Apple Approves Poke as First AI Agent on Messages for Business

Poke, a startup that turns using AI agents into something as simple as sending a text message, has become the first AI agent approved to run on Apple's Messages for Business platform. Previously, the platform was designed for businesses — airlines, retailers, hotel chains, and others — to communicate with their own customers through iMessage, offering a standardized interface that supports both automated chat and live agents. Until now, it hadn't been open to standalone third-party AI agents.

Launched in March, Poke is one of the first AI agents designed to be accessible to everyday users who don't have the technical skill set or inclination to work with command-line tools or more complex agentic systems, like OpenClaw. Today, Poke can help with common activities, like daily planning, managing your calendar, tracking your health and fitness, controlling your smart home, and editing your photos, all via text message. To date, it's relayed some 100 million messages, the company tells TechCrunch.

The AI service operates over SMS, Telegram, and, in some markets, WhatsApp. Now, Poke will be able to add iMessage to its supported platforms. The news of Poke's launch on Apple's Messages for Business comes just days ahead of Apple's anticipated Worldwide Developers Conference on Monday, where it's expected to introduce an AI-optimized version of Siri along with other AI tools and services for app developers.

Marvin von Hagen, co-founder of The Interaction Company of California, the Palo Alto-based startup behind Poke, says his startup will pay Apple on a per-user basis. While he can't share the exact pricing, he notes that it's significantly lower than Meta AI, after it increased fees in response to EU regulation that required it to permit third-party AI agents on WhatsApp. That per-user toll structure, applied at scale, represents a potentially meaningful new revenue stream for Apple but also a new cost of distribution that AI agent startups will need to factor in.

Getting Apple's approval required an approval where the company verified it could offer live support, if needed, and that its AI agent was clearly identified as such. Poke also submitted testimonies from its messaging providers and customized its user interface to meet Apple's guidelines. For instance, Poke on iMessage has to show link previews instead of inline links, as before, and it uses Apple's style guide for things like buttons and interface elements.

"This took a couple of months to adhere to all of these standards, and it will take anyone else who wants to build on this — it will also take them a couple of months to get through this approval process," von Hagen said. As for being the first? That had a lot to do with trust.