Meta to ban third-party AI chatbots from WhatsApp, set to hurt OpenAI and others

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WhatsApp will soon block third-party AI chatbots from operating on its platform, a move that effectively makes Meta AI the only assistant allowed on the world’s biggest messaging app.

Meta has updated its WhatsApp Business API policy to ban general-purpose AI chatbots from the platform, tightening control over how artificial intelligence can be used on the app. The change, effective January 15, 2026, means that external AI assistants like those from OpenAI, Perplexity, Luzia, and Poke will no longer be allowed to operate on WhatsApp.

The company added a new section to its API terms specifically targeting “AI providers”, which it defines broadly to include large language models and general-purpose AI assistants. The updated terms state that AI technologies cannot use the WhatsApp Business Solution if the chatbot itself is the main service being offered — a decision Meta says aligns with WhatsApp’s original design as a business-to-customer communication tool.

Meta confirmed that this policy doesn’t affect businesses using AI in limited ways, such as travel companies or e-commerce brands deploying automated customer service bots. Instead, it targets AI startups that have been using WhatsApp to distribute chat-based assistants directly to consumers — a trend Meta said has strained its infrastructure and support systems.

“The purpose of the WhatsApp Business API is to help businesses provide customer support and send relevant updates,” a Meta spokesperson told TechCrunch, adding that the company wants to prioritise these use cases over general-purpose chatbots.

The decision effectively locks out competing AI assistants from WhatsApp, consolidating Meta’s own presence with its in-house Meta AI chatbot, which has recently expanded across Messenger, Instagram, and WhatsApp. For users, that means only Meta’s assistant will remain accessible on the chat platform once the policy takes effect.