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Meta’s Push to Establish Its Agentic AI as Essential Business Infrastructure
How Agents Could Transform WhatsApp’s Role for Businesses
After years of focusing almost solely on advertising, Meta has begun to devote more energy to extracting revenues directly from both consumers and advertisers. But the AI agent playbook it intends to run—starting on WhatsApp—may encounter resistance from enterprises.
Key Question: How is Meta positioning its Business Agent to drive future revenues, and what could limit—or drive—its adoption by businesses?
Key Stat: 2026 will be the last year in our forecast that WhatsApp Business accounts will grow by a double-digit percentage.
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authors
Max Willens
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