Apple approves Poke as first third-party AI agent on Messages for Business
Poke, valued at $300 million, expands from SMS and WhatsApp to iMessage, paying Apple a fee described as lower than competitors, ahead of the company’s Worldwide Developers Conference.
Apple has approved Poke, a text-based AI agent startup, as the first third-party service to operate on its Messages for Business platform. The approval allows Poke to integrate with iMessage, expanding its availability beyond SMS, Telegram, and WhatsApp. Previously, the platform was restricted to established businesses such as airlines and retailers communicating directly with their own customers.
The Palo Alto-based company, known formally as The Interaction Company, launched in March to provide AI assistance for everyday tasks including calendar management, smart home control, and health tracking. Designed for users who may lack technical expertise, Poke has relayed approximately 100 million messages to date. The startup is currently inviting existing users to migrate to the iMessage experience.
Securing approval required a vetting process spanning several months. Apple verified Poke’s capability to provide live human support and ensured the AI agent was clearly identified as such. The startup also had to customise its user interface to adhere to Apple’s guidelines, such as displaying link previews rather than inline links and utilising Apple’s style guide for interface elements.
From a financial perspective, Poke’s co-founder Marvin von Hagen confirmed the company will pay Apple a per-user fee. While exact figures were not disclosed, von Hagen described the cost as significantly lower than fees charged by competitors like Meta AI, which recently increased pricing in response to EU regulations. This per-user model presents a new revenue stream for Apple and a distribution cost for AI startups.
Poke is backed by Spark Capital, General Catalyst, and other angel investors. The 10-person team recently secured an additional $10 million in funding, bringing its post-money valuation to $300 million. The announcement precedes Apple’s Worldwide Developers Conference, where the company is expected to unveil further AI initiatives, including an AI-optimised version of Siri.
