Meta just shared what’s next for WhatsApp at their Conversations conference in Miami. If you run a business on WhatsApp, here’s what you need to know:
Centralized marketing campaigns
Businesses will soon be able to manage their entire marketing including ads and budgets for WhatsApp, Facebook, and Instagram all in one place: Ads Manager.
This means that businesses of all sizes can use the same creative, set up flows, and manage budgets from one central dashboard.
Once onboarded, businesses can upload subscriber lists and either manually select messages or use Meta’s Advantage+ placement tools.
The integrated AI systems will help optimize budgets and placements for better performance.
For now, businesses interested in using Ads Manager for WhatsApp can join the waitlist via Status.
Key points:
- Unified ad management across WhatsApp, Facebook & Instagram via Ads Manager
- Single creative/budget system with AI-powered placement optimization
- Coming soon: Status ads creation in Ads Manager
Expanded AI support
As more customers interact with businesses via WhatsApp, there’s a greater need for efficient, scalable support. Meta is testing Business AI tools that can make personalized product recommendations, respond to FAQs, and provide status updates directly within WhatsApp chat.
These AI capabilities can also follow up with customers and help businesses manage large volumes of incoming chats.
Meta has already launched Business AIs in limited markets and plans to expand these tools to more businesses in Mexico soon.
Key points:
- New Business AI for product recommendations & sales facilitation
- Automated customer follow-ups via WhatsApp chats
- Expanding to more Mexican businesses soon
Call and voice support
Text messaging remains core to WhatsApp, but some businesses need more ways to connect. Over the coming weeks, larger businesses will gain access to new calling features via the WhatsApp Business Platform.
This includes receiving calls directly from customers, calling customers back, and sending voice messages for extra support.
These features are helpful for complex products, health-related conversations, or simply when customers prefer to speak to someone in real time. Businesses interested in exploring AI-enabled voice support will also find new tools making a way for more natural customer communication.
- Platform businesses can now receive/make customer calls
- Voice messages & video calls (e.g., for telehealth) coming soon
- Future roadmap includes AI voice support
What’s Next
Meta says these updates aim to help businesses strengthen customer relationships and run their operations more efficiently. From streamlined ads to AI-powered chats and voice calls, WhatsApp is evolving into a full-service business hub.
Businesses that want to get started with centralized campaigns, Business AI, or calling features can sign up for early access via Meta’s official website.
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