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With the rapid development of digital marketing, conversational commerce has become an important trend for businesses to interact with customers. This approach not only provides instant customer support but also enhances user engagement and satisfaction. In 2025, WhatsApp will launch a series of brand-new marketing tool features to help businesses attract potential customers more effectively and enhance brand influence.
1. Ads That Click to WhatsApp in Leads Objective
Introducing a new capability to generate leads. Ads that click to WhatsApp in leads objective enables advertisers to maximize the number of WhatsApp conversations they generate from their lead gen campaigns.
Benefits：
Generate leads on WhatsApp using the Lead Gen objective, then nurture those leads directly through the platform. You can also build a custom or lookalike audience based on the leads generated via WhatsApp. Stay tuned for more information on how to get started!
2. Enhancements for Live Video Ads
Live video ads allow businesses to promote their Facebook Live videos to a larger audience. reaching people who wouldn’t otherwise see their livestreams. Businesses can setup the ad to optimize for video views, messages or purchases. Soon, businesses will be able to:
Schedule a live video ad in Ads Manager that is sent for ad review before going live
* Opt to include reels placements for their live video ads
Benefits：
This solution tackles a major challenge for live video advertisers by minimizing ad ramp-up time for short-duration live videos, allowing ads to start delivering more quickly. It also enhances distribution by reaching a broader audience on registration platforms.
3. Website to Message Ads
Introducing a new ad format that makes it easy for people to message your business. Website to message ads enable advertisers to run a website ad, and add a “Chat on WhatsApp,” “Instagram” or “Messenger” CTA to the in-app browser “frame” around their landing page.
Benefits：
Provide potential customers the option to message your business if they’re not ready to make an immediate purchase. This flexibility allows them to reach out through their preferred messaging channel. You can easily add a “Chat on WhatsApp,” “Instagram,” or “Messenger” call-to-action to the in-app browser frame around your landing page, all without any technical implementation.
4. Reach more engaged audiences with quality improvements
Create more engaging marketing campaigns, delivered to people who are more likely to read them via frequency capping.
Benefits：
Reach more engaged audiences while gaining deeper insights into your performance. With Frequency Capping 1.0, users are limited to 10 marketing conversations weekly and 4 daily, launched globally. Frequency Capping 1.5 will restrict businesses to 2 marketing messages per conversation, rolling out globally on August 29. Frequency Capping 2.0 will introduce user-specific caps, available globally in the second half of the year. Additionally, an error code specific to quality will be launched in the coming weeks.
5. Instant Business Verification via Business Messaging Partners
Business Messaging Partners can leverage knowledge of their customers to fast track the business verification process by sending customer legitimacy signals directly to Meta and receiving a response in minutes.
Benefits：
Instant Business Verification streamlines the standard Meta business verification process, saving time and reducing the need for extensive customer support. Business Messaging Partners can choose to submit and track their verification requests via the WhatsApp Manager interface or utilize our API to create their own onboarding experience. Most submissions receive a response from Meta within minutes, ensuring a swift verification process.
6. On Behalf Of (OBO) to Embedded Signup Migration
Partners can now migrate “on-behalf-of” (OBO) accounts to our Embedded Signup shared account model at scale. This will unlock access to the latest Cloud API features and give businesses more control and access to help them scale their business with our partners.
Benefits：
Experience seamless solution switching for greater flexibility in sharing or unsharing your account with solution partners. Gain enhanced business controls by managing phone numbers, accessing insights, and creating message templates with ease. Plus, enjoy all the latest features available on the Cloud API platform.
7. WhatsApp Flows
Whatsapp will introduce new features for a simpler and more convenient consumer experience, including a range in calendar picker, product list images, item tagging in groups, and links for Terms & Conditions. Whatsapp will also focus on streamlining the Flows development process with improvements for managing, editing, and duplicating Flows, as well as connecting them to the Marketing API. Additionally, they’re testing a Flows entry point in Ads Manager to facilitate customized forms for ads that direct to WhatsApp.
Benefits：
Enhancing the customer experience leads to increased conversion rates and higher satisfaction levels. This, in turn, delivers a greater return on investment for your marketing campaigns.
8. Groups on Whatsapp Cloud API
Groups provide new ways to enable collaborative conversations with multiple people in one thread. This product helps your business start group conversations, add multiple people to one thread, and maintain conversation history and continuity.
Benefits：
Strengthen relationships with customers during longer sales cycles by bringing your team together to provide comprehensive support. This commitment fosters a culture of pride in your company and ensures continuous service. Stay tuned for more information on how to get started.
9. Multi-Solutions Conversation (MSC)
The multi-solution conversation capability allows businesses to leverage both first-party and third-party solutions, fostering deep, lasting relationships with consumers through a single, continuous engagement thread.
Benefits：
Account management allows multiple solution providers to access the same business account, while conversation management enables them to effectively handle the conversation threads with end consumers. Additionally, payments isolation ensures accurate pricing and billing for messages originating from their app, and template isolation guarantees that message templates created by one partner remain exclusive and inaccessible to others.
10. New Metrics and Insights
New metrics and insights will help provide businesses with a deeper understanding of the performance of their message templates on the WhatsApp Business Platform, and will be available on both WhatsApp Manager and the Template Analytics API.
Benefits：
Businesses gain deeper insights into how customers interact with their messages, allowing for better understanding of engagement. This capability enables them to easily contextualize and visualize results, highlighting the impact and identifying opportunities for optimization.
11. New Authentication Templates
We’re expanding our template library to include authentication and cover more common identity verification use cases. In a few clicks, businesses can create and use an authentication template to send messages. The template library is available in template creation flows via WhatsApp Manager and via API.
12. Authentication Message on Primary WhatsApp Device Only
Sending authentication messages on primary WhatsApp devices only provides more security when sending authentication messages on WhatsApp. Authentication messages are masked on linked devices, prompting users to view the message on their primary device.
Benefits：
Businesses can confidently send authentication messages on WhatsApp, assured that these messages will only be displayed on the primary WhatsApp device, enhancing security and user trust.
13. Custom & Lookalike Audience
Custom and Lookalike Audience targeting via CAPI CTWA will enable custom and lookalike audiences for ads that click to WhatsApp targeting. This product leverages ads that click to WhatsApp down-funnel outcomes, including both purchase and lead, sent by Conversions API for Business Messaging.
Benefits：
Advertisers can create Custom and Lookalike Audiences by selecting standardized events, i.e. lead/purchase.
Using Custom or Lookalike Audiences can help improve performance by reducing the cost per purchase or cost per lead for ad campaigns.
14. Dataset Creation for Conversions API
Dataset creation for Conversions API is now enabled via API to help partners simplify advertiser onboarding to Conversions API by creating datasets on behalf of their advertisers across all three messaging platforms. Partners are able to create these datasets by leveraging permissions requested from advertisers during the login step.
Benefits：
Permissions are requested from advertisers during the familiar login step, eliminating the need for additional actions afterward. This streamlines the process, as partners no longer have to build and maintain extra interfaces or login flows on their platforms. Additionally, it reduces operational costs by eliminating the need to manage multiple access tokens for various logins.
With the launch of these new features, WhatsApp will help businesses embrace new challenges and opportunities in 2025. Conversational commerce is not only a future trend but also the key to business success. Sign up for a free trial at chatalog.ai now and explore these new WhatsApp features to elevate your conversational commerce strategy in 2025!
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