Meta claims new Business Agent can help companies increase output by up to 100X

Meta has unveiled a new AI system designed to help businesses automate customer support, sales, and daily operations across its messaging platforms. The company said the new Meta Business Agent could help companies increase output by “10X or 100X” through AI-driven automation and personalized customer engagement.
The rollout expands Meta’s push into enterprise AI tools as competition intensifies among major tech companies building AI systems for businesses. Meta said companies can deploy the agent within minutes or connect it directly to existing enterprise infrastructure.
Scaling customer conversations
Meta said more than one million businesses already use AI-powered agents on WhatsApp and Messenger to communicate with customers around the clock. The company now plans to expand those capabilities globally to businesses of all sizes.
The Business Agent can answer customer questions, recommend products from catalogs, schedule appointments, qualify leads, and help close sales. Businesses can also decide when a human employee should take over a conversation.
Meta is also extending the service to Instagram. Businesses can activate the tool through Instagram and other Meta business platforms. The company said access remains free for now, though paid subscription tiers will launch in the coming months.
The company highlighted localization as a major feature. Business Agents can respond in customers’ preferred languages and match a company’s communication style. Meta said the system allows businesses to “show up for every customer” without needing to dramatically expand support teams.
AI assistant for operations
Meta also positioned the Business Agent as an operational assistant for business owners and employees. The AI tool can generate morning briefings that summarize missed customer conversations and surface insights from ongoing message threads. Meta said it is initially testing those features with select businesses using WhatsApp Business, Messenger, Instagram Pro, and Meta Business Suite.
The company plans to expand the assistant’s capabilities further. Future versions could support market research, product analysis, calendar management, and competitive intelligence tasks. Meta said the long-term goal is to reduce operational overhead while helping smaller businesses handle enterprise-scale workloads.
Enterprise infrastructure push
Alongside the launch, Meta introduced the Meta Business Agent Platform, which provides infrastructure for businesses deploying AI agents at scale.
The platform lets businesses customize and manage AI agents while connecting them with external systems such as Shopify, Zendesk, and Shopee. Meta said those integrations will allow agents to perform actions directly on behalf of businesses instead of only responding to messages.
The company also added enterprise-grade controls, measurement tools, and built-in guardrails for larger organizations. Meta is additionally working to improve business discovery inside WhatsApp. Users will soon be able to search for businesses directly through the app or share business contact cards in chats.
The company believes those discovery features could help businesses attract new customers while maintaining faster response times through AI-powered support systems. The announcement marks another step in Meta’s broader effort to expand generative AI across its consumer and business ecosystem as messaging platforms increasingly evolve into commerce hubs.




