Imtiaz Bellary, Co-founder and Managing Director of Engati, is leading the charge in redefining customer engagement by introducing India’s first AI-powered WhatsApp Business Calling solution, in collaboration with Meta. With deep expertise in conversational AI and customer experience transformation, Bellary highlights how this innovation seamlessly integrates messaging and voice interactions, creating personalised and frictionless communication experiences for customers across various sectors
- What inspired Engati to bring WhatsApp Business Calling to India in partnership with Meta?
At Engati, we’ve always believed that great customer experiences start with removing friction. If you look at how customers interact today, they spend more time on WhatsApp than anywhere else, but most brands still rely on IVRs, callbacks, or disconnected chatbots. When Meta introduced Business Calling, it felt like a natural extension of our mission: to bring human-like, conversational experiences right into the platforms people already trust. India has always been an early adopter of messaging-led engagement, so launching here first just made sense.
- How do AI Voice Agents enhance the overall customer journey on WhatsApp compared to traditional support methods?
Traditional support methods often force customers to switch channels – often across digital and offline channels – chat here, call there, wait in a queue. What we’ve built bridges that gap. With Voice Agents on WhatsApp, the conversation stays in one place. A customer can start by messaging, then seamlessly shift to a voice call without repeating context or waiting for a human agent. The AI agent understands their language, their intent, and even when they interrupt mid-sentence. That continuity transforms support from a transactional experience into something far more personal and effective. This seamlessness stays constant whether the user continues the conversation on chat or on a voice call.
- What makes this solution a global first, and how is it different from existing conversational AI tools?
This is the first time businesses can combine AI-powered voice calls and messaging within WhatsApp itself, without needing any additional apps or call centers. Unlike traditional bots that only handle text or scripted IVR flows, these agents can engage in free-flowing, multilingual conversations that feel natural. It’s also not just an automation tool but an intelligent assistant that can answer nuanced questions, empathize, help discover possibilities and complete transactions, all within the same session.
- Could you elaborate on the technology powering these AI Voice Agents and how they ensure accuracy and personalisation?
Under the hood, the solution brings together several layers: firstly, an agentic AI implementation which is thoughtfully orchestrated for multiple touchpoints and capabilities. Secondly, an automated speech recognition and translation setup trained on diverse Indian and global accents. Thirdly, an LLM that personalizes and provides computational power to the assistant. But technology is only part of it- an enabler. What makes the experience personal is how we design each journey, using industry-specific templates, real-time data integrations, and continuous feedback loops. That means every voice agent can adapt to a brand’s tone, learn from live conversations, and improve over time.
- What types of businesses or sectors stand to benefit the most from this new WhatsApp calling feature?
We see early traction in industries where timing and trust are critical. Healthcare providers are using it to book appointments and follow up on care plans. Banks and insurers are helping customers complete applications or renewals faster. Education brands are using it to engage and onboard students. And in retail, it’s proving valuable for closing high-intent sales or confirming cash-on-delivery orders. In short, any business that relies on personal touchpoints can benefit from bringing voice into the messaging flow.
- How significant is Engati’s presence among the first 50 global WhatsApp Voice customers, and what does this say about India’s position in the AI innovation space?
Being among the first 50 globally is both humbling and validating. It shows that innovation isn’t just happening in Silicon Valley, India is right at the forefront of conversational AI adoption. For us, it’s an opportunity to help Indian enterprises set benchmarks for the rest of the world, whether that’s in multilingual support, scalability, or customer trust. This launch is proof that when technology and local insight meet, you can build something globally relevant.
- What’s next for Engati in terms of AI-driven customer experience and global expansion?
Voice on WhatsApp is an important milestone, but it’s just the start. Over the next year, we’re focused on making our AI agents omnipresent- so whether a customer calls, chats, or messages on any platform, they get the same intelligent, contextual experience. We’re also expanding deeper into North America, the Middle East, and Latin America, bringing our learnings from India to a wider market. The goal remains the same: to help brands create conversations that convert and build loyalty at scale.
