Meta Platforms unveiled its most extensive upgrade yet to the WhatsApp Business Platform at the company’s Conversations 2025 conference in Miami, adding voice and video calling for large enterprises, AI-powered customer-service agents and product recommendations. The calling feature, previously limited to small firms, will reach big businesses through an API in the coming weeks and supports voice notes and outbound calls once a customer requests contact. The company is also integrating WhatsApp campaigns into Meta’s Ads Manager, letting marketers run and optimise ads simultaneously across WhatsApp, Facebook and Instagram. Meta said more businesses in Mexico will gain access to its Advantage+ AI tools for automated product suggestions, while India—WhatsApp’s largest market with about 500 million users—remains a testing ground for new commerce features. WhatsApp Business now counts roughly 200 million monthly users and has become a key revenue line for Meta, which already earns from click-to-WhatsApp ads and paid messaging. From 1 July the platform switched to per-message billing, a change analysts say could raise costs for companies that rely heavily on the service while encouraging them to fine-tune the volume of promotional traffic.