Meta enhances WhatsApp Business app with AI-powered features

These updates, unveiled by CEO Mark Zuckerberg at the Meta Conversations conference in Brazil, include tools for creating click-to-WhatsApp ads and generating automated responses to frequent customer queries.

Zuckerberg emphasized Meta's vision to build a variety of AI agents that can assist businesses in customer interactions, not just a single AI assistant.

Any business should be able to quickly stand up an agent that can talk to your customers, provide support, and facilitate commerce,

he said.

The new features will allow WhatsApp Business users to:

• Create AI-Driven Ads: Generate Facebook and Instagram ads that initiate WhatsApp chats with businesses.
• Automate Customer Support: AI-powered responses to common questions about catalogs or frequently asked questions, currently being tested with select merchants in India and Singapore, with plans to expand to Brazil.
• Targeted Messaging: Use AI to send messages to specific customer segments, with Ads Manager suggesting suitable audiences for business updates beyond order notifications.

Meta plans to clearly label messages generated by artificial intelligence to provide transparency to customers.