Meta expands AI customer support to WhatsApp Business for small firms in India

Meta says it has launched “Business AI” on WhatsApp Business in India, aiming to give small businesses an AI-powered way to handle customer questions inside the messaging app itself. The feature is designed to let merchants respond around the clock, without installing or managing separate customer-support tools, according to a Meta Newsroom announcement dated May 15, 2026.

Business AI is intended to run within WhatsApp Business for small and medium-sized businesses that meet Meta’s eligibility requirements. Meta says the product is available in all native languages used in India and can be tailored to a business using its own information, including what it shares in its WhatsApp Business profile and catalog.

Once enabled, Meta says Business AI can help with common customer needs such as answering frequently asked questions and providing information about products and services. Meta also positions the tool as more than support, saying it can assist with queries related to pricing, discounts, shipping, and more, while also helping with lead capture, appointment booking, and sales through WhatsApp conversations.

Meta says the AI can hand off to a business owner when a query becomes complex or requires a specific response. It also says businesses stay in control at all times, including the ability to take over the conversation, adjust how the AI works, or disable the feature entirely.

A key part of Meta’s plan is in-chat commerce. Meta says that, starting soon, Business AI will add the ability to facilitate payments directly within a WhatsApp chat using UPI, India’s instant payments system. Meta did not provide additional details in its announcement on which payment flows will be supported or which categories of businesses will be prioritized for the payments rollout.

Meta’s announcement cites a Kantar study from 2025 to frame the market opportunity: it says 91% of online adults in India chat with a business on a weekly basis, and that messaging is the preferred channel for interacting with businesses. Against that backdrop, Meta argues that small merchants often struggle to keep up with high volumes of inquiries when they do not have enough staff to cover evenings and peak demand.

Meta also pointed to early merchant examples. Soil Concept, described as a 100% plant-based personal care brand, said it was losing potential customers when messages arrived outside business hours, and that after adopting Business AI it saw conversions rise to 80% to 90%. The company also said it has grown its customer base to over 15,000 customers.

Another example, The Purple Sunset, a customized gifting business, said it had trouble managing 60 to 70 daily customer queries alongside other operations. It reported that it could close 6 to 7 orders daily through AI-handled conversations and that sales increased by 40%, with room for further growth.

Meta did not publish a full list of eligibility criteria, nor did it describe technical performance metrics such as accuracy rates, containment of escalations, or typical response times. The announcement also did not clarify when UPI payments will become available to all eligible businesses, or what merchants will need to connect on the backend to enable the payment capability. Any results cited from individual merchants should be treated as anecdotal proof points rather than guaranteed outcomes for every business.