WhatsApp Business Rolls Out Voice Calling, AI Tools, And Unified Ads In Major Update - Here’s What’s New

Meta has announced major upgrades to its WhatsApp Business platform at its annual Conversations event, which will enable brands to communicate more effectively with customers. Among the most significant updates is the rollout of voice calling capabilities, AI-powered business agents, and unified ad campaign management across Meta's platforms.

"This update turns WhatsApp into a full-scale business hub, not just a messaging tool," said Meta CEO Mark Zuckerberg at the event. "We're building AI business agents that will massively scale what small businesses can do in terms of sales and customer support," he added.

Voice Calling for Large Businesses

Meta is launching real-time voice calling for businesses using the WhatsApp Business Platform. Large brands can now receive or initiate calls directly within WhatsApp, improving customer service and providing faster live support.

Previously limited to small businesses, this Business Calling API now supports IVR menus, making it easy for users to navigate options. The voice calls use VoIP technology, means they rely on internet data instead of cellular networks.

Video calling and voice messaging features are also expected to launch soon, especially for industries like healthcare and education.

Smarter Ad Campaigns Across Meta

Meta is also making it easier for businesses to run ads on WhatsApp, Instagram, and Facebook from one place using Meta Ads Manager. Businesses can reuse existing creative assets and let Meta's Advantage+ AI optimize ad placements and budgets across platforms.

"You'll soon see ads even in WhatsApp Status," said Zuckerberg. "WhatsApp is becoming part of the customer acquisition funnel," he added.

The goal is to unify marketing efforts and help businesses scale faster without needing multiple tools or platforms.

AI Business Agents & Smart Recommendations

Meta is also pushing AI deeper into WhatsApp Business. It's introducing AI-powered agents that can answer questions, suggest products, and manage customer conversations in the brand's tone and style.

These AI tools can now be integrated into websites, and businesses can follow up via WhatsApp chats with personalized responses.

"In the near future, every business will have an AI agent, just like they have a website or social media account today," Zuckerberg added.

Currently, these AI agents are expanding into Mexico, with more markets expected soon. A new "AI-handoff" feature will also allow bots to escalate complex issues to human agents when needed.

Commitment to Privacy

To prevent misuse, Meta confirmed that businesses must get users' permission before making calls and follow strict privacy guidelines. Meanwhile, a new "Message Summaries" feature, powered by on-device AI, summarizes long chats without Meta accessing the content, ensuring user privacy.

With over 764 million monthly WhatsApp Business users globally, these updates mark a clear shift toward transforming WhatsApp into a full-service business communications and marketing platform.