Meta Unveils AI-Powered Business Agent to Automate Customer Engagement Across WhatsApp, Messenger, and Instagram
Announced at Conversations in London, Meta’s new Business Agent aims to help companies automate customer interactions, generate leads, recommend products, and close sales across its messaging platforms.
Mark Zuckerberg, founder and CEO, Meta.
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Meta has unveiled its new Meta Business Agent at its Conversations event in London, introducing an AI-powered tool designed to help businesses manage customer interactions at scale across WhatsApp, Messenger, and Instagram.
The company describes the Business Agent as a virtual extension of a company’s team, capable of engaging with customers around the clock, answering business-specific questions, recommending products, booking appointments, qualifying leads, and supporting sales processes.
“Since I spoke to you last year, we’ve seen a major AI acceleration. Models are advancing faster and super intelligence is now in sight. We’ve built the Meta Superintelligence Lab and just launched Muse Spark, powering better products for our businesses and our community. A couple of years ago, I said every business would have an AI agent, just like you all have an email address, a website, and a social media account. And that’s happening faster than I expected,” Mark Zuckerberg, founder and CEO, Meta, said in a video statement.
“Today, I want to introduce Meta Business Agent, giving every business, of any size, an agent to talk to customers and help run your operation. Now, a clothing shop in Birmingham or a bakery in São Paulo can offer the same always-on, highly-personalized experience as a major brand. More than a million businesses already use our agents on WhatsApp and Messenger. And we’re excited to expand to more countries and bring them to Instagram as well.”
According to Meta, more than one million businesses are already using Business Agents on WhatsApp and Messenger. The rollout is now being expanded globally to businesses of all sizes, allowing companies to set up an agent within minutes or integrate it directly into existing enterprise infrastructure.
The AI-powered assistant can communicate with customers in their local language while reflecting a company’s preferred tone of voice. Businesses can also determine when conversations should be escalated to human team members for additional support.
Meta is extending the capability to Instagram, enabling businesses to manage customer engagement across another major channel where consumers increasingly interact with brands.
The launch comes as more than one billion people connect with businesses daily across WhatsApp, Messenger, and Instagram, creating what Meta sees as an opportunity to deliver more personalized customer experiences from the first interaction.
Initially available free of charge, the Business Agent will become part of Meta’s paid subscription offerings in the coming months, with pricing options tailored to businesses of different sizes.
Businesses can activate their Business Agent here.
The company is starting this project with a select number of businesses on the WhatsApp Business app, Instagram Pro, Messenger, and Meta Business Suite. Join the waitlist here.
Meta isalso introducing the Meta Business Agent Platform: a new agentic platform that gives businesses the infrastructure to build, customize and deploy their Business Agent at scale.
It allows businesses to connect to a growing suite of hundreds of systems like Shopify, Zendesk and Shopee giving Business Agents the ability to take action on behalf of the business.
The platform provides larger businesses with enterprise-grade controls, guardrails and measurement built in so they can define rules and offer personalized experiences, starting within the messaging apps their customers already use.
For businesses using WhatsApp, this works alongside Meta’s Business Platform – and it supports Messenger and Instagram as well.
Meta has unveiled its new Meta Business Agent at its Conversations event in London, introducing an AI-powered tool designed to help businesses manage customer interactions at scale across WhatsApp, Messenger, and Instagram.
The company describes the Business Agent as a virtual extension of a company’s team, capable of engaging with customers around the clock, answering business-specific questions, recommending products, booking appointments, qualifying leads, and supporting sales processes.
“Since I spoke to you last year, we’ve seen a major AI acceleration. Models are advancing faster and super intelligence is now in sight. We’ve built the Meta Superintelligence Lab and just launched Muse Spark, powering better products for our businesses and our community. A couple of years ago, I said every business would have an AI agent, just like you all have an email address, a website, and a social media account. And that’s happening faster than I expected,” Mark Zuckerberg, founder and CEO, Meta, said in a video statement.
“Today, I want to introduce Meta Business Agent, giving every business, of any size, an agent to talk to customers and help run your operation. Now, a clothing shop in Birmingham or a bakery in São Paulo can offer the same always-on, highly-personalized experience as a major brand. More than a million businesses already use our agents on WhatsApp and Messenger. And we’re excited to expand to more countries and bring them to Instagram as well.”
Entrepreneur Middle East Staff
Entrepreneur Staff
