For creators and makers, the arrival of Poke on Apple’s Messages for Business signals a shift from building complex command-line tools to deploying AI agents that feel as natural as sending a text. Until now, Apple’s platform was reserved for businesses to manage their own customer communications. Now, standalone third-party agents can join the ecosystem, allowing users to interact with services like daily planning, calendar management, health tracking, and smart home control directly through iMessage.
A new lane for AI distribution
Launched in March, Poke distinguishes itself by removing the technical barrier that often stops everyday users from engaging with sophisticated agentic systems. The startup reports having relayed approximately 100 million messages so far. While the service previously operated over SMS, Telegram, and WhatsApp in select markets, this approval adds iMessage to its roster.
This development arrives just days before Apple’s Worldwide Developers Conference, where an AI-optimised version of Siri and other developer tools are expected to be unveiled. Rumours have also circulated that Apple might open its App Store to AI agents, but Poke’s integration takes a different approach. Rather than a consumer-facing app, the platform enables users to reach out to businesses for support, scheduling, and information without picking up a phone.
The economics of the approval
Marvin von Hagen, co-founder of Poke, reveals that his startup will pay Apple a per-user fee. He notes the rate is significantly lower than what Meta AI pays following EU regulatory changes that forced fee increases on WhatsApp agents. While the exact figure remains confidential, von Hagen suggests this toll structure offers Apple a meaningful new revenue stream, provided the platform scales.
“I think that Apple is just noticing this is the best way to offer AI, and…actually, good for them, because they charge us. They charge us per user on the platform and actually make money with this, especially if it becomes really big,” von Hagen says.
He adds that Apple’s support for such agents is likely to expand over time.
Trust as a prerequisite
Securing approval was not instantaneous. Apple required verification that Poke could provide live human support when necessary and that the AI nature of the agent was clearly disclosed. The startup also had to customise its interface to match Apple’s strict guidelines, such as replacing inline links with link previews and adhering to specific style guides for buttons and elements.
“This took a couple of months to adhere to all of these standards, and it will take anyone else who wants to build on this — it will also take them a couple of months to get through this approval process,” von Hagen said. He attributes the decision to make Poke the first approved agent largely to trust and alignment in positioning.
With consumer products often prioritising rapid growth over ethics, von Hagen emphasises their commitment to quality and a brand that signals reliability.
As for Apple’s upcoming WWDC keynote, von Hagen remains unsure if further announcements regarding AI agents on the Messages platform will be made. Meanwhile, Poke is currently rolling out invites to existing users, allowing them to opt into the iMessage experience if they prefer it.
Backed by Spark Capital, General Catalyst, and other angel investors, the ten-person team recently secured an additional $10 million investment, bringing its post-money valuation to $300 million on top of a $15 million seed round last year. Apple was not immediately available for comment.
Key takeaways
- Poke becomes the first standalone third-party AI agent approved for Apple’s Messages for Business platform, expanding beyond SMS and WhatsApp to include iMessage.
- The integration introduces a per-user fee model for startups, offering Apple a new revenue stream while providing a lower-cost distribution channel compared to Meta’s current fees.
- Apple’s rigorous approval process, requiring live support verification and strict UI adherence, suggests a timeline of several months for future entrants to the market.
- Poke’s rapid valuation growth to $300 million underscores investor confidence in the viability of AI agents as consumer-facing tools rather than just developer utilities.
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