Salesforce said on November 2 that it has signed a definitive agreement to acquire Cresta, a voice agent platform for customer service calls, with closing expected in the first quarter of its fiscal year 2028.
What happened
Salesforce’s announcement describes Cresta as a “voice-first operating system for customer experience.” Its voice agents handle complex calls end to end, and the same platform coaches human representatives in real time and analyzes every interaction. The release names Marriott, Comcast and Alaska Airlines as customers. It gives no price, and closing depends on regulatory approvals.
Why it matters
This is the third acquisition agreement Salesforce has announced since October 12, after Loops, an AI analytics platform for Tableau, and Rune Technologies, a logistics software maker for the U.S. military. Each one adds a layer that Salesforce previously left to partners. Cresta moves live voice into Service Cloud, where Salesforce already sells its own agent controls for spend limits and evaluation. The announcement does not say whether Cresta’s voice agents will fall under those controls.
What it means for contact center buyers
Salesforce says Cresta will keep supporting the contact center and telephony platforms its customers use today after the deal closes. It gives no end date for that support. Teams running Cresta beside a non-Salesforce platform should ask for the commitment and its term in writing, and ask where voice agent pricing and evaluation will sit once Cresta joins Service Cloud.
Source: Salesforce Newsroom
