Meta expands WhatsApp for Business with Ads, AI, and Voice Features

Meta has introduced a wide-ranging set of new tools and upgrades to WhatsApp during its global Conversations conference in Miami, signaling a strategic push to turn the messaging platform into a powerful business hub. Designed for businesses of all sizes, these updates aim to unify advertising efforts, expand AI capabilities, and introduce voice functionality, all within the familiar WhatsApp ecosystem.

One of the most notable changes is the integration of WhatsApp advertising into Meta’s Ads Manager, the same platform used to manage campaigns across Facebook and Instagram. Businesses can now run unified campaigns across all three platforms using shared creative assets, consistent budget controls, and streamlined campaign workflows. Whether brands are targeting users through chat messages, Stories, or feed placements, the updated dashboard allows for a centralized and simplified approach.

Businesses using Ads Manager can now include WhatsApp as an additional ad destination by either manually selecting WhatsApp-focused ad formats or opting into Meta’s Advantage+, the AI-powered ad optimization system. With Advantage+, Meta uses machine learning to automatically distribute ad budgets across placements—chat apps, Instagram Reels, Facebook Feeds, and now WhatsApp—to ensure optimal performance. A future update will go a step further by enabling brands to create ads that appear directly within WhatsApp Status, tapping into a space where user engagement remains high.

As WhatsApp continues evolving beyond a personal messaging app, Meta is also introducing AI enhancements to help businesses better manage customer interactions at scale. A new "Business AI" assistant, now being piloted in Mexico, is designed to help companies handle high volumes of incoming messages. This assistant can recommend products, guide users through purchases on a brand’s website, and follow up with customers directly within WhatsApp—providing real-time updates, answering common questions, and confirming orders.

Meta envisions this AI assistant as a way for businesses to maintain personalized communication without overwhelming their human support teams. The company plans to expand this service internationally in the near future, reflecting growing demand for intelligent, automated customer support tools within messaging apps.

In addition to messaging and automation, WhatsApp is also adding voice and video support for businesses using the WhatsApp Business Platform, a feature particularly valuable for larger organizations and customer service teams. Soon, businesses will be able to receive incoming voice calls from customers seeking real-time help or initiate outbound calls if a customer requests to speak directly with a representative.

Beyond traditional voice calls, the platform will support voice messages and video calls, unlocking new use cases such as virtual medical consultations, remote tech support, or live product walkthroughs. This level of interactivity is a significant step forward for businesses looking to build deeper connections with their audiences, especially in regions where WhatsApp is already the dominant form of communication.

To ensure these new capabilities run smoothly, Meta has teamed up with selected integration partners who will help businesses embed calling features seamlessly into their existing WhatsApp Business setups. As companies begin to adopt these tools, Meta is encouraging early adopters to share feedback on how the new features are affecting engagement, operations, and customer satisfaction.

Overall, Meta’s latest WhatsApp update reflects a broader strategy: to transform the app from a simple chat service into a full-fledged commerce and customer service platform. By unifying ad campaigns, leveraging AI-driven assistance, and enabling real-time voice and video communication, Meta is positioning WhatsApp as a go-to channel for brands seeking direct, frictionless interaction with their customers.

As these tools roll out globally, businesses of all sizes—whether they’re running e-commerce shops, local services, or multinational support centers—will likely find WhatsApp a far more capable and strategic platform than ever before.