Meta’s looking to provide more business messaging options, as messaging usage continues to surge.
At its Conversations 2025 conference, which was held in Miami this week, Meta announced a range of new business messaging features, including business AIs in WhatsApp, and calling and voice options for larger brands.
It also announced some smaller tweaks, which may also be relevant to your business messaging approach.
First off, Meta announced that brands can now add a WhatsApp button to their Google Business Profile, enabling prospective customers to get in contact via WhatsApp direct from Google Search and Google Maps.
So now, you’ll be able to better align with messaging use, by showcasing your WhatsApp profile on your Google Business display.
It’s also giving WhatsApp users the ability to open links from businesses directly within WhatsApp.
As you can see from these example screens, users will soon be able to open direct links in a WhatsApp browser, eliminating the need to switch apps (which will also provide more data on response).
On another front, Meta’s also updating its pricing model for the WhatsApp Business Platform, with new “volume tiers,” so that business users have more pricing options to consider.
It’s also adding more outcome options to Click to Message ads:
“To help drive the outcomes that matter to businesses, we are making purchase and lead optimization available to our Ads that click to messages, and introducing value optimization for ads that click to Messenger to maximize ROAS. And with automatic-destination messaging ads, we can help your businesses meet your customers where they are by delivering ads that open to their preferred messaging app – WhatsApp, Instagram Direct, or Messenger.”
It’s also expanded the functionality of its WhatsApp Business tools, including the ability to use features available on the WhatsApp Business Platform and the WhatsApp Business App at the same time, while it’s also testing out native order tracking updates via WhatsApp from shopping platforms like Shopify, VTEX, and WooCommerce. Businesses can also now send one-time passwords and verification codes to customers on WhatsApp.
Messenger’s also getting some handy updates:
“For businesses using Messenger, we’re testing new calling features including the ability to see who is calling and whether it is from an ad, along with AI call summaries and transcription, so you have a record of what was discussed live.
Meta’s also rolling out some updates to its Cloud API and Marketing Messages Lite API options, to offer more business messaging features.
Some smaller updates, which could be relevant to your approach. And with people now sending a lot more messages than they post or share in their social media feeds, it could be worth digging into the various messaging business options now available.
