Meta Adds More Business Messaging Features

Meta is poised to enhance its business messaging capabilities, responding to the increasing demand for messaging solutions. During the recent Conversations 2025 conference in Miami, the company unveiled a suite of new features designed to empower businesses in their communication strategies. Among the highlights are the introduction of business AIs on WhatsApp and enhanced calling and voice functionalities tailored for larger brands.

New Features for Business Messaging

In addition to these major updates, Meta has rolled out several smaller yet impactful adjustments that could refine your business messaging approach. One significant enhancement allows brands to integrate a WhatsApp button into their Google Business Profile. This feature enables potential customers to initiate contact via WhatsApp directly from Google Search and Google Maps, streamlining the communication process.

Furthermore, WhatsApp users will soon have the ability to open links from businesses directly within the app. This functionality will facilitate a smoother user experience by eliminating the need to switch between applications, ultimately providing businesses with more data on customer responses.

On the pricing front, Meta is revising its model for the WhatsApp Business Platform, introducing new “volume tiers” that offer businesses a broader range of pricing options. Additionally, the company is enhancing Click to Message ads by adding more outcome options, such as:

  • Purchase Optimization
  • Lead Optimization
  • Value Optimization for ads that click to Messenger

These enhancements aim to maximize return on ad spend (ROAS) and ensure that businesses can effectively reach their customers through their preferred messaging platforms—whether that be WhatsApp, Instagram Direct, or Messenger.

Meta is also expanding the functionality of its WhatsApp Business tools. Businesses can now utilize features from both the WhatsApp Business Platform and the WhatsApp Business App simultaneously. The company is testing native order tracking updates via WhatsApp from popular shopping platforms like Shopify, VTEX, and WooCommerce. Additionally, businesses can send one-time passwords and verification codes to customers through WhatsApp, further enhancing security and convenience.

Enhancements to Messenger

Messenger is not left behind in this wave of updates. Meta is currently testing new calling features that will allow businesses to identify incoming calls and determine if they originated from an advertisement. The introduction of AI-driven call summaries and transcriptions will provide businesses with a record of discussions, ensuring that important information is captured and easily accessible.

Moreover, Meta is rolling out updates to its Cloud API and Marketing Messages Lite API, which will introduce additional business messaging features. As messaging continues to outpace traditional social media interactions, businesses are encouraged to explore the diverse messaging options now available to enhance their communication strategies.

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Meta Adds More Business Messaging Features