Technology company Meta announced the introduction of the Meta Business Agent, an artificial intelligence system designed to help businesses of all sizes improve productivity and deliver more personalized customer interactions. The company stated that the tool can be deployed within minutes or integrated into existing enterprise systems, enabling organisations to significantly scale their operational output.
According to Meta, more than one million businesses are already using a Meta Business Agent across WhatsApp and Messenger to manage customer communications continuously throughout the day. The company also highlighted that there are over one billion active business-related conversations occurring daily across WhatsApp, Messenger and Instagram, a scale that enables more context-aware and personalised responses from the earliest stages of customer interaction. Meta said the rollout is being extended globally, allowing businesses to operate in customers’ local languages while maintaining a consistent brand tone.
Meta also introduced the Meta Business Agent Platform, described as a foundational infrastructure layer that allows companies to build, customise and deploy AI agents at scale. The platform is designed to connect with a wide range of external systems, including services such as Shopify, Zendesk and Shopee, enabling agents to perform actions on behalf of businesses. The system includes enterprise-grade controls, safety mechanisms and performance measurement tools, allowing larger organisations to define operational rules while delivering personalised customer experiences within widely used messaging applications.
The Business Agent is also positioned as a support tool for internal operations, providing morning briefings that summarise missed overnight conversations and delivering insights derived from ongoing customer threads. Meta indicated that early testing is being conducted with selected businesses across WhatsApp Business, Instagram Pro, Messenger and Meta Business Suite. Future developments are expected to expand the agent’s capabilities to include tasks such as market research, product analysis, scheduling assistance and competitive intelligence.
Meta further stated that the Business Agent can handle a range of customer-facing functions, including responding to inquiries, recommending products from business catalogues, booking appointments, qualifying leads, routing conversations to human staff when necessary and supporting sales completion. The company also confirmed that the tool is being extended to Instagram, where businesses can activate it at no cost, with subscription-based offerings planned for future release to accommodate organisations of different sizes.
In addition, Meta is working to improve business discovery within WhatsApp. The company said users will soon be able to locate businesses through in-app search by name or by sharing contact details within conversations. This update is intended to streamline the process of initiating contact and receiving prompt responses from businesses using the agent system.
Meta concluded that the Business Agent is intended to support organisations in improving customer engagement, operational efficiency and scalability across digital communication platforms.
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