Apple Lets AI Agent Poke Join Messages for Business

Poke, a startup that simplifies using AI agents into a text-message-like experience, has become the first AI agent approved to run on Apple’s Messages for Business platform. Previously, the platform allowed businesses - airlines, retailers, hotels, and others - to interact with their customers via iMessage, supporting both automated chats and live agents. Third-party AI agents had not been allowed until now.

Launched in March, Poke is designed to be accessible to everyday users who don’t have technical expertise. The AI can handle tasks such as daily planning, calendar management, fitness tracking, smart home control, and photo editing - all through text messages. According to the company, Poke has processed around 100 million messages across platforms like SMS, Telegram, and WhatsApp.

With its approval on Apple’s Messages for Business, Poke can now operate over iMessage. Unlike a typical mobile app, this integration allows users to interact with the AI through iMessage directly, asking questions or making requests, without the need for calling or installing new apps.

Business Model and Apple Revenue

Poke will pay Apple on a per-user basis. While exact pricing is undisclosed, co-founder Marvin von Hagen says it is significantly lower than Meta AI’s fees following EU regulations. This per-user structure could generate a meaningful revenue stream for Apple while representing a cost for AI agent startups.

Von Hagen explained that Apple’s approval required demonstrating live support capability, clearly identifying the AI agent, and adapting the interface to meet Apple’s design guidelines. For instance, Poke must show link previews instead of inline links and follow Apple’s style guide for interface elements. The approval process took a few months, a hurdle future AI agent developers will need to navigate.

Trust and Quality as Key Differentiators

Being the first AI agent approved on Apple’s platform also hinged on alignment with Apple’s trust and quality standards. Von Hagen emphasized that Poke prioritizes user trust and brand integrity over aggressive growth tactics.

The startup is currently rolling out invites for existing users to optionally transition to the iMessage experience.

Funding and Valuation

Poke is backed by Spark Capital, General Catalyst, and other angel investors. The 10-person startup recently raised $10 million on top of a $15 million seed round last year, bringing its post-money valuation to $300 million.

The approval of Poke marks a notable milestone for AI agents in consumer messaging, hinting at the potential expansion of Apple’s support for AI-driven services in its ecosystem.