WhatsApp is trialling video and voice calls for its web app, which would represent a major win for SME communications.
WhatsApp expert and blogger WABetaInfo has reported that the Meta-owned communications platform has added new call buttons to its web client. This means users will soon be able to access the same calling capabilities regardless of how they use WhatsApp, whereas it was previously limited to the mobile app or the PC or Mac app on desktop.
WABetaInfo wrote:
While WhatsApp has primarily focused on developing new calling features for mobile and desktop apps in these years, it now appears to be directing its attention toward the web client. Following the recent updates for WhatsApp Web beta, we discovered that WhatsApp is currently working on a new feature to bring voice and video calling to the web client!”
As illustrated by a screenshot shared by WABetaInfo, WhatsApp is testing the addition of voice and video call icons directly within group chats on its web interface, notably icons previously exclusive to the mobile app. This underlines WhatsApp’s intended move toward more unified and accessible calling functionality across devices and conspicuously builds upon its momentum as an SME-friendly comms app.
Why WhatsApp is the Comms Platform of Choice for SMEs
A Vodafone study last year found that WhatsApp is quietly the most popular enterprise comms platform in operation, especially among SMEs. This might have been surprising at face value given the popularity and depth of its competitors, but closer analysis highlights several compelling reasons why.
Although WhatsApp doesn’t offer the advanced security protocols or enterprise-grade functionalities found in platforms like Microsoft Teams or Zoom Workplace, it succeeds on the strength of a different value proposition; one that has made it a dominant force in the communication landscape. For many small and mid-sized businesses, WhatsApp has emerged as the preferred comms tool due to its intuitive interface, widespread global adoption in the consumer space, and, perhaps most importantly, its zero-cost barrier to entry.
However, WhatsApp continues to close the gap with the likes of Teams and Zoom by steadily introducing business-focused features. Recent updates include “Nearby Share” for easy file transfers, WhatsApp Communities for event organisation, enhanced voice chats supporting up to 128 participants, and call scheduling in group chats.
Meta has also announced interoperability for EU users, enabling WhatsApp messages to be accessed alongside third-party chats. Additional features like proactive notifications and cross-platform voice/video calling, planned for 2027, underscore Meta’s ambition to position WhatsApp as a more viable tool for professional and enterprise communications.
How Might Web Calling Better Support SME Communications?
Introducing enhanced voice and video calling features, such as the new call dropdown in chats and adding calling capabilities to the web interface, extends WhatsApp’s value to SMEs even further.
These updates reduce reliance on separate conferencing tools and make real-time comms more accessible across various devices. Workers can now seamlessly initiate calls from desktop browsers, enabling speedier internal collaboration and smoother interactions with clients or partners without switching platforms.
For SMEs with limited IT resources, this helps streamline communications and simplifies support and onboarding. It also opens the door for WhatsApp to function as a messaging app and as a lightweight UC solution.
For example, a retail SME can use WhatsApp’s new web-based calling features to quickly resolve stock issues between store managers and suppliers, all within the same platform used for order tracking and customer queries.
Meanwhile, a small marketing agency can leverage the feature to conduct spontaneous video calls with clients directly from group chats, simplifying project reviews without scheduling formal meetings or switching to another app. Both use cases underline how enhanced calling supports faster, more integrated workflows across devices.
As more features roll out, WhatsApp is positioning itself as a viable, cost-effective tool for SMEs looking to modernise without the complexity of enterprise-grade UC platforms.
