Salesforce agrees to acquire Cresta, a maker of voice AI for customer service

In an announcement on its newsroom on November 2, 2026, Salesforce said it had signed a definitive agreement to acquire Cresta, which builds a voice-first AI platform for customer experience. The company did not share the purchase price or other financial terms. The deal is expected to close in the first quarter of Salesforce's fiscal year 2028, subject to customary closing conditions, including regulatory approvals.

• Cresta's voice agents handle complex customer calls from start to finish, speak in real time and can deal with interruptions.
• The platform coaches human reps during calls, analyzes every interaction and tests voice agents against the same quality standard as human staff.
• Salesforce names Marriott, Comcast and Alaska Airlines among Cresta's customers.
• After closing, Cresta will keep supporting the contact center and telephony platforms its customers use today.

Why it matters

Salesforce argues that what customers say on calls is valuable but often stays separate from customer records and team tools, and it aims to link every call to results such as resolution, retention and revenue. Companies in Türkiye that rely on the phone as a key support channel and are assessing voice AI agents may want to check separately how they work with existing phone systems and contact center software, where call recordings are stored and how well they handle Turkish speech; the announcement says nothing about Turkish language support.

Businesses that want to automate customer communication in written channels can look at our WhatsApp sales and customer service assistant page.