Voice Calling Comes To WhatsApp Business Accounts

WhatsApp will soon let large businesses make and receive voice calls directly through the platform, as Meta expands its commercial communications offering with AI-driven tools and centralised marketing features.

Live Voice Calls Now Coming to the WhatsApp Business API

Until now, only small businesses on WhatsApp could speak to customers using voice messages or voice calls. Larger businesses, e.g. typically those using the WhatsApp Business Platform API, were limited to text-based messaging. However, Meta (WhatsApp’s owner) says that’s about to change. Meta has confirmed that over the coming weeks, voice calling will roll out for enterprise users, allowing companies to speak directly to customers and receive inbound calls within WhatsApp itself.

Receive Live Customer Voice Calls, and Call Them Back

Meta unveiled the new capability during its annual Conversations conference in Miami on 1 July, describing it as a response to increasing demand for more natural, flexible customer engagement options. The update means businesses using the API will soon be able to receive live voice calls from customers, as well as call them back, which is an option not previously available even in limited pilot tests.

For example, a telecoms provider could use WhatsApp to answer a customer’s technical query via chat, then (seamlessly) escalate to a live voice call when the situation requires real-time dialogue. Similarly, banks, or travel agents could offer consultations and problem resolution through a channel many consumers already use daily.

A Step Towards AI Voice Agents

While Meta has framed this as a way to support human-to-human conversations, the addition of voice to the business platform also appears to be a way to lay the groundwork for AI-driven voice assistants. For example, companies can already integrate with third-party providers like Vapi, ElevenLabs or Phonic to create AI voice agents capable of handling simple customer service tasks. By enabling voice pipelines in WhatsApp, however, Meta is opening the door to broader automation opportunities, thereby potentially reducing call centre overheads and offering round-the-clock support in natural language.

This move aligns with Meta’s wider strategy of embedding AI capabilities across its business tools.

In a blog post published on 1 July, the company said: “There also might be times it’s helpful to provide additional support to customers beyond just a text. Bringing calling and voice updates to the WhatsApp Business Platform will help people communicate in a way that works best for them and paves the way for AI-enabled voice support in the future.”

The Scale of WhatsApp Business

Crucially, WhatsApp Business has quietly become a key revenue generator for Meta. For example, over 200 million monthly users now rely on the platform globally, with Meta monetising the service through click-to-WhatsApp advertising and per-message fees for businesses. Analysts estimate that WhatsApp and Messenger business messaging generated over $10 billion in run-rate revenue for Meta in 2024 alone.

By adding richer tools like voice and AI, Meta appears to be looking to move beyond basic customer service into full-stack sales and support. Voice, therefore, adds a missing layer to the communication stack and helps differentiate WhatsApp from rival platforms such as Apple Business Chat or Google Business Messages, which focus more on text-based interaction.

Video, Voice Messaging and AI Follow-Ups Also Coming

It seems that voice calling isn’t the only new feature. For example, businesses on the WhatsApp API will also be able to send and receive voice messages, while some sectors (e.g. remote healthcare) will gain access to video call functionality. This is expected to enable new use cases, from live consultations to virtual product demos.

Meanwhile, Meta is expanding its AI-powered product recommendation tool. The system, currently being piloted with merchants in Mexico, uses AI to suggest items on a business’s website and then follows up with customers directly in WhatsApp. For example, if a user browses for trainers on a brand’s website, WhatsApp could later prompt them with related offers or updates, using AI to manage the entire conversation.

Although AI features are free for now, Meta has hinted that monetisation may follow once adoption scales. This reflects the model already used with messaging and click-based advertising, where usage thresholds determine costs.

Centralised Marketing Across Meta Platforms

In addition to in-app improvements, Meta is rolling out a centralised campaign management system allowing businesses to run marketing campaigns across WhatsApp, Facebook and Instagram from a single place. This integration with Meta’s Ads Manager platform includes tools for uploading contact lists, targeting customers with personalised messages, and letting Meta’s Advantage+ AI automatically optimise ad spend across channels.

