Poke becomes first AI agent approved for Apple’s Messages for Business

Poke, a startup that lets users interact with an AI agent via text message, has become the first third-party AI agent approved to run on Apple’s Messages for Business platform. Sarah Perez reports for TechCrunch that the approval marks a significant expansion of a platform previously reserved for businesses communicating with their own customers through iMessage.

Launched in March, Poke is built for everyday users without technical backgrounds. The service handles tasks such as calendar management, health tracking, smart home control, and photo editing, all through a simple text message interface. It currently operates over SMS, Telegram, and WhatsApp in select markets, and will now add iMessage to that list.

A new cost of distribution for AI agents

Poke’s co-founder Marvin von Hagen says his company pays Apple a per-user fee for access to the platform. He describes the rate as significantly lower than what Meta charges for WhatsApp access following EU-mandated changes. The fee structure could become a meaningful revenue stream for Apple while adding a new distribution cost for AI agent startups.

Gaining approval was not straightforward. Poke had to demonstrate it could provide live human support when needed, clearly identify its agent as AI, and adapt its interface to Apple’s design standards, including link previews and Apple-style buttons. Von Hagen says the process took several months and expects the same for any future applicants.

The announcement comes days before Apple’s Worldwide Developers Conference, where the company is expected to unveil an AI-focused version of Siri and new tools for app developers. Whether Apple will make any related announcements about AI agents on Messages for Business at the event remains unclear.

Poke is backed by Spark Capital and General Catalyst. The ten-person team recently closed an additional $10 million in funding, on top of a $15 million seed round, bringing its post-money valuation to $300 million.