Meta is expanding its Business Agent globally, bringing an AI-powered customer service and sales tool to WhatsApp, Instagram, and Messenger. The company says the service is designed to help businesses respond faster, personalize conversations, and handle more customer interactions with less manual work.
The rollout comes as Meta says more than one million businesses already use a version of the agent on WhatsApp and Messenger. Meta also pointed to the scale of business messaging on its platforms, saying there are more than one billion active conversations with businesses every day across WhatsApp, Messenger, and Instagram.
According to Meta, the agent can be set up quickly or connected to existing enterprise systems. The company says it can respond in local languages and adopt a business's tone, with use cases that include answering product or service questions, recommending items from a catalog, booking appointments, qualifying leads, and helping close sales. Businesses will also be able to choose when a human employee takes over a conversation.
Meta said the Business Agent can also assist businesses internally by providing a morning briefing that summarizes missed overnight chats and surfaces insights from ongoing threads. The company plans to start this capability with a limited set of businesses using the WhatsApp Business app, Instagram Pro, Messenger, and Meta Business Suite. In the future, Meta says the agent could be expanded to support broader operational work, including market research, product insight gathering, calendar management, and competitive intelligence.
The company is also introducing the Meta Business Agent Platform, which it says will give businesses infrastructure to build, customize, and deploy agents at scale. Meta said the platform can connect with hundreds of external systems, including Shopify, Zendesk, and Shopee. For larger companies, the platform includes controls, guardrails, and measurement tools intended to help set rules and maintain personalized experiences.
Meta said the platform will work alongside its existing Business Platform for WhatsApp, while also supporting Messenger and Instagram.
The company said businesses can now activate the agent for Instagram, with a free starting option available. Meta added that paid subscription offerings are planned for the coming months, with different options aimed at businesses of varying sizes.
Meta is also making it easier for users to find businesses powered by the agent on WhatsApp. Soon, people will be able to search for businesses by name or locate them by sharing a phone number or contact card in a chat.
The expansion fits into Meta's broader effort to position AI as a business tool inside the messaging apps people already use daily. By embedding automation into customer conversations, Meta is betting that businesses will use its platforms not only to communicate, but also to sell, support, and manage interactions more efficiently.
The company said the Business Agent platform is intended to help businesses of all sizes show up for customers more consistently, even outside normal working hours. Meta has not said how quickly the new global rollout will reach all eligible businesses, but it is already inviting some companies to join a waitlist for broader access.