Meta has introduced an artificial intelligence (AI) agent designed to help businesses communicate with customers across its WhatsApp, Messenger, and Instagram platforms.
The new Meta Business Agent is based on the agent that businesses already use on WhatsApp and Messenger. It is now expanding to businesses of all sizes around the world and to Instagram, the company said in a press release on Wednesday (June 3).
Meta Business Agent can respond in the customer’s local language, answer questions, recommend products, schedule reservations, qualify leads, and close sales. Agents can also let companies decide when team members should step in to provide support, according to the release.
Agents can also provide briefings to companies that summarize recent chats and provide insight.
Meta plans to expand the agent’s capabilities to conduct market research, uncover product insights, connect with tools to manage users’ calendars, and provide competitive intelligence.
Meta Business Agent will initially be free to businesses, but will become a paid subscription service in the coming months.
Advertisement: SCROLL TO CONTINUE
Meta announced Wednesday that it is introducing an agent platform that helps enterprises build, customize, and deploy business agents at scale. Connect to Shopify, Zendesk, Shopee, and other systems to enable agents to take actions on behalf of your business. And if you’re a large company, use enterprise-grade controls, guardrails, and measurements.
According to the release, the Meta Business Agent platform works with WhatsApp’s business platform and supports Messenger and Instagram.
Clara Shih, Meta’s head of business AI at the time and now a senior advisor, told CNBC in March 2025 that Meta plans to significantly expand its AI services for businesses using social media and other platforms.
“Soon, each of these companies will be deploying AI that can automate redundant tasks on their behalf, speak for them, find more customers, and provide almost concierge-like services to each customer 24/7,” said Shih.
Meta Business Agent comes at a time when Meta is targeting enterprise AI to add new revenue streams.
For all of PYMNTS B2B coverage, subscribe to our daily subscription. B2B Newsletter.
