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Investing.com -- Meta announced new features for businesses using WhatsApp at its global Conversations conference in Miami on Monday.
The company is introducing centralized marketing campaigns that allow businesses to manage their marketing strategy across WhatsApp, Facebook (NASDAQ:META), and Instagram from a single location in Ads Manager. This update enables businesses to use the same creative assets, setup flows, and budgets in one central place.
Businesses can upload subscriber lists and either manually select marketing messages as an additional placement or utilize Advantage+, Meta’s AI system that optimizes budgets across placements to maximize performance. Once available, businesses will also be able to create ads in Status through Ads Manager.
To help businesses handle increased customer inquiries, Meta is exploring a Business AI feature that can make personalized product recommendations and facilitate sales on a business website, then follow up with customers in WhatsApp chats. The company plans to expand Business AIs to more businesses in Mexico soon.
Meta is also adding new communication options to the WhatsApp Business Platform. In the coming weeks, larger businesses using the platform will be able to receive calls from customers who want to speak with someone directly, or call customers who have requested contact. Voice messages and video calls will also be added to the platform, which can be useful for services like telehealth appointments.
These calling and voice updates lay the groundwork for AI-enabled voice support in the future. Businesses interested in implementing calling features can work with Meta’s partners.
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