Meta expands AI Business Agent to Instagram

Meta is expanding its AI-powered Meta Business Agent tool to Instagram, building upon its existing presence on WhatsApp and Messenger. The system is designed to help businesses manage customer interactions by answering product questions, recommending items from catalogs, booking appointments, and qualifying leads.

According to Meta, more than one million businesses were already utilizing Business Agents on WhatsApp and Messenger prior to the expansion. The company noted that there are currently over one billion active daily threads involving businesses across its messaging platforms. The tool allows businesses to automate routine tasks while providing the option for human team members to intervene in conversations when necessary.