Just Eat Takeaway pilots WhatsApp ordering in Spain and the Netherlands

Just Eat Takeaway.com is adding WhatsApp as a new ordering channel in Europe, starting with a pilot in Spain and the Netherlands. The flow lets customers browse food and retail options inside a WhatsApp chat, get tailored suggestions from conversational AI, and then complete checkout in the Just Eat app.

WhatsApp ordering pilot lands in Spain and the Netherlands

The new option is being rolled out over the coming months, with Spain and the Netherlands named as the first markets in the pilot. Just Eat says the experience is built around conversational ordering rather than a static menu browse: customers can send a request such as a meal idea or food type and receive suggestions back in chat.

The company is describing the feature as a food and retail ordering option, widening the channel beyond standard restaurant delivery. How broad that retail element will be, and which categories it will cover, is not yet clear.

Chat prompts, AI recommendations, then checkout in the app

The WhatsApp flow is designed to start with simple prompts. A customer might message something like “pizza for four” or “healthy lunch nearby,” then get recommendations tailored to that request.

From there, the handoff moves to the Just Eat app for checkout. WhatsApp handles discovery and recommendation, but payment happens in the Just Eat app.

Customers still leave WhatsApp to finish the purchase.

Retail scope and rollout timing still need clarity

Just Eat has not spelled out how widely the pilot will be available during the rollout window. The exact launch date is also not clear, beyond the plan to expand over the coming months.

The company has also left some open questions around the broader structure of the WhatsApp experience. It is not yet clear whether the ordering flow sits inside a dedicated business account, a chatbot, or another WhatsApp interface.

Availability outside Spain and the Netherlands is still unconfirmed.

Disclaimer: This article was created with the assistance of AI. Images are for illustrative purposes only.