Meta
Announcements
·
3 June 2026

Conversations 2026: Introducing Meta Business Agent


Customers expect instant responses, but no team can be everywhere at once. Today at Conversations in London, we're introducing Meta Business Agent – AI that lets every business show up for every customer, in every moment, as if they had an infinite team behind them. Set up in minutes or plug directly into your existing enterprise infrastructure so you can 10X or 100X your output, while freeing you up to do the things only you can do.


Respond to customers 24/7

More than one million businesses are already using a Meta Business Agent on WhatsApp and Messenger to respond to customers around the clock. And because there are already more than one billion active threads with businesses on WhatsApp, Messenger and Instagram every day, a Business Agent can deliver more relevant, personalised experiences from the very first interaction.

We're now expanding our Business Agent to businesses big and small globally so within minutes, you can have yours up and running, responding in your customer's local language using your tone. Your Business Agent:

  • Answers questions specific to your business
  • Makes product recommendations from your catalogue
  • Books appointments and qualifies incoming leads
  • Closes sales
  • Lets you decide when a team member steps in to provide additional support.

We're also expanding these agents to Instagram as businesses connect with their customers there too. Businesses can activate their Business Agent here. Getting started with the Business Agent is free. In the coming months, businesses will access the agent through our paid subscription offerings, with options for businesses of every size.


Get discovered by new customers

We're also making it simpler for people to discover businesses powered by a Meta Business Agent directly on WhatsApp. Starting soon, people will be able to find businesses by typing their name in the Search bar, or by sharing their phone number or contact card in chats with friends and family. This way, when more customers get in touch they get a quick, helpful response.


An agent that works for you too

Because the Meta Business Agent is responding to your customers, it doubles as a partner who can deliver a morning briefing to catch you up on chats that you missed overnight and provide insights on your threads. We're starting with a select number of businesses on the WhatsApp Business app, Instagram Pro, Messenger and Meta Business Suite, and in the future we'll expand its capabilities to help run all your day-to-day operations, such as conducting market research, surfacing product insights, connecting with the tools to manage your calendar and providing competitive intelligence. You can join the waitlist here.


An Agent Platform

We're also introducing the Meta Business Agent Platform: a new agentic platform that gives businesses the infrastructure to build, customise and deploy their Business Agent at scale. It allows businesses to connect to a growing suite of hundreds of systems like Shopify and Zendesk giving Business Agents the ability to take action on behalf of the business. The platform provides larger businesses with enterprise-grade controls, guardrails and measurement built in so they can define rules and offer personalised experiences, starting within the messaging apps their customers already use.

For businesses using WhatsApp, this works alongside our Business platform – and we support Messenger and Instagram as well.

We're excited to hear how the Meta Business Agent can give businesses the support that they need to succeed – whatever their size.