Meta announced Meta Business Agent at the Conversations 2026 conference in London on June 3. It is an AI-powered agent that helps businesses handle customer interactions across WhatsApp, Messenger, and Instagram — automatically and around the clock.
The agent can respond to customer inquiries, provide product recommendations, manage appointments, and even complete sales transactions without human intervention. According to Meta, the agent automates conversational commerce workflows, allowing retail brands to close deals without manual effort.
Key capabilities include:
- 24/7 customer support — answers FAQs, tracks orders, handles returns
- Product recommendations — suggests items based on conversation context
- Sales automation — guides customers through checkout within the chat
- Multi-platform — works across WhatsApp, Messenger, and Instagram DMs
Meta confirmed the tool is initially free during the testing phase, with paid subscription plans to follow. The launch signals a broader industry shift from chatbots that "chat" to AI agents that actually execute business workflows end-to-end.