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Just Eat Takeaway.com will launch Europe’s first integrated food ordering service on WhatsApp during the second quarter of 2026.
The pilot will begin in the Netherlands and Spain, allowing users to search for meals and build their baskets entirely within the messaging platform.
The system utilises the company’s in-app AI assistant to interpret natural language, enabling customers to request specific meals or cuisines through conversational chat.
While the discovery and selection process occurs within WhatsApp, users are redirected to the Just Eat Takeaway.com app to complete the final payment step.
The trial marks a shift for the delivery provider from using WhatsApp as a customer support channel to a primary ordering interface.
The company stated the technology is designed for “high-intent” users who prefer a familiar messaging environment to find restaurant recommendations and place orders.
Management expects the expansion to reinforce its global app strategy by integrating delivery services where consumers spend their digital lives.
The business is also exploring further improvements and potential expansion to other countries and Meta-owned platforms following the initial rollout.
Mert Öztekin, chief technology officer of Just Eat Takeaway.com, said: “By introducing Europe’s first WhatsApp ordering flow, Just Eat Takeaway.com are not just adding a new channel; we are redefining the paradigm of convenience. This innovation is a core component of our evolution from a transactional menu application into a truly intelligent AI Life Assistant that understands customer intent in real-time.”
Geraldine Bouma, country director Benelux at Meta, added: “Chatting to businesses to check travel plans, make a reservation or browse a catalogue is already a way of life for many people around the world. We’re excited that more people in Europe will soon have the opportunity to use WhatsApp to order food and get things done.”
