WhatsApp has just rolled out its highly anticipated Business Calling API, enabling brands to offer voice calls directly within the same WhatsApp thread used for messages. This update isn't just about adding voice, it's about transforming how businesses engage with their customers. Here's everything you need to know, including real-world use cases and how ConvoFlow is gearing up to integrate this powerful feature.
On July 1, during Meta's Conversations event, WhatsApp announced the launch of the WhatsApp Business Calling API. This new capability allows customers not only to message but also to call businesses directly within the same WhatsApp thread, making it a one-stop solution for conversational commerce, support, and lead management.
WhatsApp Business Calling
Key Features of WhatsApp Business Calling API
Customer-Initiated Voice Calls
Users can now initiate calls from a business chat. The business has the option to accept, reject, or end the call — all within the WhatsApp interface.
Business-Initiated Calls (With Consent)
For a business to initiate a call, explicit consent must be received via a message. Businesses can:
- Request permission and call once the customer agrees
- Use template messages with a call button, allowing the customer to respond with a call at their convenience
Call Icon Control
Businesses can toggle the visibility of the call icon based on their availability or operating preferences.
Interactive Messages with Time-to-Live (TTL)
These allow businesses to control when a customer can call, including expiration periods for response windows, aligning with business hours or campaign timing.
Business Hours Configuration
Set specific hours during which calls can be received, ensuring you remain available only when your team is equipped to handle them.
Call Deep Linking
Businesses can now embed call links within websites or apps, letting customers directly initiate WhatsApp calls with a single click.
In-Call IVR Support (Interactive Voice Response)
Customers can navigate menus using an in-call dial pad or interactive templates, enabling sophisticated routing and faster resolution without needing to switch platforms.
Customer Support and Communication
Real-World Use Cases Already in Action
WhatsApp highlights three success stories:
Banco PAN (São Paulo‑based financial services firm), partnering with Blip, saw a 4× increase in loan conversion rates by managing loan inquiries from message to voice in one thread.
Cartão de Todos, a major social discount program in Brazil, achieved a 26% higher conversion rate and 50% reduction in call-handling time, using the click-to-call feature and seamless support.
Redcliffe Labs, with Exotel, improved customer satisfaction — CSAT up by 22% and NPS up by 50% — by offering combined messaging and voice support in a single chat thread.
What This Means for You — Through ConvoFlow
At ConvoFlow, we're integrating the Business Calling API to give you unified voice and messaging experiences, so your customers can connect instantly and confidently. Here's how it benefits you:
Lead Conversion
A call button empowers customers to address high-value queries instantly — boosting closure rates and credibility.
Customer Support
Resolve complex issues via voice when texting falls short, enhancing resolution speed and satisfaction.
Seamless Experience
Keep everything in one thread — no switching between platforms or losing conversation context.
Enhanced Trust
Voice conversations build stronger relationships and trust, especially for high-value transactions or complex support issues.
The Future of Conversational Business
This is just the beginning. As the API matures, expect broader use cases from appointment scheduling and feedback collection to full-service conversational journeys entirely within WhatsApp.
The integration of voice calling into WhatsApp Business API represents a significant shift toward truly unified customer communication. Businesses can now offer the convenience of messaging with the personal touch of voice calls, all within a single, familiar platform.
Ready to explore WhatsApp Business Calling API for your business? Our team at ConvoFlow is here to help you integrate this powerful new feature. Get in touch today!