Salesforce has signed a definitive agreement to acquire Cresta, a provider of voice agents and software for contact centre operations.
The deal would bring Cresta’s voice technology into Salesforce’s customer service portfolio, connecting call data with customer records and service workflows.
Cresta’s platform includes voice agents designed to handle customer calls, real-time guidance for human representatives, and tools to analyse interactions and improve agent performance. Its customers include Marriott, Comcast and Alaska Airlines.
Salesforce said the combination will link insights from conversations with customer histories and the systems used to resolve service issues. Once the deal closes, Cresta will continue supporting the contact centre and telephony platforms its customers currently use.
Kishan Chetan, EVP and GM of Agentforce and Service Cloud, Salesforce, said:
Kishan Chetan, EVP and GM of Agentforce and Service Cloud, Salesforce
“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.”
Ping Wu, CEO of Cresta, said:
Ping Wu, CEO of Cresta
“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 realize our full vision at scale, embedding real-time conversation intelligence and agentic experiences directly into Salesforce’s first-class customer service Platform.”
The transaction is expected to close in the first quarter of fiscal year 2028, subject to customary closing conditions, including receipt of required regulatory approvals.
The acquisition reflects the growing push to combine conversational AI with customer data and service workflows, rather than treating voice automation as a standalone tool. If Salesforce integrates Cresta’s capabilities effectively, contact centres could gain a more direct path from conversation insights to action, while using shared performance standards for human and AI agents.
