During the Meta Conversations 2025 Conference in Miami, Meta introduced a significant upgrade of the WhatsApp Business Platform to enable businesses to better engage with customers across messaging, marketing, and customer care.
So, with greater use of AI tools, centralized campaign management and new voice features, this update really transforms WhatsApp into a more powerful customer engagement channel — particularly for businesses that are trying to expand their operational use of personal, real-time communication.
Here’s a breakdown of the WhatsApp Business Update’s new features and what they mean for businesses of all sizes.
Centralized Campaign Management Across WhatsApp, Facebook, and Instagram
Meta is simplifying the process for businesses to coordinate their marketing efforts on WhatsApp, Facebook and Instagram. Today, all campaigns can be created and managed end-to-end in Meta Ads Manager, with a one-stop shop for both creative assets, setup flows, and how you choose to allocate your budget.
Businesses of all sizes can:
- Upload their subscriber list
- Choose WhatsApp messages as an additional placement manually
- Or use Advantage+, Meta’s AI-powered optimization system, to automatically distribute budgets across channels for best performance
In addition, WhatsApp Status Ads will soon be available for creation and management directly within Ads Manager, further aligning WhatsApp with existing ad workflows on Facebook and Instagram.
This unified system simplifies campaign execution while giving businesses more control over cross-platform messaging.
Expanding What AI Can Do for Business Messaging
To help businesses manage growing chat volumes, Meta is expanding access to Business AI tools. These tools are being rolled out first in Mexico, with broader availability expected in the near future.
New AI capabilities include:
- Making personalized product recommendations based on user interactions
- Assisting with purchases on a business’s website
- Following up with customers directly through WhatsApp chats
These AI enhancements are designed to enable scalable, context-aware communication — giving businesses the ability to deliver more relevant experiences without manual intervention.
The initiative marks a deeper push into conversational commerce, where AI plays an active role in driving transactions and nurturing customer relationships.
New Calling and Voice Features for Larger Businesses
In recognition that some customer support needs go beyond text, Meta is adding voice and video capabilities to the WhatsApp Business Platform.
Larger businesses will now be able to:
- Receive voice or video calls from customers who prefer live interaction
- Initiate calls to customers, provided they have opted in
- Send and receive voice messages for support and follow-up
- Conduct video calls for use cases such as telehealth, onboarding, or remote consultation
These additions allow businesses to offer real-time, human support within WhatsApp itself. Meta also confirmed that these features pave the way for AI-enabled voice support in the future, which could allow automation of common customer interactions via voice.
Businesses interested in enabling these new capabilities can work with an official WhatsApp partner to get started.
Conclusion
The July 2025 update marks a significant evolution in the WhatsApp Business Platform. By unifying campaign tools, expanding automation with AI, and introducing live voice and video support, Meta is positioning WhatsApp as a central pillar in business communication strategy.
These tools offer more than convenience — they’re designed to help businesses strengthen relationships, increase efficiency, and scale customer engagement across every step of the journey.
As these features roll out globally, businesses that understand and adopt them early will be better equipped to meet modern customer expectations in real time — directly within the messaging platforms their audiences already use.
FAQ’s
1. What new features are expected in the WhatsApp Business 2025 update?
Meta is adding centralized ad management via Ads Manager, AI for product suggestions and follow-ups, WhatsApp Status Ads, and voice/video calling support.
2. How will the 2025 update improve automation and customer support tools?
AI will now handle product recommendations, guide purchases, and send automated follow-ups, helping businesses manage chats more efficiently.
3. Will there be enhancements to product catalogs or payment options in 2025?
No direct catalog or payment updates were announced, but AI will improve how products are suggested and purchased in chat.
4. How might the security features evolve in WhatsApp Business 2025?
No new security features yet, but all new tools will follow WhatsApp’s existing encryption and privacy standards.
5. Are there plans to expand WhatsApp Business API capabilities in the upcoming update?
Yes, features like voice/video calls, AI tools, and ad integrations will be available through the Business API via official partners
