# Salesforce agrees to buy voice AI company Cresta

By MarketScale Newsroom · Published 2026-11-05 · Marketing Tech on MarketScale
Canonical: https://www.marketscale.com/industries/marketing-tech/salesforce-agrees-to-buy-voice-ai-company-cresta

> Cresta's voice agents handle customer calls end to end and coach human reps live. Salesforce plans to pair it with Service Cloud and did not disclose a price.

## Key points

- Salesforce plans to combine Cresta's voice agents, real-time coaching and conversation analysis with Service Cloud.
- Salesforce did not disclose a price; The Information reported $2.7 billion, according to CMSWire.
- Cresta will keep supporting the contact center and telephony platforms its customers use today after the deal closes.

Salesforce has signed a definitive agreement to acquire Cresta, a voice AI company whose software runs AI voice agents on customer calls, guides human representatives in real time and analyzes every interaction. Salesforce announced the deal on November 2 and did not disclose financial terms.

The Information reported the deal at $2.7 billion, according to CMSWire. Salesforce has not confirmed a figure. The transaction is expected to close in the first quarter of Salesforce's fiscal year 2028, which runs February through April 2027, subject to customary closing conditions and regulatory approvals.

## What Cresta does

Salesforce describes Cresta as a voice-first operating system for customer experience. Its voice agents resolve complex customer calls end to end, hold natural real-time conversations and handle interruptions. They run at enterprise scale for brands including Marriott, Comcast and Alaska Airlines, according to Salesforce.

The same platform coaches human representatives during calls, tests and improves voice agents, and holds both to the same quality standard. Salesforce plans to combine Cresta with Service Cloud so that each conversation connects to the customer record and to outcomes it describes as resolution, retention and revenue.

> Voice is where service is hardest to get right, and where it matters most to customers. — Kishan Chetan, EVP and GM of Agentforce and Service Cloud, Salesforce

Cresta CEO Ping Wu said joining Salesforce would let the company realize its vision at scale by embedding real-time conversation intelligence and agentic experiences directly into Salesforce's customer service platform.

## What contact center buyers should note

After the deal closes, Cresta will continue to support the contact center and telephony platforms its customers use today, Salesforce said. Futurum Group analyst Keith Kirkpatrick wrote that buyers should get that commitment in writing, including which platforms are covered, for how long, and whether new features ship equally across them.

Kirkpatrick said the deal gives Service Cloud and Agentforce a production-grade voice layer in the channel where Salesforce has relied most on partners. He also advised Service Cloud customers to ask what Cresta will cost inside Service Cloud and Agentforce before signing multiyear renewals for overlapping voice AI tools.

## Part of a busy year of deals

Cresta is the latest in a run of Salesforce acquisition agreements in 2026. It comes less than two weeks after Salesforce agreed to buy customer engagement platform Braze, a deal CMSWire put at about $5.66 billion. Salesforce's newsroom also lists agreements this year for Fin, Listen Labs, Loops and Rune Technologies.

CMSWire noted that Salesforce now owns, or has agreed to own, a text-first service agent in Fin and a voice-first one in Cresta. How the two fit together inside Service Cloud is one of the open questions for customers as the deal moves toward close.

## Sources

- [Salesforce Signs Definitive Agreement to Acquire Cresta](https://www.salesforce.com/news/?p=96206) (Salesforce)
- [Salesforce Adds Cresta to the Cart in Its 2026 CX Shopping Spree](https://www.cmswire.com/contact-center/salesforce-adds-cresta-to-the-cart-in-its-2026-cx-shopping-spree-01/) (CMSWire)
- [Salesforce Moves to Acquire Cresta](https://futurumgroup.com/insights/salesforce-moves-to-acquire-cresta/) (Futurum Group)
- [Salesforce agrees to acquire voice AI firm Cresta](https://dataconomy.com/2026/11/03/salesforce-agrees-to-acquire-voice-ai-firm-cresta/) (Dataconomy)

Tags: Salesforce, Cresta, Voice AI, Contact Center, Service Cloud, Mergers and Acquisitions

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