The Pulse
Salesforce Agrees to Buy Cresta, Adding Voice Agents to Service Cloud
Salesforce signed an agreement to acquire Cresta, whose voice agents and tools for customer-service teams are expected to complement Service Cloud. Salesforce did not disclose financial terms; The Information reported a $2.7 billion price.
AI.info Team · Written with AI · fact-checked ·
“Voice is where service is hardest to get right, and where it matters most to customers.”
Kishan Chetan, EVP and GM of Agentforce and Service Cloud, Salesforce
Salesforce signed a definitive agreement on November 2, 2026, to acquire Cresta, a company that sells voice agents and tools for customer-service teams. The proposed deal would bring Cresta’s voice technology into Salesforce’s Service Cloud, where Salesforce says businesses could connect calls to customer records and the actions that follow. The companies have not completed the transaction.
Cresta handles calls and coaches human representatives
Cresta’s voice agents are designed to resolve complex calls from start to finish. Salesforce says they hold real-time conversations, handle interruptions and serve large companies, naming Marriott, Comcast and Alaska Airlines as customers. The company also sells tools that guide human representatives during calls and analyze customer interactions.
That combination gives the acquisition a scope beyond automated call handling. Cresta says its platform can test and improve voice agents while evaluating them against the same quality standards used for human representatives. Salesforce’s announcement does not provide performance figures or detail how those capabilities will be measured after the companies combine.
Salesforce wants calls linked to customer records
Salesforce describes the two companies’ roles as complementary: its systems hold customer history and support business tasks, while Cresta’s tools interpret conversations and let voice agents act on them. The planned Service Cloud connection is meant to link what a customer says with the account information and service outcome attached to that interaction. Salesforce names resolution, retention and revenue as possible outcomes.
The announcement outlines a product goal, not a finished integration or a delivery schedule. It does not explain which Cresta features will appear inside Service Cloud first, how the products will be priced together, or whether customers will need to change their existing deployments.
“Cresta’s mission is to turn every customer interaction into a competitive advantage for our customers through a single agentic operating system for customer experience. Through unparalleled innovation, we’ve achieved that goal with some of the world’s largest companies,” said Ping Wu, CEO of Cresta. “Now, by uniting our platform with Salesforce, we will realize our full vision at scale, embedding real-time conversation intelligence and agentic experiences directly into Salesforce’s first-class customer service Platform.”
Ping Wu, CEO of Cresta
The $2.7 billion price remains unconfirmed by Salesforce
Salesforce’s announcement does not disclose financial terms. The Information reported that Salesforce agreed to pay $2.7 billion; the company has not confirmed that figure in its announcement. The distinction matters: the reported amount is not a price Salesforce has publicly stated.
The agreement is expected to close in the first quarter of Salesforce’s fiscal year 2028, subject to customary conditions, including required regulatory approvals. Until then, the proposed combination remains subject to closing, rather than an operating change for customers. Salesforce says that after the transaction closes, Cresta will continue supporting the contact-center and telephony platforms its customers use today.