Someone asks if an item is in stock at 9 p.m. The person who knows the answer has gone home. The next morning, the same business has customer messages to catch up on, ad results to check and a week’s worth of posts to plan.
That is the sort of work Meta wants its AI tools to help with. On September 28, 2026, the company announced Meta Enterprise Platform, a plan to bring several of its AI products to businesses. The names in the announcement include Muse, Meta Business Agent, Muse API and Muse Code.
It sounds like a lot. If you run a business, the practical question is simpler: which of these tools can you use, and what would you actually use it for?
What did Meta announce?
Meta says the new Enterprise Platform will bring its AI models, agents and infrastructure together for companies. Chirantan “CJ” Desai has joined Meta to lead the effort.
The announcement gives the direction, but not a full product manual. Meta has not laid out one signup process, one price or a rollout date covering every tool it named. Based on the announcement, I would treat Meta Enterprise Platform as the name for this wider business effort, rather than a single app you can install today.
The tools under that umbrella do different jobs. Two of them are especially relevant to owners and marketers who do not build software: Business Agent and Muse.
Meta Business Agent is for the customer inbox
If your team spends part of every day answering the same questions, Business Agent is the easier product to picture. Meta introduced it in June for business conversations on WhatsApp and Messenger and said it was expanding to Instagram.
Meta says an agent can answer questions about a business, suggest products from its catalog, help arrange appointments and qualify leads. A team member can take over when a conversation needs a person.
Say you sell furniture. An agent could handle a routine question about store hours or point someone to a product category. A request for a custom order, a complaint about damaged delivery or a pricing exception is a good reason to bring a staff member into the chat. The useful part is getting the straightforward questions answered quickly, while keeping people available for the harder ones.
Meta also has a Business Agent Platform for companies that want to customize agents and connect them to their own systems. That is a more involved option. Most small businesses should first see what is available in their existing business accounts.
Muse helps with the work behind those conversations
Muse is a different kind of assistant. On September 29, Meta announced Muse for Small Business, adding business skills and connections to tools owners may already use. Meta presented this as a separate update from the Enterprise Platform announcement.
Meta says Muse can connect with Facebook Pages, Instagram professional account analytics and Meta ad accounts. Its list of outside connections includes Canva, Shopify, QuickBooks and Notion. Instead of answering a customer directly, Muse can help the owner make sense of information spread across those accounts and prepare work from it.
For example, an owner could ask for a draft plan based on recent sales and campaign results, then check the figures and decide what to change. That last step still belongs to the owner. Meta says Muse will ask for approval before it publishes, sends or spends.
The company says Muse for Small Business is available in the US and Canada. Much of Muse is free, according to Meta, with subscriptions for people who need more. The connectors you can use are best checked inside your own account.
A simple way to keep the two products straight: Business Agent deals with customer conversations; Muse helps the person running the business work across connected tools.
What about Muse API and Muse Code?
Meta also named Muse API and Muse Code in its Enterprise Platform announcement. Those names point toward the developer side of its plan. A company building custom tools will have different needs from a shop that wants help with incoming messages.
Meta’s September 28 announcement does not explain how every developer product will be packaged under the new platform or what a complete enterprise setup will cost. There is no reason for a nontechnical business owner to wait for those details before looking at Business Agent or Muse.
What should a business try first?
Pick a task you already understand well. For a team that gets the same product questions every night, that might be the inbox. Write down which questions an agent may answer and when it should hand the conversation to a person.
If the bigger problem is keeping track of several accounts, look at Muse’s available connections. Start with a request you can check, such as summarizing recent campaign results or drafting a plan for next week. Compare its answer with the numbers in your account before acting on it.
Be deliberate about access. Connecting a storefront, ad account or financial tool can give an assistant useful context, but it also means deciding which information it can see. Meta describes approval controls for Muse. Those controls are useful; they do not replace reading a draft or checking a proposed spend yourself.
Is Meta Enterprise Platform available, and how much is it?
There is no single answer for every part of the announcement. As of September 29, 2026, Meta has not published one price or launch schedule for the Enterprise Platform as a whole.
Business Agent has its own activation path, and availability can depend on the business account and channel. Muse for Small Business has its own rollout and subscription options. A price or feature advertised for either product should not be assumed to cover everything Meta calls Enterprise Platform.
It is also too early to promise that these tools will save a particular business a certain number of hours or increase sales. That depends on the business’s information, the questions customers ask and the time staff spend reviewing the answers.
Quick questions
Is Meta Enterprise Platform a new app?
Meta announced a wider business platform initiative and named several products. Its initial post did not introduce one app or signup page for the entire platform.
Can Business Agent replace customer support staff?
It can take on some routine conversations, according to Meta, and allow a person to step in. How much work it can handle well will depend on the business and the information it has been given.
Will Muse launch ads or spend money on its own?
Meta says Muse for Small Business asks for approval before it publishes, sends or spends. Check the proposed action and the account permissions before approving it.
What to watch next
Meta’s announcement is worth following because it brings customer conversations, business accounts and developer tools into the same broader plan. The next useful details will be how these pieces work together, which businesses can access them and how Meta prices the full offering.
For now, start with the job you actually need help with. An inbox full of repeated questions points to Business Agent. A pile of disconnected reports and tasks makes Muse worth a look. Try one task, review what comes back and build from there.
