Consumers are more likely to send messages than to post something on social media. Meta is responding to this. During the Conversations 2025 conference in Miami, the platform announced several new features for business communication via WhatsApp and Messenger. This makes companies even more accessible, exactly where their customers are searching and clicking.
WhatsApp now visible in Google search results
A notable innovation is the integration of WhatsApp with the Google Business Profile. Customers can now contact businesses directly via WhatsApp, straight from Google Search or Google Maps. This allows companies to expand their reach at moments when customers are actively searching.
Additionally, the ease of use within WhatsApp is being improved. Users will soon be able to open links from businesses directly in the app, without switching applications. This also provides businesses with greater insight into customer responses.
More control over ads and costs
Meta is also adjusting the pricing model of the WhatsApp Business Platform. With so-called "volume tiers," companies gain more flexibility in their cost structure.
Click to Message ads receive additional optimization options. Consider purchase-oriented or lead-oriented goals. Also new: automatic destination messages. These ensure that an ad automatically appears in the customer's preferred app—WhatsApp, Instagram Direct, or Messenger. This increases the likelihood of interaction and conversion.
Messenger features and tools are becoming smarter.
Messenger itself will receive new features. Users will soon be able to see who is calling and whether the call is coming through an advertisement. AI technology will add summaries and transcripts, making it easier to capture and review conversations.
At the same time, the WhatsApp Business tools are being expanded. Businesses can now combine features from both the Business App and the Business Platform. There is also integration with Shopify, VTEX, and WooCommerce, allowing customers to track orders directly through WhatsApp.
What does this mean for companies?
The growth in messaging usage calls for better and faster communication tools. With these updates, Meta makes business messaging more accessible, insightful, and efficient. This allows companies to communicate more directly and personally, exactly when the customer wants.