Generative AI Begins Entering Business Conversations on WhatsApp

Meta has officially introduced the Meta Business Agent for business operators in Indonesia at the WhatsApp Business Summit (WABS) Indonesia 2026 in Jakarta. The artificial intelligence (AI) based technology is designed to handle in-depth customer conversations, from providing information to completing the sales process. Vice President of India & Southeast Asia Meta, Sandhya Devanathan, stressed that every interaction on WhatsApp is a strategic opportunity for businesses. According to her, the presence of this AI agent allows companies to serve consumers better while increasing customer loyalty through more personal and efficient conversations. Unlike conventional chatbots that only provide automated answers, the Meta Business Agent has the ability to provide product recommendations from a catalogue, schedule appointments, and identify potential leads. This AI is positioned as an assistant that accompanies consumers from the information search stage to the final transaction. Meta’s internal data shows a strong business communication trend in Indonesia. As many as 71% of adult internet users in Indonesia send messages to businesses every day, a significant increase from 60% in 2024. Additionally, 83% of respondents acknowledged that AI agents help them get what they need more quickly. Meta’s Director of Business Messaging APAC, Ravi Garg, described this phenomenon as part of the agentic economy. He projects the global value of agentic commerce will reach US$3 trillion to US$5 trillion by 2030. This technology is built on five key elements: identity, relationships, messaging, commerce, and models. The implementation of this technology has had a real impact on a number of local businesses. Creative agency Mastung reported a 65.4% increase in sales after using AI agents to serve customers outside operational hours. Meanwhile, Queensi managed to handle a surge in conversations of up to 250% without adding staff, and increased service package upselling by up to 60%. Large companies like Paragon have also utilised this platform through DermaScalp Expert (DSE) to provide automatic consultations and product recommendations. With this integration, AI is no longer just answering basic questions, but has become a transaction engine within Indonesia’s digital business ecosystem.