At the Conversations conference in Miami, Meta announced major updates to the WhatsApp Business Platform. The updates allow businesses to manage their marketing campaigns more integrated across WhatsApp, Facebook, and Instagram.
WhatsApp introduces new functionality for businesses
Meta has consolidated campaign creation and management across these platforms into a single dashboard through Ads Manager. Advertisers will be able to use the same creative assets, budget tools, and campaign flows when targeting chats, status updates, and news feeds.
With the new system, businesses will be able to upload subscriber lists, manually curate message-based ads, or optimize cross-platform with Meta’s Advantage+ AI technology. Ads will also be created and published on WhatsApp Status soon.
Meta has launched a pilot of its “Business AI” assistant to help businesses manage their increased chat traffic. This AI will track orders, answer questions, confirm orders, and provide delivery updates on WhatsApp, in addition to offering personalized product recommendations.
Voice and video calling features are coming to large businesses using the WhatsApp Business Platform. Businesses will be able to answer voice calls from customers and respond to those requesting live support. The platform will offer voice messaging and video calling for use in areas such as telehealth consulting and product launches. Meta is working with select business partners to integrate these features.
Meta says the new features will strengthen businesses’ customer relationships and increase operational efficiency. As updates are implemented, businesses are encouraged to share their experiences.
