Meta-owned WhatsApp has implemented a major change to its business API policy, effectively banning general-purpose chatbots from its platform. This policy shift targets AI Providers—including developers of large language models, generative artificial intelligence platforms, and similar technologies—that rely on the WhatsApp Business Solution for distribution.

This change will directly affect popular WhatsApp-based assistants from major companies, including those backed by Khosla Ventures (Luzia) and General Catalyst (Poke), as well as bots previously offered by OpenAI and Perplexity. These specific third-party AI assistants, which previously allowed users to ask queries, understand media files, reply to voice notes, and generate images, contributed to significant message volume.

The core rationale behind Meta’s decision is twofold: design intent and revenue strategy. Meta asserts that the WhatsApp Business API was designed exclusively to help businesses provide customer support and send relevant updates. The general-purpose chatbot use cases were deemed outside the "intended design and strategic focus" and placed a heavy burden on Meta’s system due to unanticipated message volume. Furthermore, WhatsApp generates revenue by charging businesses based on specific message templates (like marketing and utility); the existing API design had no provision to charge general-purpose chatbots. Meta CEO Mark Zuckerberg has previously emphasized that business messaging is positioned to be the "next pillar" of the company’s revenue.

Under the new terms, which go into effect on January 15, 2026, AI Providers are strictly prohibited from distributing technologies where AI or machine learning is the primary functionality being made available for use. The move effectively ensures that Meta AI is the only assistant available on the chat app. However, businesses that use AI incidentally to serve customers—such as a travel company running a bot for customer service—will not be barred from the service.