Salesforce Agrees to Buy Cresta, Whose Voice Agents Resolve Customer Calls End to End

Salesforce is buying the platform that Marriott, Comcast and Alaska Airlines use for voice agents on their service calls, the company said, and the same software coaches human representatives during live conversations.

The deal moves a voice-agent contract, and the integration work around it, toward the vendor that already sells service software. Salesforce expects to close in the first quarter of its fiscal 2028, and regulators still have to approve the deal, so a buyer weighing voice agents is choosing before the terms are known.

What does Cresta do on a call?

Cresta’s agents carry on live conversations, absorb interruptions and finish complex calls without a person. On other calls, the same software guides human representatives as they talk and analyzes every interaction, so one quality standard covers both people and agents.

What changes for buyers?

Salesforce plans to connect Cresta to Service Cloud, its customer service product, so each call links to the customer’s history and to the result the call produced: a resolution, a retained account or revenue. Kishan Chetan, executive vice president and general manager of Agentforce and Service Cloud, said the goal is to bring “the customer, the conversation and the outcome into one place.”

Salesforce said Cresta will keep supporting the leading contact center and telephony platforms its customers rely on after the deal closes. It did not name those platforms, so a buyer cannot yet tell whether its own is on the list.

What is still open?

Salesforce did not say what it is paying or how it will price Cresta alongside Service Cloud, and it gave no figure for how many calls Cresta’s agents resolve. Without those numbers, a buyer cannot yet price the combined product against a standalone voice-agent contract.

Regulatory approval is one of the conditions Salesforce set for closing.

The date to watch is the first quarter of Salesforce’s fiscal 2028, February through April 2027, the window in which the deal is expected to close if regulators approve it.