Meta changes WhatsApp terms to block third-party AI assistants

Meta-owned WhatsApp has updated the terms of its Business API to forbid general-purpose AI chatbots from being hosted or distributed via its platform. The change will take effect on 15 January 2026.

Under the revised terms, WhatsApp will not allow providers of AI or machine-learning technologies, including large language models, generative AI platforms, or general-purpose AI assistants, to use the WhatsApp Business Solution when such technologies are the primary functionality being provided.

Meta says the Business API was designed for companies to communicate with their customers, not as a distribution channel for standalone AI assistants. The company emphasises that this update does not affect businesses using AI for defined functions like customer support, reservations or order tracking.

The move is significant for the AI ecosystem. Several startups and major players had offered their assistants via WhatsApp, including the likes of OpenAI (ChatGPT), Perplexity AI and others. These will now have to rethink how they integrate or distribute on WhatsApp.

Meta also notes that the volume of messages from these chatbots imposed strain on WhatsApp’s infrastructure and deviated from the intended business-to-customer messaging model. Furthermore, by limiting such usage Meta retains stronger control over how its platform is monetised.

For third-party AI providers, the implication is clear: WhatsApp will no longer serve as a platform for generic assistants but rather for business workflows or task-specific bots. This redefinition realigns the platform’s strategy and draws a clearer boundary between enterprise usage and public-facing AI services.

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