Poke becomes first AI agent approved for Apple’s Messages for Business platform

Poke, a startup that lets users interact with an AI agent as easily as sending a text message, has been approved to operate on Apple’s Messages for Business platform — a first for any AI agent. The approval marks a notable expansion of Apple’s business messaging ecosystem, which had previously been limited to partnered businesses like airlines, retailers, and hotel chains.

What this means for Apple’s messaging strategy

Apple’s Messages for Business platform provides a standardized interface for businesses to communicate with customers through iMessage, supporting both automated chat systems and live agents. Until now, AI agents were not part of that equation. Poke’s integration changes that, opening the door for more AI-driven customer interactions within Apple’s walled garden.

Launched in March, Poke is designed for everyday users who may not have the technical skills to use command-line tools or more complex agentic systems. The service handles tasks like daily planning, calendar management, health and fitness tracking, smart home control, and photo editing — all through text messages. To date, Poke has relayed roughly 100 million messages across SMS, Telegram, and WhatsApp in some markets.

Approval process and business model

Getting Apple’s approval required Poke to demonstrate it could offer live support if needed, clearly identify its AI agent as such, and submit testimonies from its messaging providers. The startup also customized its user interface to meet Apple’s guidelines, including using link previews instead of inline links and adopting Apple’s style guide for buttons and interface elements.

Marvin von Hagen, co-founder of The Interaction Company of California, the Palo Alto-based startup behind Poke, says the approval process took several months. “This took a couple of months to adhere to all of these standards, and it will take anyone else who wants to build on this — it will also take them a couple of months to get through this approval process,” he said.

Poke will pay Apple on a per-user basis, though von Hagen declined to share exact pricing. He noted the cost is significantly lower than Meta AI’s fees after the company increased them in response to EU regulations requiring third-party AI agents on WhatsApp. “I think that Apple is just noticing this is the best way to offer AI, and actually, good for them, because they charge us,” von Hagen said.

Why this matters for consumers and developers

The approval signals that Apple is willing to integrate third-party AI agents into its messaging infrastructure, potentially creating a new revenue stream and a more interactive experience for iMessage users. For consumers, it means they can now access AI assistance directly within the familiar iMessage interface, without needing to download a separate app or learn a new tool.

For developers, the approval process could serve as a blueprint for bringing other AI agents to Apple’s platform. Von Hagen emphasized that trust played a key role in Poke being first. “It was also just important that we were very aligned in terms of the positioning of the company,” he said, noting that many consumer products today prioritize growth through questionable tactics. “We care about quality, we care to have a brand that signals trust.”

Timing ahead of WWDC

The news comes just days before Apple’s Worldwide Developers Conference, where the company is expected to introduce an AI-optimized version of Siri along with other AI tools and services. There have also been rumors that Apple would open its App Store to AI agents, though Poke’s integration is specifically within Messages for Business, not a consumer-facing app.

It remains unclear whether Apple will announce any news related to AI agents on its Messages for Business platform at WWDC. Von Hagen said he is not clued into Apple’s plans. Meanwhile, Poke is rolling out invites to existing users who want to move to the iMessage experience.

Conclusion

Poke’s approval as the first AI agent on Apple’s Messages for Business platform represents a meaningful step in the evolution of AI-powered messaging. It demonstrates Apple’s willingness to integrate third-party AI agents into its ecosystem, while also creating a new business model for the company. For users, it offers a seamless way to access AI assistance through a familiar interface. The development also sets a precedent for other AI agents seeking similar approvals, potentially reshaping how consumers interact with AI on Apple devices.

FAQs

Q1: What is Poke?
Poke is an AI agent that operates via text message, helping users with tasks like planning, calendar management, health tracking, smart home control, and photo editing. It is accessible through SMS, Telegram, WhatsApp, and now iMessage via Apple’s Messages for Business platform.

Q2: How is Poke different from Siri?
Poke is a third-party AI agent integrated into Apple’s Messages for Business platform, while Siri is Apple’s native voice assistant. Poke focuses on text-based interactions and is designed for users who prefer messaging over voice commands.

Q3: Will other AI agents be able to join Apple’s Messages for Business platform?
Yes, but the approval process is rigorous. Poke’s co-founder noted that it took several months to meet Apple’s standards, including requirements for live support, clear agent identification, and interface customization. Other developers will likely face a similar process.