Small businesses answering customers in WhatsApp and Instagram can start free, though Meta says paid subscriptions are coming.
Kenning's take
What it does
Meta Business Agent is an AI agent that replies to customers for a business in WhatsApp, Messenger and Instagram chats, in the customer's language and the business's tone. It can answer questions, recommend products from a catalogue, book appointments, qualify leads and close sales, with the business deciding when a person steps in. Larger companies can use the Meta Business Agent Platform to connect it to systems such as Shopify and Zendesk.
- Answers customer questions around the clock
- Product recommendations from a business catalogue
- Appointment booking and lead qualification
- Hands over to a team member when chosen
- Business Agent Platform connects to Shopify, Zendesk and Shopee
- Morning briefing on missed chats
Who it suits. Businesses of any size that handle customer chats on WhatsApp, Messenger or Instagram.
Key facts
- Category
- Business tools
- Made by
- Meta
- Based in
- United States
- Released
- 3 June 2026
- How to get it
- activated by businesses through Meta's business tools, free to start; some features start with selected businesses via a waitlist
- Works on
- WhatsApp, Messenger, Instagram, Meta Business Suite
- Free plan
- Free to get started
FAQ
When did Meta launch Business Agent?
Meta announced Meta Business Agent on 3 June 2026.
Is Meta Business Agent free?
It is free to get started. Meta says paid subscription options will come in the coming months.
Which apps does it work in?
WhatsApp, Messenger and Instagram, managed through the WhatsApp Business app, Instagram Pro, Messenger and Meta Business Suite.
Facts from the maker's own pages and the sources listed. Checked 2026-10-11.
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