Meta announced this Wednesday (3), during the Conversations 2026 event, in London, the expansion of Meta Business Agentan artificial intelligence tool integrated into the WhatsApp, Messenger e Instagram. Although the company already makes commercial agents available in its applications, the announcement adds features, expands the availability of the tool and includes the launch of a platform aimed at creating and operating these agents on a large scale.
In a statement, the Meta said that more than a million businesses already use their commercial agents in WhatsApp and no Messengerwhile around a billion people connect with businesses daily through the company’s applications.
The proposal is to allow companies to configure Business Agent in a few minutes, adapting the tool to the language and tone of voice of each organization. The AI agent will be able to answer questions, recommend products, schedule appointments, qualify leads and complete sales. The system will also allow you to define when a human attendant should take over the conversation.
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According to the company, initial use will be free, but, in the coming months, the resources will be integrated into paid subscription offers aimed at companies of different sizes. Initially, the feature will be available to a select group of companies on WhatsApp Business, Instagram Pro, Messenger and Meta Business Suite, with gradual expansion to other markets.
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The expansion of Business Agent comes amid the race by big techs to incorporate AI agents into corporate tools and customer relationship channels.
The bet of Meta especially targets companies that already use the WhatsApp as the main service and sales channel, a common scenario among small businesses and startups in Brazil and other emerging markets.
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The move expands the company’s strategy of transforming its applications into infrastructure for commercial operations, service and sales. The company states that, in the future, it intends to expand resources to support other operations, including market research, generation of product insights, integration with scheduling tools and competitive intelligence.
New corporate bet
In addition to the expansion of the commercial agent, the Meta also announced the Meta Business Agent Platform, an infrastructure aimed at companies that want to create, customize and operate AI agents on a large scale.
According to the company, the platform will allow integration with systems such as Shopify e Zendeskin addition to offering corporate controls, metrics and customized rules for large companies.
The new platform is expected to work in conjunction with the WhatsApp Business platform and have support for Messenger and Instagram.
WhatsApp as a showcase
The company also announced new features to make it easier to discover companies on the WhatsApp. Soon, users will be able to find businesses by typing the company name directly into the application’s search bar or sharing contacts in conversations.
According to Metathe Business Agent can also act as an operational assistant, offering summaries of conversations held outside business hours and generating insights into interactions with customers.
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