- WhatsApp will ban general-purpose chatbots from its Business API starting January 15, 2026.
- Customer service bots will still be allowed if their AI is incidental functionality.
- Meta AI will remain the only assistant available within the app.
- The measure alleges technical overload and monetization constraints on WhatsApp Business.
WhatsApp has modified its API terms for businesses. and, from the January 15, 2026, will ban general-purpose chatbots on the platformThe decision impacts assistants like ChatGPT, Perplexity, Luzia or Poke, and in practice leaves Meta AI as the only general-purpose option within the app.
The measure does not block a company from using automations to resolve incidents or customer questions; what is restricted is that the AI model providers distribute their general assistants through the API. Meta maintains that WhatsApp Business was born to transactional support and updates, and that open bots have triggered a volume of messages that today does not fit either technically or commercially.
What exactly has changed in politics
Meta has added a specific section for “AI providers” in the WhatsApp Business terms. prohibits access to and use of the enterprise solution when the primary function is to offer, sell, or make available general-purpose AI assistants, leaving this rating to the Meta's discretionThe law is scheduled to enter into force on January 15, 2026.
In other words: if the core of the service that is intended to be offered on WhatsApp is a general conversational assistant (LLM, generative platforms or related technologies), will not be able to operate on the WhatsApp Business API. However, if AI is used as an accessory within a service flow, the door remains open.
Who is affected and who is saved
Third-party bots that have become popular as a gateway to more than 10 ... 3.000 million users WhatsApp, including integrated versions of ChatGPT (OpenAI), Perplexity, the Spanish Luzia, or Poke. These are tools designed to answer almost any query, process audio and image or generate content, just the kind of use Meta wants to get out of its API.
- Cases are allowed where AI is incidental or auxiliary: for example, a travel agency bot that confirms reservations.
- Bank or shop assistants are also suitable. solve specific tasks (authentication, support, notices).
- General purpose assistants are left out. are not linked to a specific process of attention or utility.
The reasons behind the veto
On the technical level, Meta maintains that these new uses have generated system overload due to messaging peaks and support needs that the company had not anticipated for the Business API. behavior of an open assistant It differs from a limited flow of attention and multiplies exchanges.
On the business side, WhatsApp Business API monetizes with templates and categories (marketing, utilities, authentication, and support). General chatbots didn't fit into that design, so they accessed WhatsApp's infrastructure and audience without a clear charging model. That's why Meta wants to align usage with its monetization strategy.
The company's management has already outlined the direction: the business messaging must become one of the pillars of revenue. This rethinking strengthens Meta's control over what types of AI experiences are allowed and under what rules within its ecosystem.
Practical consequences for users and companies
General care providers have to deadline until January 15, 2026 to remove their WhatsApp integrations or redirect them toward use cases that comply with the policy. It's time to make a move: review the product, the legal framework, and the technical architecture.
For users, the transition means that, within the app, AI goal will remain as the only general assistant. Anyone who wants features like open-ended replies, audio summaries, or image analysis from other bots will have to migrate to their native apps or to alternative channels.
- Audit your flows in WhatsApp and remove functions from general use not aligned with care/operational.
- Redesign the bot so that the AI is incidental support (FAQ, verification, confirmations).
- Prepare the migration from open experiences to proprietary applications or the web.
- Communicate changes to customers and adjust analytics to measure the simulator.
The case of Luzia and the Spanish market
El Spanish chatbot Luzia It took off thanks to its integration with WhatsApp and a highly applauded feature: the automatic transcription of voice notesOver time, WhatsApp natively incorporated similar capabilities, reducing some of the novelty effect that catapulted the startup.
The company reported having reached 60 million users in 40 countries and capture nearly 30 millones de euros in financing. Without a fully defined business model, its managers have considered avenues such as ads and sponsored links in their native apps, where they will likely concentrate their efforts after the policy change.
This move puts WhatsApp back in its original lane—business-to-customer support and communication—while also limits the distribution of rival assistants within the app and consolidates Meta AI as the only general-purpose option. For the ecosystem, the short term requires operational adjustments, and in the medium term, it opens the debate about whether Meta will eventually enable a specific framework that allows third parties to return with clear conditions.
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