Meta has launched an AI agent called Meta Business Agent that automates customer service, product recommendations and booking handling on WhatsApp, Messenger and Instagram, CNBC reported on June 3.

Mark Zuckerberg (마크 저커버그), Meta's CEO, said at an event in Britain that businesses of any size will have agents to talk with customers and support operations. He said a clothing store in Birmingham or a bakery in Sao Paulo can offer the same always-on personalised service as large brands.

Meta Business Agent is included in Meta One, a subscription service for businesses and creators that Meta unveiled last week. Large companies using the WhatsApp Business platform pay usage-based fees, in the same way they pay to send messages to customers.

Meta also unveiled the Meta Business Agent Platform, which can connect data with external services such as Shopify and Zendesk.

Zuckerberg said Meta is building agentic capabilities with advanced features such as proposing ways to grow a business, providing competitive information and analysing performance in real time. He said as models improve, agents will evolve to a level where they can run an entire business.

Meta has relied on advertising for 98 percent of its revenue. In this situation, Meta previously launched a free test version in some countries, including Mexico and India, in October 2024 under the name "Business AI."