Meta’s latest WhatsApp Business Platform update is one digital marketers shouldn’t ignore. Unveiled at the Conversations 2025 event in Miami, it rolls out a fresh wave of tools aimed squarely at making WhatsApp more than just a messaging app.
It’s a serious move. With over two billion users already on the platform, Meta is now folding WhatsApp into its full-service marketing and engagement ecosystem, right alongside Facebook and Instagram.
WhatsApp Joins Meta’s Campaign Control Room
You can now run WhatsApp campaigns through the same Meta Ads Manager dashboard that powers your Facebook and Instagram ads. That means fewer logins, cleaner workflows, and one central place to manage creatives, placements, and budget.
For marketers juggling multiple audiences and formats, this alone is a time-saver. Add in Advantage+ AI, which automatically tests combinations of creatives, placements, and segments, and you’ve got a low-lift way to drive conversions across three massive platforms.
You’ll also be able to run ads inside WhatsApp Status. Think of it like Instagram Stories but with more direct reach and less noise. It’s a prime space for product launches, one-day promos, or urgency-based messaging.
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AI Is No Longer Just a Support Agent
Meta’s new Business Assistant tools take conversational marketing to another level. These aren’t bots that just dish out FAQs. They recommend products based on customer behaviour, guide users through checkout flows, and continue chatting post-purchase.
The whole experience stays inside the thread. No app-switching. No drop-off between browse and buy. For mobile-heavy markets and time-strapped users, this could be game-changing.
Mexico’s getting the rollout first, with global expansion on the horizon. Meta is positioning WhatsApp as a platform where the entire buyer journey can happen in-chat, from first click to completed transaction.
(Related: AI Chatbots for Customer Support: What Marketers Should Know)
More Than Messages: Now You Can Call
The update also brings voice and video capabilities to the WhatsApp Business Platform. Businesses can now receive or place calls if a customer opts in, making it easier to solve complex issues or have meaningful conversations quickly.
You can also send and receive voice messages, which adds flexibility when texting back and forth feels clunky. For industries like finance, telehealth, or B2B services, where personal interaction still matters, this opens the door to richer, more human communication.
No need to rely on third-party call systems anymore. WhatsApp is becoming a real-time engagement tool, not just a chat box.
What Comes Next: AI That Can Talk Back
Meta’s end goal is voice interactions powered by AI that feel natural, not robotic. You won’t need a team of agents answering every call if the assistant can step in with smart, relevant responses.
For marketers, this adds yet another touchpoint to personalise, automate, and scale. One that feels less transactional and more like a conversation with real weight.
If you’re already using WhatsApp to engage your audience, this is your cue to think bigger. The tools are here. The audience is already listening.
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