Meta can let its own AI agent reply on your WhatsApp number (“Meta Business Agent”). If you switch it on, Meta assigns every conversation to exactly one responder – the AI agent or The-Y CRM. So that no message gets lost, since version 1.1.44 the CRM shows who is currently running a conversation, observes it and lets you take it over.
⏱ Setting it up at Meta approx. 5 min · Requirement: WhatsApp connected, access to Meta Business Suite · Applies to Free & Paid · As of version 1.1.44
You don't use Meta's AI agent? Then nothing changes for you – the inbox works as before. You only need this page once you switch on the AI agent or another application for your number at Meta.
1. What happens when you switch on Meta's AI agent
Your number then has several responders, e.g. The-Y CRM and Meta's AI agent. Meta assigns each conversation to exactly one of them – Meta calls this “Conversation Routing”, the CRM conversation routing at Meta.
Usually the AI agent then answers new customer messages. A conversation it runs is not yours: Meta would reject free text there. You can still send templates.
Without setting this up at Meta, these conversations would simply be missing from the inbox. With the next two steps you see them and can take over at any time.
2. Allow observing – otherwise nothing arrives
For conversations run by the AI agent to reach the CRM, allow The-Y CRM to observe (“standby”) in Meta Business Suite. Without this permission Meta sends nothing from these conversations to the CRM.
Observed messages are marked in the conversation. They do not start flows, automatic replies or notifications – the team just sees what is going on.
Red warning on the card “Conversation routing at Meta”: customer messages go to another responder and you are not observing – none of them reach your inbox. How to fix it: in Meta Business Suite, select The-Y CRM as primary responder for “Customer sends a message” or switch on standby for The-Y CRM.
3. Make The-Y CRM your escalation partner (4 steps)
As escalation partner, The-Y CRM may take over any conversation – including one the AI agent is currently running. At the same time you switch on observing:
Go to Settings → Accounts → WhatsApp accounts and select the account with this number.
Open “Conversation Routing”.
Select The-Y CRM as escalation partner, switch on standby (observing) for The-Y CRM and save.
Escalation and standby only show up there once you have accepted the terms for Meta Business Agents. Routing can only be set up in Meta Business Suite – the CRM can't do it for you. Afterwards click “Check” on the card “Conversation routing at Meta” in the CRM.
4. In the inbox: banner, “observed”, badges
Banner above the reply box (“You are observing”): “This conversation is currently handled by Meta's AI agent.” If Meta doesn't say who it is, it reads “another responder (e.g. Meta's AI agent)”. Free text is blocked until the conversation is handed over to you – instead of your reply failing at Meta. You can still send templates.
Observed messages have a dashed grey border and the label “observed”. The other responder's replies show “Meta's AI agent” or “Other responder” as sender.
Conversation list: badge “🤖 Meta AI” or “handled elsewhere”.
“Conversation is unassigned”: after a release – or, according to Meta, after 24 hours without a customer message – the customer's next message goes to the responder you set up at Meta for it. Until then free text is blocked; templates work.
No SLA reminders: conversations run by someone else get no SLA reminders and no escalations in the CRM.
Meta does not continuously report who runs a conversation; the CRM derives it from Meta's notifications. If the status is briefly off, it corrects itself with Meta's next notification or your next reply.
5. Take over, hand back, release a conversation
Button
What happens
When possible
Take over conversation
You run the conversation and can reply freely. Simply replying works too.
Only if The-Y CRM is the escalation partner at Meta. Otherwise the banner shows how to set it up.
Back to Meta's AI agent
The AI agent runs the conversation again; you only observe.
While you run the conversation and the AI agent is switched on for the number.
Release conversation
The customer's next message goes to the responder you set up at Meta for it.
While you run the conversation.
When Meta hands a conversation to you, it opens like a new request and the team is notified. The conversation shows an internal note “Conversation handed over to you. It was previously handled by …” – with the previous responder's note and, if Meta sends one, a summary from Meta (created automatically, please check).
Every takeover and handover is shown in the history. Taking over and releasing requires the right to reply in the conversation and is recorded in the security log.
If a conversation you have been observing is handed over to you, no new first-response deadline (SLA) starts; the resolution deadline runs as usual.
6. Card “Conversation routing at Meta”
Settings → Channels → WhatsApp: the card appears as soon as several responders are set up for your number. It shows The-Y CRM's roles in plain words and whether observing is allowed. “Check” asks Meta for the roles right away.
Role of The-Y CRM
Meaning
Primary responder for customer messages (service)
New customer messages arrive directly with you.
Primary responder for replies to marketing messages · notifications (utility) · clicks on WhatsApp ads
Replies to these messages or ads arrive directly with you.
Escalation partner
You may take over any conversation.
Standby granted
You also see conversations handled by someone else.
Red warning: customer messages go to another responder and you are not observing (see Allow observing).
Yellow warning: The-Y CRM is not the escalation partner. You then cannot take over conversations handled by someone else and have to wait for a handover (see 4 steps).
7. Messenger and Instagram
On Messenger and Instagram someone else can run a conversation too – the Meta Business Suite inbox, Meta's AI or another application. The messages then arrive in the CRM as “observed” instead of getting lost. Taking over and releasing work through the same banner. The CRM itself signs up connected Facebook Pages for the new notifications; you don't need to do anything.
Images and attachments in observed Messenger/Instagram messages appear as placeholders. Whether you can take over a conversation depends on which application is set as the default for your Page at Meta.
8. Costs
Meta bills its AI agent directly to you based on usage. The-Y CRM charges nothing for it. All other costs: cost page.
9. Informing your customers
If you use Meta's AI agent, inform your customers about it in your own privacy policy. That is up to you and follows Meta's terms; The-Y can't do it for you (no legal advice). What The-Y CRM processes in this context – observing only after you allow it at Meta, handover notes – is described in our privacy policy (section “Data from Meta platforms”) and in the DPA.
Frequently asked questions
Why can't I write text in a WhatsApp conversation?
Another responder (e.g. Meta's AI agent) is currently running the conversation. Free text works again once the conversation is handed over to you or you take it over. You can still send templates.
Conversations are missing from the inbox since we started using Meta's AI agent.
Then observing is not allowed for The-Y CRM. The card “Conversation routing at Meta” shows this with a red warning; the steps are under Make The-Y CRM your escalation partner.
Can I set up routing in the CRM?
No. Meta only allows this in Meta Business Suite. The CRM shows you what is set up and links there.
