In a strategic move to enhance its enterprise-oriented services, Meta announced during a special conference in Miami the launch of a comprehensive set of updates to WhatsApp Business. These updates aim to transform the platform into a fully integrated marketing tool supporting ads, artificial intelligence, and advanced communication capabilities.
Unified Ad Campaign Management Across WhatsApp, Facebook, and Instagram
Meta explained that businesses can now manage their advertising campaigns across WhatsApp, Facebook, and Instagram through a unified Ads Manager dashboard. This allows for a smoother experience using the same creative assets, budget tools, and campaign setup steps—whether targeting chats, statuses, or news feeds.
Smarter Campaigns with Advantage+
Registered businesses can now upload their subscriber lists and include WhatsApp as an additional ad placement, either manually through message-based ads or automatically using the AI-powered Advantage+ system. This system intelligently allocates budgets across platforms to maximize advertising performance.
Custom Ads for WhatsApp Status
Among the new updates, Meta introduced a feature that enables businesses to create custom ads for WhatsApp Status directly from Ads Manager. This opens a new promotional channel that helps companies engage with highly interactive audiences through visually rich and personalized content.
Business AI Assistant: Smart Replies & Seamless Shopping
To help manage the growing volume of incoming messages, Meta has begun testing a new smart assistant called “Business AI” on WhatsApp Business. It offers the ability to:
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Provide personalized product recommendations
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Assist in purchases through business websites
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Maintain customer communication within WhatsApp by answering questions, confirming orders, and offering shipping updates
Voice and Video Calling Capabilities for Enterprises
One of the most significant updates is the support for voice and video calls for large businesses. These companies will be able to:
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Receive customer calls directly via WhatsApp
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Make outbound calls when support is required
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Exchange voice messages
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Provide remote consultations and product demonstrations through video calls
Seamless Integration and Enhanced Technical Support
Meta confirmed its collaboration with selected partners to ensure smooth integration of these new features into the platform’s infrastructure. The company expects that these comprehensive updates will strengthen customer relationships, boost operational efficiency, and improve user experiences.
A Game-Changer for WhatsApp Business in 2025
Through these innovations, Meta reinforces its vision of transforming WhatsApp Business from a simple messaging tool into a comprehensive platform for customer service, marketing, and sales, powered by artificial intelligence and smart communication tools.
