Salesforce has signed a definitive agreement to acquire Cresta, whose voice agents handle customer calls end-to-end, while the same platform provides human representatives with real-time guidance and analyzes conversations. Salesforce did not disclose pricing.
Salesforce says it plans to connect Cresta’s understanding of customer conversations with customer history and systems already in Salesforce. AI can understand the conversation as it happens, guide the employee, manage the interaction itself, and then link what happened to the customer record.
The company says Cresta will continue to support the contact centers and telephony platforms that customers already use after the deal closes. This could matter for companies that don’t want their phone stack to be completely tied to Salesforce, though the depth and cost of such integrations remains to be seen.
Cresta is the third acquisition Salesforce has announced in about two weeks, following deals for Braze and logistics software company Rune Technologies. The Cresta deal is expected to close in the first quarter of Salesforce’s fiscal 2028, subject to regulatory approval and other customary conditions.
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