By Kingsley Samuel
Meta has introduced a new artificial intelligence solution, the Meta Business Agent, designed to help businesses of all sizes engage customers 24/7, automate services, and scale operations across WhatsApp, Messenger and Instagram.
The announcement was made at Meta’s Conversations 2026 event held in London, where the company outlined its vision of an always-on digital business ecosystem powered by AI.
According to Meta, the Business Agent will enable companies to respond to customer enquiries in real time, provide personalised recommendations, book appointments, qualify leads, and even close sales, while escalating complex requests to human staff when necessary.
The company said over one million businesses are already using early versions of the agent on WhatsApp and Messenger, with plans to expand access globally to businesses of all sizes.“Customers expect instant responses, but no team can be everywhere at once.
Meta Business Agent is designed to ensure every business can show up for every customer, in every moment,” the company said.
Meta explained that the tool can be set up within minutes or integrated into existing enterprise systems, allowing businesses to significantly scale output while maintaining personalised customer interactions in local languages and brand tone.
The company also announced expansion of the agent to Instagram, where businesses increasingly connect with customers.
It added that while the service is currently available free of charge, it will later be incorporated into paid subscription plans with flexible options for businesses of different sizes.
Meta further disclosed new improvements to WhatsApp search functionality, which will allow users to discover businesses powered by the Business Agent by searching names directly or sharing contact details within chats.
Beyond customer-facing functions, Meta said the Business Agent will also serve as a support tool for business owners by providing summaries of missed chats, performance insights, and operational updates.
The feature is currently being tested across WhatsApp Business, Instagram Professional accounts, Messenger and Meta Business Suite, with future upgrades expected to include market research, calendar integration, and competitive intelligence.
Meta also unveiled the Meta Business Agent Platform, an infrastructure layer that allows organisations to build and customise AI agents at scale, with integrations across platforms such as Shopify, Zendesk and Shopee.
The company said the platform provides enterprise-grade controls, safety guardrails and performance measurement tools for larger organisations.
Meta described the development as a major step toward reshaping how businesses operate in the digital economy, enabling them to deliver faster, more efficient and more personalised customer experiences.“We’re excited to see how the Meta Business Agent will help businesses of every size succeed,” the company said.
