Meta today unveiled major upgrades to its WhatsApp Business platform, opening new channels for brands and customers to connect. At the global Conversations conference in Miami on July 1, 2025, Meta’s executives detailed the rollout of voice calling for large businesses, the exploration of AI‑powered voice agents, and plans to bring AI‑driven product recommendations to the app techcrunch.com.
Under the new offering, businesses registered with approved WhatsApp Business Solution Providers like Infobip, Twilio, or Wappbiz can make and receive voice calls directly within the WhatsApp app. Customer‑initiated calls are free, and businesses can call back users who have opted in, provided they request permission within strict limits—one permission request per customer every 24 hours and a callback made within 72 hours of approval thetimes.co.uktechlabari.com. Calls use WebRTC technology to ensure high‑quality voice over IP without connecting to traditional phone networks.
Alongside voice calling, Meta is testing AI‑powered voice agents that businesses can integrate via startups such as Vapi, ElevenLabs, Coval, or Phonic. These agents can handle routine inquiries, process orders, and qualify leads by understanding context and recalling past interactions. They operate within the WhatsApp interface and can escalate to live agents when needed. This shift promises to move customer service from a reactive model to a proactive, intelligent engagement system capable of scaling for millions of users newsbytesapp.comthetimes.co.uk.
Meta also previewed plans for AI‑driven product recommendations. By analyzing user preferences and past purchases, a Business AI could suggest items or services that match a customer’s needs. These recommendations would appear in chat threads and could link directly to an online storefront or order form, helping brands convert conversations into sales without leaving the app socialmediatoday.com.
To help large enterprises manage these new tools, WhatsApp Business now offers centralized campaign management in Meta’s Ads Manager. Brands can create, approve, and deploy marketing messages across WhatsApp, Facebook, and Instagram from a unified dashboard. They can upload subscriber lists, select creative assets, and set budgets in one place. Meta’s Advantage+ AI system will then optimize spend across channels to maximize reach and engagement, while built‑in analytics provide insights on campaign performance in real time about.fb.com.
These updates arrive as WhatsApp Business surpasses 200 million monthly active users and serves as a key revenue driver for Meta through click‑to‑WhatsApp ads and messaging fees. Meta’s move to add voice calling and AI features reflects its broader strategy to deepen WhatsApp’s role in commerce and customer service, while preserving end‑to‑end encryption for privacy techcrunch.commoneycontrol.com.
Despite these advances, businesses must navigate technical setup steps—linking phone numbers, configuring call routing, and integrating with their CRM or contact center systems. They should also plan for compliance and quality control, especially when deploying AI agents that handle sensitive customer data.
Short Analysis
These enhancements mark a significant step in WhatsApp’s evolution from a messaging app into a full‑service business platform. Voice calling adds a personal touch that text alone cannot match, while AI agents promise faster, around‑the‑clock support. However, brands will need to balance automation with genuine human interaction to maintain trust. The centralized campaign tools could streamline marketing workflows, but success will depend on how well businesses leverage Meta’s AI optimizations without sacrificing creativity or brand voice.
