Meta Business Agent is Meta's AI chat automation for WhatsApp Business, Instagram and Messenger. It answers FAQs, recommends catalog products, books appointments and qualifies leads before routing a conversation to a human or a product page.
Meta Business Agent runs inside WhatsApp Business, Instagram and Messenger, answering routine questions about hours, location, shipping and pricing without a person watching the inbox. It reads a connected product catalog to recommend items, handles appointment booking, and asks qualifying questions on comments and DMs, including budget, timeline and preferences, before deciding whether to hand a conversation to a human or send the customer straight to a product page.
Access starts at the Essential business tier. Response capacity and complexity scale up through Advanced, Expert and Max, alongside team-seat limits. Setup requires connecting a product catalog, business description and hours before the agent can act on a conversation.
Business Agent is the one confirmed, functional marketing capability inside Meta's subscription bundle, not a vaporware AI feature bolted onto a pricing page. Story scheduling and account delegation are conveniences for a team that already has coverage; automated first-response handling on WhatsApp, Instagram and Messenger changes how much inbound volume a small team can absorb without adding a person to watch the inbox.
