Meta announced on June 3 the launch of Meta Business Agent, an artificial intelligence tool designed to help businesses engage with customers as if supported by a large team. The company said that the Business Agent can be set up within minutes or integrated into existing enterprise systems to significantly increase operational output.
According to Meta, more than one million businesses are already using a Meta Business Agent on WhatsApp and Messenger to provide round-the-clock responses. With over one billion active threads between businesses and customers daily across WhatsApp, Messenger, and Instagram, the new agent aims to deliver personalized experiences from the first interaction. The expansion will make Business Agent available globally for businesses of all sizes, enabling them to respond in local languages and maintain their brand’s tone.
The capabilities of the Business Agent include answering business-specific questions, making product recommendations from catalogs, booking appointments, qualifying leads, allowing human support intervention when needed, and closing sales. The service is also being extended to Instagram. Businesses can activate their agent for free initially; paid subscription options will become available in coming months.
Meta highlighted that the agent not only interacts with customers but also acts as a partner by providing morning briefings on missed chats and insights into ongoing conversations. Initially available through select platforms such as WhatsApp Business app, Instagram Pro, Messenger, and Meta Business Suite, future updates aim to expand its operational capabilities further.
Additionally, Meta introduced the Meta Business Agent Platform—a customizable infrastructure allowing companies to build and deploy agents at scale while connecting with systems like Shopify and Zendesk. This platform offers enterprise-grade controls so larger organizations can define rules and personalize experiences within popular messaging apps.
To facilitate discovery of these business-powered agents on WhatsApp, users will soon be able to search for companies by name or share contact details directly in chats. “We’re excited to hear how the Meta Business Agent can give businesses the support they need to succeed — no matter their size,” said Meta.
