WhatsApp Business users are set to gain two new functionalities, as announced by Meta on Tuesday during its global Conversations conference held in Miami. The enhancements are designed to better serve business needs, particularly for larger companies.
WhatsApp Business Introduces Two New Features
The first feature enables larger enterprises to engage in voice calls with customers. The second feature introduces an artificial intelligence (AI) chatbot termed Business AI, which is engineered to provide automated product recommendations to customers, aiming to enhance sales efforts. Both features are expected to roll out in the coming weeks.
In an official newsroom post, Meta emphasized its commitment to simplifying the way businesses formulate and manage marketing campaigns across its platforms, including WhatsApp, Facebook, and Instagram. This functionality will be available through Ads Manager.
To create a more cohesive experience, WhatsApp Business is unifying its platform by eliminating the distinct experiences previously designed for businesses of varying sizes. Setup and workflows will now be centralized within Ads Manager, allowing businesses to upload subscriber lists post-onboarding. They can choose to manually select marketing messages or utilize Advantage+, which integrates Meta’s AI models to optimize budgets for enhanced performance.
Regarding the newly introduced features, the Business AI chatbot will generate personalized product recommendations for customers, aiding in increasing sales. The chatbot is also capable of following up with clients, answering inquiries, and providing updates directly within the WhatsApp chat interface. Initial availability will be limited to select businesses in Mexico.
Previously, only smaller businesses had the ability to receive voice calls through WhatsApp’s Business console. Now, this functionality is being extended to larger businesses. These companies will be able to receive calls from customers upon request or initiate calls to customers who express a desire to speak with a representative.
Additionally, WhatsApp Business plans to introduce support for voice messages and video calls for particular scenarios, such as telehealth appointments. Meta indicated that the expansion of voice capabilities would ultimately set the stage for AI-enhanced voice support, although no specific timeline has been provided for this feature.
