Apple has broken new ground by approving Poke, an AI agent startup, as the first artificial intelligence service to operate on its Messages for Business platform. The decision marks a significant shift for Apple’s business messaging service, which has previously been limited to traditional companies like airlines, hotels, and retailers.
This approval comes at a crucial time as Apple prepares for its Worldwide Developers Conference on Monday, where the company is expected to introduce major AI updates including an improved Siri and new AI tools for developers. The timing suggests Apple is accelerating its AI strategy across multiple fronts.
Poke, which launched in March, turns AI assistance into something as simple as sending a text message. The service helps users with everyday tasks through natural conversation, including:
- Daily planning and calendar management
- Health and fitness tracking
- Smart home control
- Photo editing
- General productivity tasks
The AI agent has already processed 100 million messages across its current platforms, which include SMS, Telegram, and WhatsApp in select markets. Now it can add iMessage to that list.
Apple’s Messages for Business platform offers a standardized way for consumers to interact with businesses directly through iMessage. Instead of calling customer service or downloading separate apps, users can get information, schedule appointments, or receive support through Apple’s native messaging interface.
The approval process wasn’t straightforward. Marvin von Hagen, co-founder of The Interaction Company of California (Poke’s parent company), says the startup spent months meeting Apple’s strict requirements. The company had to prove it could provide live human support when needed and clearly identify its service as an AI agent rather than a human representative.
Poke also had to customize its interface to match Apple’s design guidelines. On iMessage, the service shows link previews instead of inline links and uses Apple’s style guide for buttons and interface elements. Von Hagen estimates the approval process would take “a couple of months” for any other AI agent wanting to join the platform.
The partnership creates a new revenue stream for Apple, which charges Poke on a per-user basis. While von Hagen won’t reveal exact pricing, he notes it’s significantly cheaper than Meta’s fees for AI agents on WhatsApp, which increased after EU regulations required the platform to allow third-party AI services.
This development could signal Apple’s broader strategy for AI integration. Rather than just building its own AI tools, the company appears open to hosting third-party AI agents that meet its quality and safety standards. Von Hagen believes Apple’s support for AI agents will expand over time, especially if the business model proves profitable.
The approval required more than just technical compliance. Von Hagen emphasizes that trust played a crucial role in becoming the first approved AI agent. He says Poke focused on building a brand that signals quality and reliability, rather than pursuing rapid user growth through “questionable tactics” common among many consumer tech products.
Poke is now rolling out invites to existing users, giving them the option to switch to the iMessage experience if they prefer it over SMS or other messaging platforms. The company hasn’t disclosed whether Apple plans to announce broader AI agent support at next week’s developer conference.
This approval represents a significant moment for both Apple and the AI industry. It shows Apple is willing to open its tightly controlled ecosystem to AI agents that meet its standards, while providing a template for how other AI companies might integrate with Apple’s platforms in the future.
