When WhatsApp quietly rolled out its new in-app translation feature to some Android beta users in 2025, most people saw it as a win for casual conversations and travel plans. But there’s another group that should be paying very close attention: small businesses.
WhatsApp Business is already a lifeline for millions of entrepreneurs across Africa, Latin America, and Southeast Asia. From clothing vendors in Lagos to tour operators in Nairobi and digital freelancers in Cairo, the app enables direct, real-time customer engagement. Now, with built-in translation, the growth potential just got a major upgrade.
Until now, cross-border communication on WhatsApp required copy-pasting messages into Google Translate or relying on browser extensions. That extra step often slowed down conversations—or worse, led to miscommunication. With WhatsApp’s new translation tool, small businesses can respond to inquiries in multiple languages from within the app.
That means a boutique in Ghana can now confidently respond to a Spanish-speaking customer in Mexico, or a tech repair shop in Uganda can assist a French-speaking traveller without switching apps.
Unlike Instagram, WhatsApp’s end-to-end encryption has always made real-time translation tricky. To preserve privacy, the app now uses on-device language packs, ensuring that your messages are translated locally without ever leaving your phone. That’s a big win for businesses handling sensitive customer information.
It also aligns perfectly with privacy-conscious industries like healthcare consultations, legal services, and fintech—where secure multilingual communication is essential.
And that’s where businesses can get ahead—by being early adopters. Offering multilingual support in just two or three widely spoken languages could give you a competitive edge in regional and international markets.
In a world where 72% of customers are more likely to buy from a brand that communicates in their language (according to CSA Research), this feature opens doors. It allows businesses to go beyond borders, tap into diaspora communities, and reduce friction in customer interactions.
While competitors like Telegram and Signal still lack this functionality, WhatsApp just made its business version even more indispensable.
For small businesses looking to scale—translation isn’t just a convenience. It’s a strategy.
