TL; DR
Salesforce acquires London metering platform m3ter to add local consumer billing to Agentforce Revenue Management.
Salesforce has signed a definitive agreement to acquire m3tera London-based measurement and rating platform built for consumption-based billing. The deal will integrate m3ter infrastructure natively into Agentforce Revenue Management, enabling Salesforce customers to launch, track and calculate usage-based and outcome-based pricing models without leaving the platform. Financial terms were not disclosed.
The acquisition reflects a structural shift in how software companies charge for their products. Subscriptions for traditional seats made sense when humans were the primary users, but AI agents doing work autonomously create a billing problem: selling ten licenses if one agent replaces ten workers no longer works. Salesforce itself manages this tensionMove Agentforce to a consumption model built on Flex Credits, where each agent action costs about $0.10.
m3ter was founded in 2020 by Griffin Parry and John Griffin, who co-founded GameSparks, a cloud services company that was acquired by Amazon in 2017. The pair spent three years at AWS after the acquisition, where they saw firsthand how Amazon’s usage-based billing infrastructure worked. They set out to build m3ter as an independent measurement layer that can sit between a product and its computing system.
💜 of EU technology
The latest rumblings from the EU tech scene, a story from our wise founder Boris and some questionable AI art. Free in your inbox every week. Register now!
The platform receives near-real-time product usage data, applies configurable pricing rules, and issues billable payments to any CRM, ERP, or billing system the company uses. m3ter raised $17.5 million in funding from Union Square Ventures, Insight Partners, and Kindred Capital in 2022, followed by a $14 million Series A round from Notion Capital in 2023. Its clients include Paddle, Onfido and Sift.
“We built m3ter to solve the toughest problems in usage-based pricing,Parry said. “Joining Salesforce allows us to bring our highly scalable mediation and rating capabilities to the world’s largest enterprise install base.” The transaction is expected to close in the second quarter of Salesforce’s fiscal year 2027, subject to customary closing conditions.
m3ter is the latest in a series of acquisitions Salesforce has made to gather infrastructure for its AI agent strategy. The company acquired Contentful earlier this month completed an $8 billion deal for Informatica in late 2025 for data integration for the native content layer, and acquired Momentum, Qualified, and Cimulate for conversation intelligence, AI sales engagement, and digital experience simulation, respectively.
The pattern is clear: Salesforce is buying the components needed to make Agentforce a complete platform rather than a feature tied to an existing CRM. m3ter fills the monetization gap, the infrastructure required to get actual payment from customers for what AI agents do. Without native metering, businesses managing consumption-based models must integrate third-party billing tools or build custom integrations, a challenge that becomes more difficult as pricing models become more complex.
Whether or not this translates into revenue growth is the question investors are wondering. Salesforce reported revenue of $11.13 billion for fiscal Q1 2027, up 13% year over year, and Agentforce reached $1.2 billion in annual recurring revenue. The stock fell about 1.7% on the day of the m3ter announcement, to close near its 52-week low of $163.52, up from $276.80.
Investors want proof that revenue from consumption-based AI can scale fast enough to overcome the structural threat to seat-based licensing. Acquiring billing infrastructure is a plumbing bet, not a growth catalyst, and the market is pricing accordingly.
The result for m3ter is a quick exit for a company that has raised just $31.5 million in funding. For Salesforce, it’s another piece in a stack that now includes data (Informatica), content (Content), agents (Agentforce), and billing (m3ter). The question is whether businesses will consolidate in this stack or continue to stack themselves from best-in-breed sellers, with the transition to consumer pricing becoming more effective with each agent deployed.
