Poke AI, a startup specializing in making AI agents accessible via text message, has secured a landmark approval from Apple. It is now the first standalone AI agent to operate on Apple’s Messages for Business platform. This marks a significant shift in how Apple’s enterprise communication strategy is evolving.
The green light allows Poke AI to integrate directly into iMessage, expanding its reach well beyond SMS, Telegram, and WhatsApp. Historically, Apple’s Messages for Business was reserved strictly for companies to communicate with their own customers: airlines sending flight updates, retailers handling returns, hotels managing bookings. Now a third-party AI agent can operate on the platform.
Poke, which launched in March, distinguishes itself by offering a straightforward AI experience. It targets everyday users who might be intimidated by complex agentic systems. The company has already processed approximately 100 million messages across its existing channels.
How Poke Works on iMessage
Users interact with Poke by sending a text message to ask questions or request help. The AI responds with generated answers and carries out tasks. Currently, the agent handles daily planning, calendar management, health tracking, smart home control, and photo editing. All of this is now available directly through iMessage.
This is not a traditional mobile app in the App Store sense. Instead, it lets consumers engage with an AI directly through their Messages app. They can retrieve information, get support, and schedule appointments without making a phone call or downloading anything new.
Why the Timing Matters
This announcement arrives just days before Apple’s Worldwide Developers Conference. Industry observers expect Apple to unveil an AI-optimized version of Siri and other developer tools at the event.
While rumors suggested Apple might open its App Store to AI agents, this integration is specifically through the business messaging platform. It signals Apple’s intent to expand how AI agents can reach users, even if the mechanics differ from what some expected.
A New Business Model for AI Agents
For AI startups, the financial implications are significant. Marvin von Hagen, co-founder of The Interaction Company of California (the team behind Poke), confirmed that Poke will pay Apple on a per-user basis for platform access. Specific pricing remains undisclosed, but he noted it is substantially lower than what Meta AI charges.
Meta AI raised its fees in response to EU regulations requiring it to permit third-party AI agents on WhatsApp. This per-user model, scaled across a large user base, could become a new revenue stream for Apple. For AI agent startups, it introduces a fresh distribution cost that must factor into their financial planning.
The path to approval took months, according to von Hagen. Apple required verification of live support capabilities and clear labeling identifying Poke as an AI agent. Poke also submitted testimonials from its messaging providers and customized its entire user interface to meet Apple’s strict guidelines.
This meant displaying link previews instead of inline links and adopting Apple’s style guide for buttons and interface elements. Von Hagen expects other developers will face a similarly lengthy process if they apply.
Poke is rolling out invitations to existing users, giving them the option to transition to iMessage. The ten-person team, backed by Spark Capital and General Catalyst, recently raised an additional $10 million in funding. That brings total funding to $25 million and values the company at $300 million post-money.
It remains unclear whether Apple will announce additional AI agents for Messages for Business at WWDC. However, Poke’s early approval suggests a potential expansion of Apple’s AI strategy in the enterprise communication space. Other startups and AI agent companies will likely be watching closely to see if the door opens wider.
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