Salesforce has entered into a definitive agreement to acquire Cresta, a voice-first operating system focused on customer experience.
The enterprise software major did not disclose the purchase price. However, The Information, citing a person familiar with the transaction, reported that the agreement values Cresta at $2.7bn.
The proposed deal is expected to close in the first quarter of Salesforce’s fiscal year 2028, pending regulatory approvals and other standard closing conditions.
Cresta provides a platform that enables voice agents to manage end-to-end customer calls, offering real-time guidance to customer service staff and analysis of interactions with customers.
Its technology is currently used by major companies such as Comcast, Marriott, and Alaska Airlines to manage complex, high-volume customer service calls.
The company’s platform integrates voice agents and human representatives, facilitating natural, real-time conversations and handling interruptions at scale.
According to Salesforce, the system is also used to coach human agents, test and improve automated voice solutions, and ensure a consistent quality standard for all customer interactions.
Salesforce, a provider of customer relationship management (CRM) solutions, stated that the integration of Cresta’s capabilities would allow businesses to link every customer conversation to their records and relevant business outcomes through its Service Cloud offering.
Salesforce Agentforce and Service Cloud executive vice president and general manager Kishan Chetan said: “Voice is where service is hardest to get right, and where it matters most to customers.
“Cresta has built voice agents that handle complex, high-volume calls for some of the world’s largest brands. As more service is resolved in the conversation itself, together we’ll bring the customer, the conversation and the outcome into one place.”
After the planned acquisition, Cresta will continue to support the existing contact centre and telephony platforms used by its customers.
Cresta CEO Ping Wu said: “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.
“Now, by uniting our platform with Salesforce, we will realise our full vision at scale, embedding real-time conversation intelligence and agentic experiences directly into Salesforce’s first-class customer service Platform.”
Recently, Salesforce introduced Agent Evals, API Evals, and updated cost control capabilities to Agent Fabric, its AI agent management platform used to oversee and govern AI agents operating across multiple systems.
