Home » News » WhatsApp Update Lets Businesses Call Customers Directly

WhatsApp Update Lets Businesses Call Customers Directly

We may receive a commission from our partners if you click on a link and purchase a product or service on their website. Learn more

Written by

Updated on July 4, 2025

Phone screen showing WhatsApp Business page in app store

On July 1, WhatsApp announce new features for businesses during its Conversations conference in Miami, Florida. Specifically, large companies can now access the Business Calling API if they’re using the WhatsApp Business platform. This means they can make and receive calls from customers directly, improving the speed and efficiency for businesses to communicate with their audience.

The ability to voice call is just one of many new features from WhatsApp, helping businesses connect with their audience, promote their brand, and sell products through the world’s number one messaging service.

New Features Improve Customer Service

Go to the top

WhatsApp’s business products put small businesses and customers in touch with another, all from your phone. And, with the new voice calling feature, it’s easier than ever for businesses to resolve customer issues or reach out to consumers for feedback.

With the update, customers can call businesses directly if they need immediate support, or they can request a callback from the business, whether that’s through a voice call, voice message, or video call.

Meta shared an announcement about the new calling and voice options:

“Bringing calling and voice updates to the WhatsApp Business Platform will help people communicate in a way that works best for them and paves the way for AI-enabled voice support in the future.”

Previously only available to small businesses, the Business Calling API (part of the WhatsApp Business Platform) is now compatible with large businesses too.

WhatsApp Business users will be able to access these features today, with a wider release expected over the next few weeks.

What else is new with WhatsApp?

Meta is streamlining marketing campaigns and workflows across WhatsApp, Facebook, and Instagram, so you can manage it all from a central hub
WhatsApp will provide AI-powered business support, such as automated follow-ups to answer customer queries and product recommendations to boost sales
WhatsApp has rolled out new ad features in Status updates
Businesses can offer subscriptions through WhatsApp for exclusive content

Should You Use WhatsApp Business?

Go to the top

With more than two billion active users on WhatsApp, businesses should take advantage of the service to build and grow customer relationships. And, thanks to the new voice calling update, businesses of all sizes can access WhatsApp’s growing user base.

But how can you get started with WhatsApp’s business products?

The WhatsApp Business app is free-to-download and primarily supports small businesses engage with their target audience. The WhatsApp Business Platform is a better fit for growing and large brands that need to chat with a high volume of customers. To get started, I recommend filling out WhatsApp’s quick online form (which asks for your business information) to find the right solution for you.

Written by:

Emma Ryan Deputy Editor

Emma is Deputy Editor of MVF’s B2B brands, specializing in website builders, ecommerce, marketing, and vibe coding. Emma combines her wealth of knowledge and years of hands-on testing with a passion for helping small businesses and website owners navigate the highs and lows of being online. Her work has been featured in Newsweek, Digiday, TechRound, and Industry Today.