Meta is introducing a new AI tool that helps businesses chat with clients at any time. The Meta Business Agent works as an AI assistant on WhatsApp, Messenger, and Instagram.
Always-On Customer Replies Across Meta Apps
Meta says Business Agent lets “every business show up for every customer, as if they had an infinite team behind them.” The tool can already respond to customers around the clock for more than one million businesses on WhatsApp and Messenger.
According to Meta, people and businesses exchange over one billion messages every day on WhatsApp, Messenger, and Instagram. With so much activity, the company believes an AI agent can offer more relevant and personalized experiences right from the start.
Businesses can get a Business Agent running in minutes or plug it into their existing systems if they are larger organizations. Meta says the agent can answer questions about a business, recommend products from a catalog, book appointments, qualify leads, and even close sales.
From Customer Chats to Daily Briefings
Meta explains that Business Agent does more than reply inside chats. The company says the AI “doubles as a partner” that can deliver a morning briefing, catch teams up on overnight conversations, and share insights on customer threads.
The tool supports local languages and can match a brand’s tone, which Meta says helps small and large firms sound consistent across apps. While getting started is free today, Meta notes that access will shift to paid subscription tiers over the coming months, with options for businesses of different sizes.
Alongside the agent, Meta is also launching the Meta Business Agent Platform. This “agentic platform” lets companies build and customize their own Business Agents and connect them to systems like Shopify, Zendesk, and Shopee so the AI can take actions, not just send messages.
According to Meta, the platform gives larger businesses “enterprise-grade controls, guardrails, and measurement” so they can define rules and manage AI behavior. The company says this setup will help the agent handle more tasks over time, including market research, product insights, calendar management, and competitive intelligence, all from inside the messaging apps people already use.
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