Meta is doubling down on business messaging, unveiling several new features at its Conversations 2025 conference in Miami this week. The updates include AI-powered tools, new pricing tiers, and deeper integration with Google and e-commerce platforms — all aimed at helping brands tap into the growing trend of messaging over social media posts.
WhatsApp integration with Google Business Profile
One of the standout updates is the ability for businesses to add a WhatsApp button directly to their Google Business Profile, allowing potential customers to message them via WhatsApp straight from Google Search or Maps. This move aligns with how users are increasingly using messaging apps for inquiries and purchases.
Meta is also introducing an in-app browser for WhatsApp, letting users open links from businesses without leaving the app — offering a more seamless experience and more insights for businesses.
New WhatsApp pricing and ad optimizations
On the commercial side, Meta is revamping the WhatsApp Business Platform pricing model, introducing volume tiers that give companies more flexibility. Additionally, businesses can now optimize Click-to-Message ads for purchases, leads, and even return on ad spend (ROAS). Automatic-destination messaging ads are also rolling out, directing users to their preferred messaging app — whether WhatsApp, Messenger, or Instagram Direct.
Enhanced e-commerce and order tracking
Meta is testing native order tracking updates via WhatsApp for merchants on Shopify, VTEX, and WooCommerce. Brands can also send one-time passwords and verification codes through WhatsApp — further embedding the app into the customer journey.
Updates for Messenger and more
For Messenger, Meta is experimenting with calling enhancements, such as caller identification (including whether the call came from an ad), AI-generated call summaries, and call transcriptions to keep a record of conversations.
Additional updates include improvements to the Cloud API and Marketing Messages Lite API, expanding capabilities for developers and marketers.
Why it matters
With messaging apps surpassing social feeds in user engagement, these updates give brands more tools to connect with customers in real time. Whether through optimized ads, seamless order updates, or AI-powered interactions, Meta’s business messaging suite is evolving to meet modern customer expectations.
As messaging becomes an integral part of the customer experience, businesses of all sizes may find these features crucial to staying competitive.