Meta brings voice calling to WhatsApp Business: How it will help small businesses connect with customers better

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Meta is expanding WhatsApp Business capabilities with a new voice calling feature aimed at helping businesses—especially small ones—improve customer communication. The company on Tuesday announced that it is rolling out voice calling via API for large businesses, with additional tools for both small and enterprise users, as part of its broader AI-powered business suite strategy.

Voice calling for businesses

While voice communication has long been available for personal users and small businesses, WhatsApp has now confirmed that larger businesses will also gain access to voice calling through its Business API. This means companies will soon be able to place calls to customers and also receive calls—something that wasn’t possible during early testing phases in 2023. Over the next few weeks, the voice API rollout will allow businesses to integrate calling functionality into their customer service systems.

This move is expected to improve real-time engagement, offering a faster and more personal way for customers to resolve issues or inquire about services, rather than relying on chat-based communication alone.

AI-powered voice agents and customer support

With the API in place, Meta is opening the door for AI-powered voice agents to handle customer interactions. Using platforms such as Vapi, ElevenLabs, Coval, or Phonic, businesses can set up automated voice pipelines that manage incoming calls and offer assistance without human intervention. These voice agents could be used to answer FAQs, process orders, or offer guided support—freeing up time and resources for smaller companies.

Additionally, WhatsApp said it will soon allow users to send and receive voice messages from businesses, adding another layer of convenience for users who prefer voice over typing.

Product recommendations powered by AI

Beyond voice, Meta is also deepening its AI integration across the WhatsApp Business suite. The company is testing AI-powered product recommendations that can guide users to relevant items on a merchant’s site, based on their preferences and interactions. These AI tools will also be able to respond to follow-up queries and send updates directly via WhatsApp.

A chat-based AI assistant—initially piloted with select merchants in Mexico—is also expanding to more users. This assistant is capable of handling basic customer service and outreach efforts, helping businesses respond faster and more efficiently.

Rollout timeline

The updates are being rolled out to business users starting today and will become more widely available in the coming weeks. While the AI features are currently free, Meta may consider monetising them once they reach broader adoption.