WhatsApp Business launches voice calling and AI tools

News Snapshot

• WhatsApp Business API gains real-time voice calling
• Meta rolls out centralized marketing campaigns
• New AI support has been added

Meta's enterprise version of messaging platform, WhatsApp, has been given an upgrade, with (yep, you guessed it) more AI capabilities.

WhatsApp Business now enables large enterprises both receive and initiate voice calls via its Business Calling API, Meta announced. The feature was previously limited only to smaller accounts.

This upgrade uses VoIP, so calls run over internet data rather than cellular networks - in other words, it consumes less metered 'phone' data, and also better integrates with the WhatsApp user experience and is especially beneficial in a sales context.

Moreover, this approach means integrated AI systems can be embedded in such calls, enabling features like automated calling with realistic AI voices provided by ElevenLabs, for example.

Meta noted that brands using the service must secure user consent and follow Meta’s privacy guidelines to protect against spam.

Alongside this voice-calling upgrade, Meta is streamlining campaign management by centralizing its ad creation for Facebook, Instagram, Messenger, Threads and WhatsApp in Ads Manager.

Through this centralized platform, businesses can upload subscriber lists, choose placements in a single workflow or leverage Advantage+ AI to optimize budgets and targeting across channels. Also, ads for WhatsApp Status will join the mix soon, Meta added.

Meta also announced today that it would be adding direct messaging (DMs) to its Threads platform.

Meta is expected to expand its Business AI tools to more markets and use cases, in the near future, including implementations like in-chat product recommendations and automated follow-ups on any website.