WhatsApp has evolved beyond a mere messaging application to become a premier platform for business engagement. Recently, Meta hosted its fourth annual business messaging event in Miami, unveiling significant product updates designed to further empower businesses in their customer conversations.
Ads Manager Centralises All Ads Across WhatsApp, Facebook, and Instagram
As WhatsApp is set to introduce ads in Status and Channels, WhatsApp ads will also become manageable through Ads Manager, which previously only handled campaigns for Facebook and Instagram. Following the streamlining of marketing strategy workflows, businesses of all sizes can now use the same creative assets, setup flows, and budgets on a single, centralised Ads Manager platform. Once onboarded, businesses can upload their subscriber lists and either manually select marketing messages as an additional placement or utilise Advantage+, allowing Meta’s AI systems to optimise budgets across placements for maximised performance.
Calling and Voice on WhatsApp for Larger Businesses
Beyond text messaging, providing call support can sometimes be more beneficial for customers. In the coming weeks, larger businesses on the WhatsApp Business Platform will gain access to calling features. When customers wish to speak with a live representative, large businesses can directly receive calls from customers on WhatsApp; or directly call a customer on WhatsApp once the customer has requested contact.
Soon, WhatsApp Business API will additionally support voice messages or video calls to assist more industries, such as a telehealth appointment. Bringing these calling and voice updates to the WhatsApp Business Platform will enable communication in a way that best suits users, and pave the way for future AI-driven voice support.
Businesses looking to 1 on 1 video calling can integrate the WhatsApp Business API via Omnichat. As early as during the pandemic, Luk Fook Holdings (International) Limited (Lukfook Jewellery) leveraged Omnichat’s 1-on-1 virtual shopping feature to allow customers to explore the exquisite jewellery without leaving home. Not only do jewellery consultants deliver a seamless and personalised shopping experience with warmth under the pandemic, but they also convert WhatsApp into an exclusive VIP room for each customer, and consolidate the leading position of Lukfook Jewellery in the market.
Business AI on WhatsApp and Messenger
Business AIs are set for expansion, with Meta soon extending their availability to more businesses in Mexico. Beyond this, Meta is actively exploring a Business AI capable of delivering personalised product recommendations and facilitating sales directly on any business’s website. This AI could then seamlessly follow up with customers, providing answers or updates right within a WhatsApp chat.
Businesses looking to implement AI-driven solutions within their WhatsApp conversations can now leverage Omnichat AI Agents to build a highly customised AI team, including Smart Shopping Agent enhances conversions by providing personalised product recommendations, AI Customer Service Agent delivers 24/7 support, etc. These AI Agents combine the strengths of Omnichat’s native AI with the power of LLMs from OpenAI, Google, Meta, Anthropic, Deepseek and AWS, etc.
Webview on WhatsApp
Webview functionality within WhatsApp will enable users to securely interact with businesses’ websites directly within the chat interface, thereby enhancing the shopping experience both on and off WhatsApp.
Live Shopping on Messenger
Live Shopping on Messenger will offer a streamlined purchasing process for customers. While watching a live video on Facebook, customers can click on featured products to initiate an order with just a few taps. Upon clicking “place order,” they are securely redirected to a Messenger thread containing a direct link to complete checkout via their preferred payment provider directly within the app.
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