WhatsApp Bans General-Purpose Chatbots - New Terms Explained

WhatsApp Restricts General-Purpose Chatbots on its Business API

This week, WhatsApp, the messaging application owned by Meta, implemented a change to its Business API policy. This alteration specifically prohibits the operation of general-purpose chatbots on the platform.

Impact on AI-Powered Assistants

The policy shift is anticipated to impact companies utilizing WhatsApp as a base for AI assistants. Affected entities include OpenAI, Perplexity, Luzia (supported by Khosla Ventures), and Poke (backed by General Catalyst).

New Terms for AI Providers

A new section addressing “AI providers” has been incorporated into the Business API terms of service. These revised terms, effective January 15, 2026, explicitly prevent AI model providers from distributing their AI assistants through WhatsApp.

Clarification on Business Use Cases

Meta has confirmed this change to TechCrunch, clarifying that businesses employing AI for direct customer service on WhatsApp will not be affected. For example, a travel agency utilizing a bot for customer support will continue to be permitted.

Rationale Behind the Policy Change

Meta explains that the WhatsApp Business API is intended to facilitate customer service and deliver pertinent updates from businesses. It is not designed to function as a distribution platform for chatbots.

The company observed an unexpected surge in the use of the API for general-purpose chatbot services, deviating from its original purpose.

Meta’s Focus on Business-to-Business Interactions

“The WhatsApp Business API is designed to assist businesses in providing customer support and sending relevant updates,” stated a Meta spokesperson to TechCrunch. “Our primary focus remains on supporting the numerous businesses that are developing these experiences on WhatsApp.”

System Strain and Support Requirements

The increased volume of messages generated by these new chatbot applications placed a significant strain on Meta’s systems. Furthermore, it necessitated a different level of support than the API was initially configured to handle.

Consequently, Meta is prohibiting use cases that fall outside “the intended design and strategic focus” of the API.

Implications for AI Solution Distribution

This decision effectively removes WhatsApp as a viable platform for distributing AI solutions, such as intelligent assistants or agents. It also establishes Meta AI as the sole assistant available within the chat application.

Recent Chatbot Launches on WhatsApp

OpenAI launched ChatGPT on WhatsApp last year, and Perplexity followed suit earlier this year. Both bots leveraged WhatsApp’s extensive user base – exceeding 3 billion individuals – to answer questions, process media, respond to voice notes, and even generate images.

Monetization Concerns and Business API Revenue

A key factor driving this change is WhatsApp’s revenue model. The Business API generates income by charging businesses based on message templates used for marketing, utility, authentication, and support.

Because the API lacked provisions for chatbots, WhatsApp was unable to monetize their usage.

Zuckerberg’s Vision for Business Messaging

During Meta’s Q1 2025 earnings call, Mark Zuckerberg highlighted the significant revenue potential of business messaging.

“Currently, the majority of our revenue comes from advertising on Facebook and Instagram feeds,” he noted. “However, WhatsApp now boasts over 3 billion monthly active users, with more than 100 million in the US and rapid growth. Messenger also sees over a billion users monthly, and Instagram now handles as many messages daily as Messenger. Business messaging is poised to become the next major pillar of our business.”