Meta is expanding Meta Business Agent, a feature that the social media giant promises will help businesses deliver "personalized experiences for customers using AI," launching the tech globally.
Before this global release, Meta Business Agent used to be a free test called "Business AI" during a testing phase that started in October 2024. Meta picked India, Mexico, and Brazil to test the software, gathering data from over one million active shops that used the chat tools.
The agent works on WhatsApp, Instagram, and Messenger, helping shops answer customer questions, check incoming leads, book appointments, and recommend products from a catalog.
Because the Meta Business Agent responds to customers, it doubles as a partner that can deliver a morning briefing to catch you up on chats 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 fully run all your daily operations — like conducting market research, surfacing product insights, connecting with the tools to manage your calendar and providing competitive intelligence. You can join the waitlist here.
Meta said that the business agent can match your brand's unique tone when speaking to customers, and that it plans to improve the feature to handle "daily operations" like market research, product insights, calendars, and rival research. Soon, users will find these AI-supported shops easily by typing names in the WhatsApp search bar.
Apart from the Business Agent, Meta is also introducing the Meta Business Agent Platform, a new agentic platform that provides the infrastructure needed to build, customize, and run virtual helpers at scale. With the Platform, companies link their bots to services like Shopify, Zendesk, and Shopee using firm-level controls, guardrails, and metrics to define strict rules. This setup lets coders build custom behaviors, keeping customers happy with direct answers.
Speaking of agents, you might have heard that hackers recently broke into Instagram accounts by simply asking the Meta AI support assistant on the mobile app to hand over control. You can check out our coverage on that here.
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