Meta expands AI agent to global markets, introducing token-based pricing for WhatsApp Business
Meta Business Agent, previously piloted in India and Mexico, is now available worldwide on WhatsApp and Instagram, marking a significant monetisation step for the platform.
Meta has announced the global availability of its Meta Business Agent, an artificial intelligence-powered customer support tool designed for WhatsApp Business. The launch follows nearly two years of testing in select markets, including India and Mexico, as the company seeks to transform WhatsApp from a simple communication layer into comprehensive workflow software for small and medium-sized businesses.
The agent is now accessible globally within WhatsApp Business and is also available via Instagram Direct Messages. It is capable of answering customer queries, recommending products, booking appointments, and qualifying sales leads. When necessary, the system can reroute complex queries to human agents, allowing businesses to automate routine interactions while maintaining human oversight for nuanced issues.
In a move to monetise the service, Meta plans to include the agent in certain tiers of its WhatsApp Business Premium subscription. Large businesses will be charged based on token usage, a metric that tracks the volume of data processed by the AI. This pricing model represents a shift for WhatsApp, which has historically relied on businesses paying for messaging services and click-to-WhatsApp advertisements.
Meta is currently testing a feature for select accounts on WhatsApp Business, Instagram Pro, Messenger, and Meta Business Suite that provides daily briefings of overnight chats and insights. The company is also developing future capabilities, including market research, highlighting product features, and calendar management. These tools are intended to help businesses extract competitive insights and streamline operations.
The company is building a platform to allow larger enterprises to create custom agents that can connect with third-party tools such as Shopify, Zendesk, and Shopee. Additionally, Meta is working on enabling the agent to surface businesses during searches or when contact details are shared in chat. While the global rollout is complete, specific pricing structures for token usage and the exact Premium tiers including the agent have not been detailed.
