Meta adds business voice calling to WhatsApp, explores AI-powered product recommendations

In a significant development for its business platform, WhatsApp is set to enhance its offerings with new AI capabilities. On Tuesday, the company announced that it will enable large enterprises to connect with customers through voice calls, marking a pivotal expansion of its business suite. This new feature will not only facilitate direct voice communication but also allows WhatsApp to explore the integration of AI-driven voice agents. Currently, WhatsApp Business boasts over 200 million active users each month, making it a crucial revenue source for Meta, the platform’s parent company. Executives have previously highlighted the profitability of WhatsApp through click-to-WhatsApp ads and fees charged to merchants for messaging services. While WhatsApp does not currently impose fees for its AI features, there is speculation that a pricing model may emerge once these capabilities gain traction. Presently, small business accounts can already utilize voice chat, but this functionality is newly accessible to larger accounts through the API in the coming weeks. This means that customers will soon be able to initiate voice calls to businesses and receive callbacks, a feature that was not available during earlier trials. WhatsApp has also indicated plans to introduce a mechanism for clients to send and receive voice messages from businesses. This advancement will enable companies to implement AI-powered voice agents using tools from startups like Vapi, ElevenLabs, Coval, or Phonic, enhancing customer service experiences. Moreover, the platform is rolling out an AI-enhanced chat support feature, which has been successfully tested and is now being expanded to more merchants in Mexico. In addition to voice capabilities, WhatsApp is looking into utilizing AI for product recommendations on merchant sites, following the trends of various venture-backed startups that offer personalized suggestions. Meta has stated that after an initial interaction, its AI can handle follow-up inquiries and provide updates via WhatsApp, ensuring a seamless customer experience. These updates are beginning to roll out to business users now, with plans to extend them to the broader user base in the near future.