Meta is enhancing its business messaging capabilities, launching new features at the Conversations 2025 conference. Key updates include the introduction of business AIs on WhatsApp, enhanced calling and voice functionalities for larger brands, and the ability to integrate a WhatsApp button into Google Business Profiles. WhatsApp users will soon open business links directly within the app, improving user experience. Meta is revising its pricing model for the WhatsApp Business Platform with new “volume tiers” and enhancing Click to Message ads with more outcome options like Purchase Optimization and Lead Optimization. Businesses can now use features from both the WhatsApp Business Platform and App simultaneously, and Meta is testing native order tracking updates via WhatsApp from platforms like Shopify. Businesses can also send verification codes through WhatsApp. Messenger updates include new calling features for businesses, AI-driven call summaries, and enhancements to the Cloud API and Marketing Messages Lite API.