Just Eat has launched WhatsApp ordering capability, allowing customers to browse menus and build baskets entirely within the messaging app.
It is the first UK aggregator app to introduce the feature, which leverages Just Eat’s AI to “interpret natural, conversational requests and deliver tailored recommendations”. Users can “chat just like they would with friends or family” and make requests such as ‘I need dinner for four, with veggie options’ or ‘Find me the best burgers nearby’ and be served suggestions from which they can build a basket.
Customers can order from any of Just Eat’s 100,000 UK partners directly through WhatsApp, with the Just Eat app used for the final, secure payment step.
“As convenience becomes ever more important, we’ve been finding new ways to meet customers where they already are,” said Jörg Gerbig, chief corporate development officer at Just Eat Takeaway.
“WhatsApp is one of the UK’s most popular apps and this development, powered by our AI assistant, means our customers can access our thousands of partners across retail and grocery, all through sending a few messages,” he added.
The WhatsApp integration is powered by Just Eat’s in-house built AI assistant, the same technology behind the platform’s AI voice ordering feature, which launched in the UK in January. The UK launch of WhatsApp follows initial trials in Spain in May.
“We’re delighted that Just Eat Takeaway.com continues to pioneer conversational commerce on WhatsApp across Europe,” said Derya Matras, vice president, EMEA at WhatsApp parent company Meta.
“After becoming the first food delivery platform in the region to launch direct ordering on WhatsApp in Spain, it’s exciting to see this experience now roll out to the UK – one of Europe’s largest delivery markets,” Matras added. “This expansion shows how WhatsApp is becoming the go-to platform for businesses to meet consumers where they already are, turning everyday conversations into seamless commerce moments.”
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