Delivery platform Just Eat Takeaway has launched a new feature in Europe which allows food and retail ordering on WhatsApp.

The discovery, selection and ordering process takes place on the WhatsApp chat with the application used for the final payment step.

This marks an industry first of an integrated ordering experience on WhatsApp in Europe as the brand aims to solidify itself as a technology frontrunner in the convenience economy.

The new feature is designed as a custom-built solution for a complete chat-to-basket experience and aims to meet the demand of users who want to order in a familiar way.

Mert Öztekin CTO of JET said: “By introducing Europe’s first WhatsApp ordering flow, JET are not just adding a new channel; we are redefining the paradigm of convenience.

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“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. We are proud to be the first to market in Europe, proving that JET is at the absolute forefront of AI-driven transformation.”

This feature is powered by JET’s application’s AI assistant, which can interpret conversational and less structured input to provide relevant restaurant and retail recommendations.

This service will be initially tested in the Netherlands and Spain in Q2 2026, with JET exploring further improvements and expansion in more countries and other Meta platforms.

The move comes as delivery apps are ramping up their features, with Deliveroo recently unveiling two new upgrades.