At its global conversation 2025 event in Miami, Meta announced a series of new features, which could significantly change how WhatsApp is used to interact with customers to businesses. The company is now bringing a more streamlined marketing system for voice calls, smarter AI shopping tools and WhatsApp business platforms. The objective of the update is to help businesses go beyond sending messages only. Now, they will be able to offer personal shopping experiences, support through voice and videos, and will run a marketing campaign on WhatsApp, Facebook and Instagram – all from the same place.

One of the major announcements has the ability to make voice and video calls on WhatsApp directly for businesses. So far, customer service through WhatsApp has been limited to chat mostly, which is convenient, not always the fastest way to solve questions. With this update, businesses using WhatsApp business platforms can now talk directly to customers, once the customer agrees to a call. Whether he is answering complex questions or offering guidance, which is difficult to type – this new calling feature can make the overall support experience faster and more individual.

Voice messaging is also being added, which brings more flexibility to both customers and businesses. In some cases, sending a quick voice note may be easier than typing a long message – especially for industries such as healthcare, education or financial services. Meta also indicated that future voice-based AI assistance could come in future, which means that customers may soon be able to talk to AI to resolve their issues in real time.

Another major upgrade focuses on marketing. Meta is now allowing businesses to manage its campaigns on WhatsApp, Facebook and Instagram through the Advertising Manager Interface. This makes it easier to create and manage advertisements, track and promote – all in one place. Business customers can upload the list and send messages manually, or let the benefits of meta+ AI, which automatically optimize campaigns and expenses on platforms, including advertising placements such as WhatsApp status. For repeat customers or time-sensitive offers, it can be a great time saving.

On the shopping front, Meta is offering a new business AI facility. It is designed to help customers to find and purchase products directly through WhatsApp. After purchasing from individual product recommendations, the follow-up of support of support can now be inside a chat. While this device is currently being tested in Mexico, Meta plans to roll it in other countries soon.

For businesses, especially small, new updates may be a cost -effective way to reach more people and provide better service with low resources. For customers, this means that low jump between apps and more convenient service in one place.