WhatsApp, Messenger and Instagram have a commercial agent available 24 hours a day and in local language

Companies that use WhatsApp, Messenger and Instagram to communicate with their customers have at their disposal a new customizable sales agent that works in the customer’s local language, complementing the capabilities of the team of employees.

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This agent, presented within the framework of the ‘Conversations 2026’ conference, which was held this Wednesday in London (United Kingdom), expands the availability of companies to the queries of their clients, whom it serves 24 hours a day.

The company has highlighted the commercial agent’s ability to offer more relevant and personalized experiences from the first interaction. In addition to answering specific questions about the company, you can also make product recommendations from the catalog, book appointments, qualify leads and close sales, and even decide when a team member needs to intervene.

According to Meta, this commercial agent is already in operation in more than one million companies, which use it on WhatsApp and Messenger. The company has now expanded its availability to more businesses, large and small, around the world and to Instagram.

Currently, the company is testing with a group of companies on WhatsApp Business, professional Instagram accounts, Messenger and Meta Business Suite, the generation of morning reports that help update the night shift chats. Later, the agent will also be able to conduct market research, obtain product statistics, manage calendar, and provide competitive intelligence.

Meta has also launched a merchant agent platform where companies will find the infrastructure to create, customize and deploy their merchant agent at scale, with the ability to connect to systems such as Shopify and Zendesk.

This platform also offers protections and controls that guarantee security in the use of the agent, as well as enterprise-level measurements, with which rules can be defined and personalized experiences established.