Meta Previews Open Standard for Personal Agents to Work With Businesses

Author: Layne Haaksma, Senior Research Analyst

What's the news?

On Oct. 6, 2026, Meta previewed Personal Agent Protocol (PAP), an open standard that defines how personal AI agents interact with businesses. Meta, through its Muse personal agent and Meta Business Agent, is developing the protocol with Sierra and industry partners Genesys, NiCE, Decagon, Rocket, Shopify, Stripe, and Walmart. It will be open for anyone to implement.

The announcement comes as some businesses block personal agents from their websites over concerns such as load spikes, abuse, liability, and losing the customer relationship. Meta argues that turning away a personal agent means turning away the customer who sent it, and it outlined the standards Muse follows when browsing on a user’s behalf:

• The “one honest person” test: Muse acts only as a reasonable, honest person would by hand and at that scale (e.g., no repeated page refreshes or duplicate accounts to redeem a one-per-household coupon)
• The “if every agent did this” test: Muse declines requests that would break the underlying system if every user made them, such as hoarding tee times
• Explicit approval: Muse continues with consequential actions, such as signing in, completing a reservation, or making a purchase, only after the user approves

Looking ahead, Meta described a path from browser automation to agent-to-agent interaction. Businesses will be able to steer personal agents to preferred website flows, skills, and connectors that provide direct API access, and eventually have their own business agents answer personal agents directly. The protocol will address how personal agents securely convey user identity, how businesses steer agents to efficient paths, and how personal agents talk to business agents on a user’s behalf. According to Sierra, the v0.1 specification will publish later in October.