WhatsApp Business just got busier. At its Business Summit in Mumbai on September 24, the platform showcased upgrades that push commerce and customer care right inside the chat window. From WhatsApp Business payments and tap-to-call support to centralised ad campaigns and better discovery in the Updates tab, the focus is simple: help people and businesses connect faster, resolve issues sooner, and close sales without friction.
In This Article
What’s new and why it matters
Small businesses can now share QR codes with one tap and accept payments inside the WhatsApp Business app. Customers complete checkout using their preferred method without leaving the thread. That reduces drop-offs, shortens the path to purchase, and keeps post-sale conversations in one place.
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For complex queries, in-app calling support lets people call larger businesses from within WhatsApp or receive a call when they have asked for it. Voice messages are coming next, followed by video calls for use cases like telehealth. Several brands are exploring WhatsApp Business Platform AI assistants that speak over calls to resolve routine queries at scale.
Centralised campaigns in Ads Manager
Businesses in India can now plan, create, and track campaigns for WhatsApp, Facebook, and Instagram inside Ads Manager. They can upload subscriber lists, reuse creatives, and pick WhatsApp as an additional placement. With Advantage+, Meta’s AI can allocate budgets across placements to improve performance. The promise is a single planning surface and fewer toggles scattered across apps.
Ads and discovery in the Updates tab
The Updates tab, which includes Status and Channels, is getting commercial attention. Brands can run WhatsApp Ads in Status, while creators and companies can promote channels. Popular names are already testing the Status tab promoted channels. These surfaces sit outside your chats, so conversations remain uncluttered while discovery grows.
App plus Platform, together
Smaller teams often begin on the WhatsApp Business app, then hit scale problems during campaigns. A new option allows them to use the app and the Business Platform at the same time on the same number. Keep day-to-day chats, calls, and Status updates on the app. Offload spikes and automations to the API. That flexibility supports seasonal traffic as well as steady growth.
Citizen services on chat
Government adoption continues to rise. State administrations such as Odisha, Maharashtra, Andhra Pradesh, and Tamil Nadu use official WhatsApp chatbots to deliver key services. The Andhra Pradesh government’s Mana Mitra now offers hundreds of citizen services and has been used by millions for quick access in multiple languages. Messaging is no longer only for shopping or support. It is becoming a front door for public utilities.
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Quick takeaways for teams
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Reduce checkout taps with QR-based payments inside chat
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Offer human help with in-app calling support when issues get complex
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Consolidate budgets using centralised campaigns in Ads Manager
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Grow reach with WhatsApp Ads in Status and promoted channels
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Blend the WhatsApp Business app with the Platform to handle surges and automation
Our view
WhatsApp is tightening the loop from discovery to conversion to care. The features are not flashy, yet they chip away at the last bits of friction that keep chats from becoming complete customer journeys. The winners will be teams that set clear handoffs between automation and people, then measure response times with the same rigor they apply to ad ROAS.
