Meta Business Agent Platform overview

Updated: Jul 22, 2026
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What is Meta Business Agent

Meta Business Agent is an enterprise AI agent that engages your customers on WhatsApp in your brand’s voice. Once enabled, it acts as the primary responder — answering questions from your business knowledge, taking actions through your own systems (such as looking up an order or booking an appointment), and handing off to your app when needed.
You set up, configure, and enable the agent through the Meta Business Agent Platform APIs. When you’re ready to build, see Get started.

What you can do

You configure what your agent knows, how it responds, and what actions it can take — plus handoff to your app whenever you need to step in.
  • What it knows — add business information, FAQs, websites, and files so the agent answers from your content.
  • How it responds — define skills that set the agent’s tone, priorities, and brand voice.
  • What it can do — connect your own APIs and set up webhook subscriptions so the agent can take actions and listen to events, such as booking an appointment or confirming a payment.
  • Handoff — pass control between the agent and your app for specific events or flows.
  • Testing — send test messages and evaluate the agent’s performance before and after you go live.
For the full list of APIs and how they fit together, see Get started.

Which phone numbers are eligible

Before you can set up Meta Business Agent on a phone number, that number must be eligible. A phone number is eligible when it belongs to a WhatsApp Business Account that meets all of the following:
  • In a supported vertical. Meta Business Agent is available in all business verticals except Finance, Government, Health, Alcohol, Gambling, over-the-counter drugs, and matrimony services. A valid business category must be set on the account’s profile.
  • Managed through the WhatsApp Business Platform. The account uses the Cloud API (including through a Business Solution Provider or Embedded Signup), not the WhatsApp Business app.
  • In good standing. Neither the WhatsApp Business Account nor its owning business is restricted or banned on WhatsApp.
  • In an eligible country. The business associated with the WhatsApp Business Account must be based in a country authorized for Meta Business Agent. Eligibility is determined by the business’s country — use the Eligibility endpoint to check a specific number.
  • Meets business trust and verification requirements.
  • Not already using a conflicting messaging product on that number. A single number can’t run more than one.
To check whether a specific phone number is eligible programmatically, use the Eligibility endpoint.

Requirements

To use Meta Business Agent, you need:
  • A WhatsApp Business Account with a WhatsApp Business phone number
  • A Meta app with the whatsapp_business_messaging permission
  • A WhatsApp Business phone number that’s eligible for Meta Business Agent
For the full setup walkthrough, see Get started.

Pricing

Meta Business Agent messages are priced differently from other WhatsApp message types. For current rates and details, see WhatsApp pricing for non-template messages.