iWorld
Chat360, Meta team up to launch WhatsApp voice for enterprises
MUMBAI: Chat360 has dialled up its global ambitions with a new partnership with Meta that brings WhatsApp business voice calling to enterprises worldwide. The move plugs live, intelligent voice conversations straight into the world’s most popular messaging app, giving businesses a fresh way to connect with customers without switching screens or systems.
The integration places high-quality voice calling inside Chat360’s unified conversational platform, which already supports WhatsApp, Instagram, Facebook Messenger and website chat. Brands can now blend voice, text and AI-driven automation in one place, creating smoother customer journeys from first ping to final resolution.
The new feature lets enterprises handle real-time issues through personalised voice interactions, cut response times with AI-guided call flows and trigger instant sales calls from WhatsApp campaigns. Companies can run voice and text support side by side, keep lines open round the clock and store call data directly within their CRM, ticketing or analytics tools.
Retail, ecommerce, BFSI, real estate, healthcare, education and travel firms stand to benefit most, especially where quick and meaningful customer conversations drive business outcomes.
With Chat360 already serving more than 300 enterprises across several countries, the rollout is available immediately to all customers using WhatsApp Business API through the platform. The low-code system means teams can activate voice calling without technical expertise, while multilingual support helps brands localise experiences for every market they serve.
The feature is powered by Chat360’s native integration with Meta’s approved WhatsApp Business API and supported by AI-led conversational flows, sentiment analysis, automated routing and a secure, compliance-ready infra. The result is a setup that trims manual work, boosts productivity and keeps customer touchpoints consistent.
Chat360 founder and CEO Sunnyraj Agarwal, said the launch strengthens the company’s mission to help brands connect with customers in the moments that matter. WhatsApp is a global favourite for everyday communication, he noted, and this partnership sharpens Chat360’s ability to drive conversational commerce at scale.
With this collaboration, voice, messaging and AI meet on a single stage, giving enterprises a fresher, faster and more human way to talk to the world.
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
