Apple Opens Business Messaging Platform; Poke Becomes First Third‑Party AI Agent

Apple’s Messages for Business platform, previously limited to airlines, retailers and hotels, is now open to independent third‑party AI agents.

Poke, a startup that lets users interact with AI agents via simple text messages, became the first approved AI agent on the platform. Launched in March, Poke provides scheduling, calendar management, health tracking, smart‑home control, and image editing, and has processed over 100 million messages to date.

Before integrating with iMessage, Poke already supported SMS, Telegram and, in some regions, WhatsApp.

The announcement arrived three days before WWDC 2026; rumors about an AI‑focused App Store are unrelated, as Messages for Business enables services to run directly inside iMessage without requiring users to download a separate app.

For entrepreneurs and investors, the most notable aspect is the pay‑per‑user pricing model. Co‑founder Marvin von Hagen says the exact pricing is undisclosed but considerably lower than Meta’s post‑increase fees for WhatsApp AI agents. Scaling could generate substantial revenue for Apple while adding a distribution cost for AI startups.

Apple’s approval process required Poke to meet several conditions: support for human‑hand‑off when needed, clear labeling of AI identity, proof of SMS carrier partnership, and UI adjustments to Apple’s design guidelines (e.g., no inline links, use link previews, redesign buttons). The compliance review took several months, and other teams are expected to face similar timelines.

Poke secured the first slot largely due to trust: unlike many consumer AI products that rely on gray‑area growth tactics, Poke aligned its positioning with Apple’s emphasis on quality and reliability.

It remains uncertain whether Apple will announce broader AI‑agent access at WWDC. Poke is inviting existing users to try the iMessage version voluntarily. The company consists of a 10‑person team based in Palo Alto, backed by Spark Capital, General Catalyst and several angel investors, raised $10 million in a Series A round in April, previously secured $15 million seed funding, and is valued at $300 million post‑money.