For businesses already using multiple Meta services, this consolidation could mean significant efficiency gains. Creative assets, budget controls, and campaign setup flows are unified across all placements, including WhatsApp’s Status (the app’s equivalent of Instagram Stories), which is now open for ad placements for the first time.

Scaling Its Service

These changes aim to make WhatsApp a more versatile platform for doing business, not just chatting. According to Meta, the updates will enable more seamless interactions and give customers greater flexibility in how they engage with brands. From the business side, voice and AI tools help scale service without scaling headcount, while new campaign features streamline cross-platform marketing.

For example, a retailer could run a sale campaign across Facebook and Instagram, then retarget interested users via WhatsApp with AI-powered follow-ups and even offer voice support to complete the purchase.

Also, it seems that customer expectations are shifting. For example, a Salesforce survey (2023) found that 61 per cent of consumers now expect real-time service from the brands they deal with. Meta’s WhatsApp enhancements reflect this demand for immediacy, particularly in regions where WhatsApp is the dominant form of digital communication.

What About Privacy, Cost and Competition?

Despite the benefits, some concerns remain. Privacy is a recurring issue when AI and voice come together, particularly in business contexts. Meta has said little about how voice data will be stored, processed or encrypted, and whether AI agents would have access to customer audio in real time. Critics argue that without clear guardrails, businesses risk unintentionally mishandling sensitive information.

Costs are another open question. For example, while many features are being introduced without additional charges, Meta has a history of monetising its business tools after initial rollouts. Once adoption grows, businesses could find themselves paying for AI features, voice usage or higher-tier access to campaign tools.

Competition is also heating up. Apple, Google and various regional players are investing heavily in conversational commerce and AI-driven service layers. WhatsApp’s popularity in markets like Brazil, India and Indonesia gives Meta a head start, but richer features alone won’t guarantee long-term dominance.

Industry observers also note that Meta’s voice strategy may not appeal to every business. For example, some companies prefer to deflect live voice conversations to lower-cost channels such as chatbots or email. Also, while voice may improve service quality, it also requires staff availability and scheduling, thereby making it less scalable for some use cases.

Where It Goes From Here

Meta’s latest WhatsApp update does appear to reflect a broader push to turn the world’s most popular messaging app into a full-scale business platform. With over 2 billion users and deep integration across Facebook and Instagram, the infrastructure is already in place. The question now is how businesses will adopt (and ultimately pay for) these new capabilities, and how customers will respond to a growing blend of AI, ads, and automation within their daily chat experiences.

What Does This Mean For Your Business?

What’s clear is that Meta is steadily transforming WhatsApp from a messaging app into a comprehensive, AI-enhanced business tool, and one that spans marketing, sales, and customer service. For UK businesses, particularly those already embedded in the Meta ecosystem, these updates offer new channels for connecting with customers on their terms, using real-time voice, video, and AI-led engagement. The ability to unify WhatsApp with Facebook and Instagram marketing under a single campaign manager could also simplify workflows and improve return on ad spend.

At the same time, the introduction of live voice support changes the dynamics of customer service, potentially raising expectations among consumers while creating new pressure points for businesses. However, not every organisation will have the staffing or operational models to support on-demand voice calls. For those that do, especially in regulated or service-heavy sectors like finance, healthcare, or utilities, the feature could improve trust and responsiveness, if used with care.

There are also unanswered questions about how data is handled behind the scenes, particularly where AI voice agents are concerned. UK firms will need to watch closely for clarity on data storage, GDPR compliance, and whether Meta’s approach will meet domestic privacy standards. Any missteps here could undermine confidence in the system, especially among privacy-conscious users or sectors bound by tighter regulatory requirements.

For competitors, the race is on to match or outmanoeuvre Meta’s rapid AI integration but, with WhatsApp already installed on millions of UK smartphones, Meta has a head start in terms of user reach and familiarity. The challenge now will be ensuring that the platform remains trusted and accessible, even as it becomes more commercially driven.