Meta is updating its business application programming interface (API) rules for WhatsApp, effectively banning AI companies from using the platform as a primary chat interface, with the new regulation taking effect on January 15, 2026.
This change impacts companies like OpenAI and Perplexity, which had launched phone numbers allowing users to add their AI models as contacts and interact with them directly within WhatsApp. These services gained popularity due to WhatsApp’s large user base of 3 billion active users. The approach was also beneficial for users in countries where mobile carriers exempt WhatsApp traffic from data charges, offering a way to access AI models on constrained data plans. The experience on WhatsApp is more limited compared to the full platforms offered by the AI companies.
The policy change specifically targets AI providers where the AI technology is the main functionality offered. It does not affect businesses and services that incorporate AI as part of a customer-support workflow on WhatsApp. The updated terms of service clarify this distinction. Meta’s new terms state: “Providers and developers of artificial intelligence or machine learning technologies, including but not limited to large language models, generative artificial intelligence platforms, general-purpose artificial intelligence assistants, or similar technologies as determined by Meta in its sole discretion (‘AI Providers’), are strictly prohibited from accessing or using the WhatsApp Business Solution, whether directly or indirectly, for the purposes of providing, delivering, offering, selling, or otherwise making available such technologies when such technologies are the primary (rather than incidental or ancillary) functionality being made available for use, as determined by Meta in its sole discretion.”
In response to the updated policy, OpenAI confirmed that its WhatsApp contact will stop working after the January 15, 2026, deadline. Perplexity, which is also accessible via Telegram and X, has not yet announced whether it will discontinue its support for WhatsApp.
