Salesforce has reached a definitive agreement to acquire Cresta, a startup specializing in voice-based customer service automation, for approximately $2.7 billion. Cresta’s platform enables autonomous voice agents to handle calls and provides real-time coaching for human representatives. Its clients include Marriott, Comcast, Alaska Airlines, United Airlines and Cox Communications. The acquisition, announced on November 2, 2026, remains subject to regulatory approvals and is expected to close in Salesforce’s fiscal first quarter of 2028, approximately between February and April 2027. Salesforce is acquiring technology already deployed by major companies, extending its recent AI acquisition strategy, which notably includes Braze at a valuation of $5.66 billion.
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