Salesforce agrees to buy Cresta, maker of contact-centre AI agents

Salesforce agrees to buy Cresta, maker of contact-centre AI agents

2 November 2026: Salesforce has signed a definitive agreement to acquire Cresta, whose software runs AI voice agents on customer calls, coaches human agents while they talk and analyses every conversation afterwards. Salesforce plans to combine it with Service Cloud and Agentforce, its customer-service product and its AI agent platform.

Not yet independently verified. Salesforce has not disclosed the price, and the deal still needs regulatory approval; the closing window is Salesforce's own estimate. We will update this when it can be confirmed, and remove this note.

The deal is expected to close in the first quarter of Salesforce's fiscal year 2028, subject to customary conditions including regulatory approvals. Neither company has stated a price. Cresta's own site reports more than $270 million raised and more than 600 employees, with offices in Sunnyvale, Toronto, Berlin, Madrid, London, Melbourne and Tokyo.

What Cresta brings to Service Cloud

Salesforce describes Cresta as "the voice-first operating system for customer experience". Its voice agents resolve complex calls end to end; its real-time guidance prompts human representatives during a call; and its analytics read every interaction rather than a sample. Salesforce names Marriott, Comcast and Alaska Airlines as Cresta customers.

"Voice is where service is hardest to get right, and where it matters most to customers," said Kishan Chetan, executive vice president and general manager of Agentforce and Service Cloud. Ping Wu, Cresta's chief executive, said the company's mission "is to turn every customer interaction into a competitive advantage for our customers".

The promise to stay platform-neutral

For Cresta's existing customers the important line is that, after closing, Cresta will continue to support the leading contact-centre and telephony platforms they use today. Cresta sells into contact centres that run on many different systems, not only Salesforce, and a buyer that chose it to sit on top of a non-Salesforce platform will want that commitment in its contract, with a term attached, before renewal.

Another step in a run of agent deals

Salesforce lists Cresta alongside its other recent purchases on the same page: Braze, Rune Technologies, Loops, Listen Labs and Fin. The Braze deal brought customer messaging into the same agent strategy that Cresta now extends to the phone channel.

Our catalogue lists 16 contact centre software products and 8 conversational AI platforms, the two categories Cresta is most often compared in, and Salesforce itself.

Company profile on TrustList: Cresta

Sources

• Salesforce: Salesforce Signs Definitive Agreement to Acquire Cresta, 2 November 2026
• Cresta: company website (read 3 November 2026), 3 November 2026