WhatsApp, owned by Meta, has updated its business API policies this week, prohibiting general-purpose chatbots from running on its platform. This change will affect AI assistant services provided by companies such as OpenAI, Perplexity, Luzia backed by Khosla Ventures, and Poke backed by General Catalyst on WhatsApp.
WhatsApp added a new section in its business API terms targeting "AI providers," specifically limiting general-purpose chatbots. This clause will take effect on January 15, 2026, explicitly prohibiting AI model providers from distributing their AI assistants on WhatsApp.
The specific provisions state: "Providers and developers of artificial intelligence or machine learning technologies, including but not limited to large language models, generative AI platforms, general AI assistants, or similar technologies as determined by Meta ('AI providers'), are strictly prohibited from directly or indirectly accessing or using WhatsApp business solutions to provide, deliver, sell, or otherwise offer such technologies when these technologies are the primary function (not an incidental or auxiliary function)."
Meta confirmed this policy change to TechCrunch and clearly stated that it does not affect businesses using AI to serve customers on WhatsApp. For example, travel companies operating customer service bots would not be prohibited.
Meta's reasoning is that the WhatsApp business API was originally designed to help businesses serve their customers, not as a platform for distributing chatbots. The company said that although the API was built for B2B use cases, there have been unexpected use scenarios involving general-purpose chatbots in recent months.
In a statement to TechCrunch, a Meta spokesperson said: "The purpose of the WhatsApp Business API is to help businesses provide customer support and send relevant updates. Our focus is on supporting the tens of thousands of companies building these experiences on WhatsApp."
Meta claims that the new chatbot use cases have placed a significant burden on its system and require types of support the company is not yet prepared for. The company is banning use cases that go beyond the API's intended design and strategic focus.
This move will prevent WhatsApp from being a platform for distributing AI solutions, such as assistants or agents, and means that Meta AI will become the only available assistant on the messaging app.
Last year, OpenAI launched ChatGPT on WhatsApp, and earlier this year, Perplexity also introduced its own bot on the app, trying to tap into its user base of over 3 billion people. Both bots can answer queries, understand media files, respond to voice messages, and generate images. This is likely to have generated a large volume of messages.
However, the bigger issue for Meta is commercial interests. The WhatsApp business API is one of the main ways the messaging app generates revenue. It charges businesses based on different message templates (such as marketing, utility tools, verification, and support). Since the API was not designed with charging for chatbots in mind, WhatsApp cannot charge them.
At Meta's Q1 2025 earnings call, Mark Zuckerberg pointed out that business messaging is a significant opportunity for the company's revenue.
He said: "Currently, the majority of our business is advertising in Facebook and Instagram feeds. However, WhatsApp now has over 3 billion monthly active users, with more than 100 million in the United States and growing rapidly. Messenger has over 1 billion monthly users, and the number of messages sent daily on Instagram is now comparable to that of Messenger. Business messaging should become the next pillar of our business."
From a business strategy perspective, this policy change reflects Meta's balance between platform control and monetization. The operation of third-party AI chatbots on WhatsApp raises two core issues: technical burden, as a large volume of message interactions increases server pressure; and business model conflict, as the existing API pricing structure cannot cover the use cases of general-purpose chatbots.
A deeper reason may involve platform competition. Allowing competitors' AI assistants, such as those from OpenAI and Perplexity, to run on WhatsApp essentially helps competitors reach users. By banning third-party general AI assistants, Meta ensures the exclusive position of its own Meta AI within the WhatsApp ecosystem, which aligns with its strategic goal of making business messaging a new growth engine.
For affected AI companies, this policy will force them to seek other channels to reach users. The 3 billion user base of WhatsApp is highly attractive to any AI service provider, and losing this distribution channel could impact their user growth strategies.
From an industry perspective, this is another case of a major platform using policy to control its ecosystem. Although Meta emphasizes that this is to maintain the "intended use" of the API, the essence is to consolidate the market position of its own AI products through technological and commercial rules. Such practices are not uncommon in the tech industry, but they may spark discussions about platform openness and fair competition.
