Meta is launching its AI customer support agent globally on WhatsApp and Instagram, charging businesses through premium subscription tiers as it seeks to expand WhatsApp's role beyond messaging.

What happened: Meta said it is making its customer support AI bot, called Meta Business Agent, available globally within WhatsApp after nearly two years of testing in countries like India and Mexico. The agent can answer customer questions, recommend products, book appointments, qualify sales leads, and reroute to a person if needed. Meta is also making the bot available within Instagram DMs.

Why it matters: WhatsApp has traditionally relied on businesses paying for messaging and click-to-WhatsApp ads. By embedding AI agents into the platform, Meta is positioning WhatsApp as workflow software for small and medium businesses—turning it into a tool that handles customer interactions, not just a communication channel. This creates a new revenue stream at a time when ad-based models face pressure.

What to watch: Meta plans to charge businesses for the agent by including it in tiers of WhatsApp Business Premium subscription, and large businesses will pay based on how many tokens they use. The company is also building a platform for larger enterprises to create custom agents that connect to systems like Shopify, Zendesk, and Shopee.