Miami - At the Conversations 2025 conference, Meta announced new AI-driven features for its business messaging platforms, WhatsApp and Messenger.
The updates include integrating business AIs into WhatsApp and expanding calling options. These enhancements aim to improve user engagement and monetization for businesses.
Meta is also updating its WhatsApp Business Platform pricing model, transitioning to a per-message pricing structure from July 1, 2025. Utility template messages within the 24-hour customer service window will be free.
Click-to-Message ads are being enhanced with new outcome options, including optimization for purchases and leads. Automatic-destination messaging ads will direct users to their preferred messaging app.
Businesses can now use features on both the WhatsApp Business Platform and the WhatsApp Business App simultaneously. Meta is testing native order tracking via WhatsApp from platforms like Shopify.
Messenger updates include new calling features, such as AI call summaries and transcription. Meta is also rolling out updates to its Cloud API and Marketing Messages Lite API.