Meta has announced two new features for WhatsApp Business users, which are set to be rolled out in the coming weeks. The company revealed these updates during its global Conversations conference in Miami, targeting enhancements for business communication.
WhatsApp Business is Set to Introduce Two Innovative Features
In an official announcement, Meta emphasized its plan to improve the way businesses manage and create marketing campaigns across its platforms, including WhatsApp, Facebook, and Instagram. Business users will have access to these updates through Ads Manager.
The updates aim to unify the experience for businesses, eliminating the previously distinct approaches based on business size. All processes and workflows will now be consolidated in one central location within Ads Manager. This enhancement will allow businesses to upload subscriber lists post-onboarding and to choose marketing messages either manually or through Advantage+, with Meta’s AI models optimizing budgets for better performance.
The first of the two new features is an AI-driven chatbot known as Business AI. This tool will generate personalized product recommendations to customers to enhance sales opportunities. It can also follow up with customers, respond to inquiries, and provide updates directly within WhatsApp conversations. Initial rollouts of this feature will target select businesses in Mexico.
Additionally, the capability to receive voice calls from customers, previously limited to smaller businesses, is now being extended to larger enterprises. These businesses will be able to engage with customers who express a desire for live interaction or initiate calls to customers who have indicated interest in speaking with a representative.
WhatsApp Business is also set to introduce support for voice messages and video calls for certain applications, such as telehealth appointments. Meta indicated that this expansion of voice capabilities could eventually lead to AI-enabled voice support, although no specific timeline has been disclosed for this advancement.
