Poke has become the first AI agent approved to operate on Apple’s Messages for Business platform. This is an AI startup that allows users to interact with AI through simple text messages. The move marks a key shift in how Apple may allow controlled third-party AI systems inside iMessage.
Until now, the platform was restricted to traditional businesses such as airlines, retailers and hotel chains. It enabled them to communicate with customers through automated chat systems and live agents. Standalone AI agents were not part of this ecosystem.
Poke, launched in March by The Interaction Company of California, is designed to make AI interaction as simple as sending a message. Users can access services such as daily planning, calendar management, health tracking, smart home control and photo editing through text-based conversations.
The startup already operates across SMS, Telegram and WhatsApp in select markets. With Apple’s approval, iMessage now becomes part of its distribution network. Poke claims it has processed nearly 100 million messages so far.
The approval highlights Apple’s strict control over how AI systems enter its messaging ecosystem. Poke had to clearly identify its AI agent, ensure user-facing transparency and meet Apple’s design standards. The company also had to adapt its interface to Apple’s rules, including replacing inline links with previews and using Apple-style UI elements.
This approach reflects Apple's broader strategy of testing AI systems in controlled environments before expanding their availability.
A key development in this approval is Apple effectively testing what industry observers describe as an ‘AI governance layer’ inside iMessage. Rather than opening the platform to unrestricted AI apps, Apple is approving individual agents under strict conditions, including verification, user safety requirements and platform compliance.
This creates a controlled framework where AI agents can operate inside messaging infrastructure without functioning as independent apps. It also allows Apple to monitor how users interact with AI systems inside a tightly regulated environment.
Poke’s co-founder Marvin von Hagen said Apple charges a per-user fee for access to Messages for Business. While pricing details were not disclosed, he said it is lower than comparable AI distribution costs on competing platforms.
The structure introduces a potential new revenue stream for Apple, while also creating additional distribution costs for AI startups.
Poke is backed by Spark Capital, General Catalyst and other investors. The company recently raised an additional $10 million, adding to a $15 million seed round, and is valued at $300 million post-money. Apple has not commented on the development.
The development comes just ahead of Apple’s Worldwide Developers Conference, where the company is expected to announce updates around AI tools, Siri improvements and developer-facing AI features. There is also speculation that Apple may eventually expand AI agent access across its App Store ecosystem, though no official confirmation has been made.
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