In a move that significantly lowers the barrier to entry for high-fidelity communication, Meta is rolling out native voice and video calling directly on WhatsApp Web.
According to reports from WABetaInfo, the feature is currently available to select users enrolled in the beta program, with a wider rollout expected in the coming weeks. While the initial release supports one-on-one calls, the infrastructure is being laid for a much broader scope, with group calling for up to 32 participants and scheduled call links on the immediate roadmap.
The web client now mirrors the capabilities of the “fat client” desktop apps, supporting the same rigorous end-to-end encryption via the Signal protocol. This ensures that browser-based calls remain opaque to Meta and third-party interceptors, maintaining the platform’s security posture.
Furthermore, the inclusion of screen sharing transforms the web interface from a passive messaging terminal into an active collaboration tool. For the first time, Linux users, a demographic critical to enterprise IT but historically neglected by major UC vendors, have access to a fully functional, native-feeling communication suite without leaving their preferred operating system.
The friction of modern communication has always been the “install.” For years, the distinction between a casual chat and a formal business meeting was defined by the software required to host it. To send a quick message, one used a browser; to host a secure video call or share a screen, one needed a dedicated desktop application. WhatsApp is now blurring those boundaries.
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The Market Impact: UC, CX, and the CPaaS Shake-up with WhatsApp Calling for the Web
For the UC and CX markets, this development illustrates a change in the “build vs. buy” equation. The UC sector has spent the last decade convincing enterprises to centralize communication within “walled gardens” like Microsoft Teams or Zoom. However, the ubiquity of WhatsApp calling in the browser challenges this hegemony by offering a frictionless alternative for ad-hoc comms. It suggests a future for enterprise collaboration that involves a URL you visit rather than an app you open.
In the CPaaS (Communications Platform as a Service) space, this raises the bar for customer engagement. If a consumer can now initiate a secure, high-definition video call with a support agent via a web link, without downloading a plugin or an app, the expectation for seamless CX rises dramatically. Brands relying on clunky, proprietary web-chat interfaces may find themselves outpaced by the sheer familiarity and reliability of the WhatsApp infrastructure.
This moves WhatsApp from being a “Shadow IT” headache to a potential “Shadow UC” standard, forcing legacy vendors to reconsider how open their own ecosystems truly are.
The Strategic Imperative for IT and CX Leaders
For the CIO and the Customer Experience leader, the immediate reaction might be to scrutinize the security implications of browser-based calling. However, there are also opportunities to focus on workflow enhancements.
The “Gig Economy” and the rise of contract-based workforces have created a persistent identity management problem. How do you communicate securely with external contributors without provisioning expensive corporate licenses? This update provides a viable answer. A developer on a Linux machine or a marketing consultant on a borrowed laptop can now jump on a secure, encrypted call and share their screen with zero provisioning.
The challenge for IT leaders will be visibility. While the encryption is robust, the lack of central recording and auditing for browser-based calls creates a compliance blind spot for regulated industries such as finance and healthcare.
CX leaders, conversely, can view this as a green light to explore asynchronous-to-synchronous customer journeys. If your agents are already using WhatsApp Business for text, the ability to escalate to a video call within the same browser window, without switching tools, could significantly reduce average handling time (AHT) and boost first-contact resolution.
