Salesforce to Acquire Cresta to Bring Voice Agents Into Service Cloud

What Cresta does

According to Salesforce, Cresta's voice agents resolve complex customer calls end to end. The platform also guides human representatives in real time and analyzes every interaction, so people and voice agents work together on one platform.

Salesforce says the agents hold natural, real-time conversations, handle interruptions and operate at enterprise scale. The customers it names are Marriott, Comcast and Alaska Airlines. The same platform coaches human representatives, tests and improves voice agents, and holds both to the same standard of quality. Salesforce's stated aim is that every interaction makes the next one better.

Why Salesforce wants it

Salesforce frames the deal around a problem it sees in customer service: conversations hold critical insights, but they are too often trapped in silos, disconnected from customer context and from the tools teams use to act. As voice agents take on more complex interactions, the company argues, listening is no longer enough, and businesses must connect every insight to the customer to drive real outcomes.

In Salesforce's telling, it supplies the customer's history and the systems to get work done, while Cresta contributes a deep understanding of every conversation and the ability to drive action with voice agents. Combined with Service Cloud, businesses would be able to connect each conversation to the customer and to the outcome it drives: resolution, retention and revenue.

Kishan Chetan, EVP and GM of Agentforce and Service Cloud at Salesforce, said: "Voice is where service is hardest to get right, and where it matters most to customers." He added that as more service is resolved in the conversation itself, the two companies will "bring the customer, the conversation and the outcome into one place."

Timing, integrations and what it means for customers

Ping Wu, CEO of Cresta, said the company's mission is to turn every customer interaction into a competitive advantage through a single agentic operating system for customer experience. By uniting with Salesforce, he said, Cresta will embed real-time conversation intelligence and agentic experiences directly into Salesforce's customer service platform.

For existing Cresta customers, Salesforce says that after the transaction closes, Cresta will continue to support the leading contact center and telephony platforms its customers rely on today. That suggests current deployments are not meant to be tied exclusively to Salesforce infrastructure.

The source does not disclose a purchase price or other financial terms. The closing is expected in the first quarter of fiscal year 2028 and depends on customary conditions, including receipt of required regulatory approvals. Until then, the two companies remain separate.

For businesses running contact centers, the deal points to a direction in which voice agents, human representative coaching and customer records sit closer together inside Service Cloud, rather than in separate tools.