Meta Business Agent

Meta Business Agent (MBA) is Meta's enterprise AI agent that talks to your customers on WhatsApp in your brand's voice. Once enabled, it becomes the primary responder on a WhatsApp phone number — it answers questions from the knowledge you give it, can take actions in your own systems through connectors, and hands off to your app or a human when needed.

With 360dialog you set up, configure, and run Meta Business Agent through the WhatsApp Business API you already use. This guide walks you through the whole journey, from checking eligibility to a full rollout, and flags the rough edges we found while testing so you don't hit them by surprise.

Meta is still shipping fixes and defining parts of the platform (billing, some handoff and file behaviors). Where something is incomplete today, we call it out with a workaround and, where relevant, note that we've raised it with Meta.

The platform is also still unstable. Any agent endpoint can intermittently return a 4XX or 500 with no obvious cause. Meta is debugging it; in the meantime, retry the call after a few hours rather than assuming a permanent failure. See Known limitations.

The journey at a glance

Setting up an agent follows six steps. Each has its own page in this guide.

1. Check eligibility — confirm the phone number can run MBA.

2. Enable and accept terms — accept the Meta Business AI Terms in Business Manager, add a valid Payment method and then onboard the number.

3. Configure your agent — give it knowledge (business info, FAQs, files, websites), behavior (skills), handoff and follow-up policies, and connectors so it can take actions.

4. Test your agent — try it before customers do.

5. Go live with an allowlist — release to a small set of numbers first, then iterate.

6. Roll out to everyone — open the agent to all customers.

Then keep the Known limitations & workarounds page handy — it collects every gap in one place.

Two ways to onboard

You can run Meta Business Agent on 360dialog in two ways, depending on how much control you want. Both are covered in Two ways to onboard:

• Via API — build your own fully custom onboarding and management experience. Available today.

• MBA Integrated Onboarding — a hosted, guided flow similar to 360dialog's Number Integrated Onboarding, but for Meta Business Agent. Coming 1 August.

What you need

• A WhatsApp Business Account (WABA) managed on 360dialog (Cloud API), with a phone number that is eligible for MBA.

• Access to Meta Business Manager for the WABA's owning business, to accept the Meta Business AI Terms of Service.

• A direct credit line with Meta that you can add MBA costs into.

• Your 360dialog API key (D360-API-KEY) for the channel you want to enable.

Throughout this guide, example requests use the 360dialog WhatsApp Business API at https://waba-v2.360dialog.io with your D360-API-KEY header. Your API key already identifies the phone number (entity), so you don't pass a phone number ID in the path. For the exact route and full request/response fields of every endpoint, see the Meta Business Agent API reference in this space.