Salesforce to Acquire Cresta for Voice AI
Salesforce signed a definitive agreement to buy Cresta, a voice AI company that coaches live agents and tunes voice agents for enterprise customers.
Updated on Nov. 2, 2026 in Financial Services
Salesforce signed a definitive agreement to acquire Cresta, a voice AI startup whose platform coaches live representatives and tests and tunes voice agents. Salesforce did not disclose the purchase price.
Why it matters
The deal extends Salesforce's push to own more of the customer service process as it follows its recent acquisition of Fin, formerly Intercom. Voice is where customer service is hardest to get right, and Salesforce is positioning itself to handle those calls.
Cresta has raised more than $270 million in total funding, including a $125 million Series D in November 2024. Salesforce did not disclose the price it is paying, and the deal is expected to close in the first quarter of fiscal 2028, subject to regulatory approvals.
The players
Salesforce
Salesforce is a major enterprise software company known for its customer relationship management platform and Service Cloud.
Cresta
Cresta is a voice AI startup that builds tools for coaching live customer service agents and testing and tuning voice agents.
The details
Salesforce plans to pair Cresta's platform with its Service Cloud so each call is tied to the customer record. After closing, Cresta will continue supporting the contact center and telephony platforms its customers already use, including enterprise clients such as Marriott, Comcast and Alaska Airlines.
Timeline
November 2024: Cresta raised a $125 million Series D.
June 2026: Salesforce began a run of eight definitive acquisition agreements.
September 10, 2026: Salesforce closed its purchase of Fin.
October 20, 2026: Salesforce signed the Braze agreement worth about $5.66 billion.
November 2, 2026: Salesforce announced the agreement to acquire Cresta.
Industry Landscape
The Cresta deal follows Salesforce's acquisition of Fin, formerly Intercom, which resolves 76% of queries on average, and extends Service Cloud from text and case management into voice. Together these moves place Salesforce in direct competition with other enterprise platforms for control of the customer service stack.
Customers who call Marriott, Comcast or Alaska Airlines may eventually reach service handled by Salesforce's combined voice and customer record tools. The acquisition does not change any existing service today, since Cresta will keep supporting the platforms its customers already use until the deal closes.
The takeaway
Enterprises evaluating customer service software should watch how Salesforce integrates Cresta's voice tools with existing contact center platforms. Teams that rely on Service Cloud may see voice capabilities arrive as part of their current contracts.
Further reading
Explore more financial services coverage to see how enterprise software deals are reshaping the sector.
