Infobip adds voice calling to WhatsApp Business, expanding omnichannel capabilities

Enabling faster, trusted customer support with real-time voice calls inside WhatsApp

Mijo Soldin_VP Voice and Telecom Strategy at Infobip. Portal ERP South Africa. 

Global cloud communications provider Infobip has introduced WhatsApp Business Calling, a new feature that allows companies to initiate and receive voice calls directly through WhatsApp Business numbers. The launch marks a significant expansion of Infobip’s omnichannel offering, aiming to streamline customer engagement within one of the world’s most widely used messaging platforms.

The feature leverages WhatsApp’s native interface, allowing users to start calls from chats, interactive messages, or embedded deep links in websites and apps. For businesses, this offers multiple frictionless entry points to voice communication without forcing users to leave the WhatsApp environment. It also integrates with Infobip Conversations, the company’s cloud contact center solution, enabling support agents to switch from chat to voice calls while preserving the context and history of the conversation.

Industry analysts note that while digital chat has grown rapidly, voice remains essential for resolving complex customer issues that require real-time, human interaction. Infobip’s VP of Voice and Telecom Strategy, Mijo Soldin, emphasized the value of combining voice and messaging in a secure environment customers already know and trust.

Targeting sectors such as retail, finance, aviation, and eCommerce, WhatsApp Business Calling is available in global markets and aims to reduce resolution times while increasing customer satisfaction. Its integration with the WhatsApp Business Platform also provides consolidated reporting and billing features, helping businesses gain operational insights.

One of the standout aspects of the new offering is branded calling: verified business profiles can display a company name, logo, and checkmark during voice calls, features designed to boost trust, reduce fraud, and improve call answer rates. The functionality ties into broader efforts to establish secure, authenticated communication, and precedes Infobip’s planned launch of a Branded Calling ID (BCID) solution later this year.