Meta Enhances Business Messaging with In-App Browsing, New Ad Optimizations

Meta has announced a series of new business messaging features across its platforms, furthering its investment in direct communication tools as messaging becomes a central mode of digital engagement. The updates were unveiled during Meta’s Conversations 2025 event, held this week in Miami.

Among the changes, businesses can now integrate a WhatsApp contact button directly into their Google Business Profile. This means users searching via Google Search or Maps can initiate a WhatsApp conversation with a brand without navigating away from the Google interface.

Meta is also introducing an in-app browser for WhatsApp, allowing users to open business links without leaving the app, and enhancing the call features already within the app. This move aims to streamline interactions and improve conversion tracking for businesses using WhatsApp as a sales or support channel.

The WhatsApp Business Platform is receiving a new pricing structure based on volume tiers, giving enterprises more flexible cost options. In addition, Meta is adding new performance objectives for Click to Message ads, including purchase, lead, and value optimization across WhatsApp, Instagram Direct, and Messenger. As Meta explained, these tools are designed “to help drive the outcomes that matter to businesses.”

E-commerce functionality is also expanding. Native order tracking within WhatsApp is being tested with platforms like Shopify, VTEX, and WooCommerce. Businesses will also be able to send verification codes and one-time passwords via WhatsApp.

Messenger is seeing upgrades as well, including experimental calling features like caller ID for ad-driven calls and AI-powered summaries and transcripts of conversations. Lastly, enhancements to Meta’s Cloud API and Marketing Messages Lite API reflect the company’s broader aim of making messaging a more versatile tool for customer engagement and service delivery.