WhatsApp updates Business API to ban general-purpose chatbots

Meta-owned WhatsApp has updated its Business API policy to prohibit general-purpose chatbots on its platform. The change, set to take effect on 15 January 2026, will impact AI assistants from companies such as OpenAI, Perplexity, Luzia, and Poke.

The revised terms introduce a new section addressing “AI providers,” specifying that any provider of artificial intelligence or machine learning technologies — including large language models, generative AI platforms, and general-purpose AI assistants — cannot use WhatsApp Business Solution if these technologies are the primary functionality. Meta has the discretion to determine which services fall under this rule.

Meta clarified to TechCrunch that this restriction does not affect businesses using AI for customer service on WhatsApp. For example, a travel company operating a support bot will remain unaffected.

The company explained that the Business API is intended to help businesses provide customer support and send relevant updates, rather than act as a distribution platform for AI assistants. Meta noted that recent general-purpose chatbot activity significantly increased message volume and required types of support outside the API’s intended scope.

“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 businesses building these experiences on WhatsApp,” a Meta spokesperson told TechCrunch.

This update effectively prevents WhatsApp from being used to distribute AI solutions, leaving Meta AI as the only assistant available on the platform. OpenAI’s ChatGPT bot, launched last year, and Perplexity’s bot, introduced earlier this year, enabled users to interact with AI for queries, media interpretation, voice notes, and image generation, generating significant message volume.

Meta also highlighted financial reasons for the change. The WhatsApp Business API is a key revenue source, charging businesses for message templates across marketing, utility, authentication, and support. General-purpose chatbots fell outside the API’s design, limiting WhatsApp’s ability to monetise these interactions. During Meta’s Q1 2025 earnings call, Mark Zuckerberg emphasised the potential of business messaging as a revenue pillar for the company, given WhatsApp’s more than 3 billion monthly users.