Singapore – Salesforce has signed a definitive agreement to acquire Cresta, a voice-first customer experience platform, the company announced on 2 November 2026. The announcement did not disclose the financial terms.
According to Salesforce, Cresta’s voice agents resolve complex customer calls end to end. The platform also guides human representatives in real time and analyses every interaction.
Cresta says its voice agents hold natural, real-time conversations, handle interruptions and operate at enterprise scale for brands including Marriott, Comcast, and Alaska Airlines. In addition, the same platform coaches human representatives and tests voice agents, holding both to the same quality standard.
Salesforce said the acquisition targets a gap between conversation data and customer context. It noted that insights from customer calls often remain trapped in silos, disconnected from the tools teams use to act on them.
Under the plan, Salesforce would supply customer history and the systems to complete work, while Cresta would contribute conversation analysis and voice agent capabilities. Combined with Service Cloud, the companies said, businesses would be able to link each conversation to the customer and to outcomes such as resolution, retention and revenue.
Kishan Chetan, EVP and GM of Agentforce and Service Cloud, Salesforce, said, “Voice is where service is hardest to get right, and where it matters most to customers. Cresta has built voice agents that handle complex, high-volume calls for some of the world’s largest brands. As more service is resolved in the conversation itself, together we’ll bring the customer, the conversation and the outcome into one place.”
Cresta’s chief executive echoed that view. Ping Wu, CEO of Cresta, said, “Cresta’s mission is to turn every customer interaction into a competitive advantage for our customers through a single agentic operating system for customer experience. Through unparalleled innovation, we’ve achieved that goal with some of the world’s largest companies. Now, by uniting our platform with Salesforce, we will realize our full vision at scale, embedding real-time conversation intelligence and agentic experiences directly into Salesforce’s first-class customer service Platform.”
Meanwhile, Salesforce said Cresta will continue to support the leading contact centre and telephony platforms its customers use today once the transaction closes.
The deal is expected to close in the first quarter of fiscal year 2028, subject to customary closing conditions, including receipt of required regulatory approvals.
