Meta launches Business Agent for in-app commerce and support

Meta has introduced Business Agent, a tool designed to automate customer sales and support conversations inside its messaging apps. The system works within Instagram and Messenger, and Meta says it will also come to WhatsApp. The company says the agent can help brands answer routine questions, guide shoppers through purchases, and process some transactions without a human agent. It is aimed at reducing pressure on contact centres and handling high volumes of repetitive customer requests. Meta is positioning the product as a native, platformbased option for retailers that want faster deployment and tighter integration with social commerce. At the same time, businesses using the tool will need to manage data quality, security, and escalation paths for cases that require human review.