Messenger, and Instagram — and signalling that the service will soon move to a paid model.
Global rollout and paid access
The company confirmed that more than one million businesses are already using Meta Business Agents to respond to customers around the clock. Previously limited to select markets, the feature is now available worldwide. Businesses can deploy these agents to handle common queries, collect customer information, and deliver personalised responses at scale. However, Meta has made clear that access will shift to a paid subscription structure “in the coming months,” with pricing options intended to suit businesses of varying sizes.
New platform and discovery features
Alongside the global rollout, Meta introduced the Meta Business Agent Platform — an infrastructure layer enabling businesses to build and deploy agents at scale with integrations for third-party tools including Shopify, Zendesk, and Shopee. The platform includes enterprise-grade guardrails, compliance controls, and measurement tools. Meta also announced a new WhatsApp discovery feature, allowing users to find businesses directly through the app’s search bar — extending the reach of AI agents to new audiences. Looking further ahead, Meta outlined plans for agents to assist with operations such as market research, calendar management, and competitive analysis.
The announcements underscore Meta’s broader strategy of positioning AI as a driver of business efficiency, even as consumer trust in the technology faces growing scrutiny.