The present invention is a silver alloy having excellent reflectance and transmittance, containing silver as a main component and as a first added element group at least one of nickel, molybdenum, copper, cobalt, titanium, scandium, yttrium, manganese, silicon, iron, zirconium, niobium, tantalum, tungsten, chromium and carbon. Here, the first added element group is preferably copper, titanium, zirconium, manganese and yttrium, and further, it is preferable to add at least one of gallium, palladium or dysprosium as a second added element group. Further, the added element concentration total is preferably 0.01 to 20.0 atom%.