation across placements for better performance. Soon, businesses will also be able to create ads in WhatsApp Status directly from Ads Manager.
Expanded AI Support
To help businesses handle increased customer interactions, Meta is developing a Business AI that can offer personalized product recommendations and facilitate sales on business websites. This AI will also follow up with customers via WhatsApp chats to answer questions or provide updates. The rollout of Business AI will begin soon, starting with more businesses in Mexico.
Calling and Voice Features
New calling and voice options will be available soon for larger businesses using the WhatsApp Business Platform. Customers will be able to call businesses live, and businesses can call customers who request contact. Additionally, sending and receiving voice messages and making video calls will be enabled, supporting scenarios like telehealth appointments. These updates aim to improve communication flexibility and prepare for future AI-enabled voice support. Businesses interested in calling features can collaborate with Meta's partners to get started.
These updates are designed to help businesses strengthen customer relationships and improve operational efficiency on WhatsApp.
