Meta Restricts General AI Chatbots on WhatsApp, Prioritizing business Dialog
Meta is implementing a new policy to ban general AI chatbots, like those offered by OpenAI‘s ChatGPT and Perplexity, from operating on its WhatsApp platform, effective January 15, 2026. This decision stems from a surge in AI chatbot usage that Meta believes is straining the system and disrupting WhatsApp’s core business-to-customer (B2C) communication focus.
According to a statement reported by TechCrunch, Meta’s priority remains the “tens of thousands of businesses that are building this experience on WhatsApp.” The WhatsApp Business API was originally designed for direct B2C interactions, and the influx of general AI chatbots doesn’t align with this intended use or Meta’s monetization model.Revenue is primarily generated through business message categories like marketing, utility, and authentication.
While broad AI chatbot functionality is being restricted, the policy includes an exception for businesses utilizing AI on a limited basis for customer service. For example, travel companies employing bots to assist with bookings are permitted to continue operations. This demonstrates Meta’s willingness to accommodate AI implementations that directly support specific business needs.
The rise of AI chatbots on WhatsApp began in 2024 with the launch of ChatGPT, followed by Perplexity in early 2025. These bots offered advanced features like image and voice message understanding, and image creation, attracting user enthusiasm. However, Meta found it arduous to monetize these services as they didn’t fit within established business message categories.
This move also supports meta’s strategy to position meta AI as its primary digital assistant across its product ecosystem. Recent integrations of WhatsApp privacy features with Meta AI capabilities further demonstrate this centralized approach.
The ban is expected to prompt AI developers like OpenAI and Perplexity to explore choice platforms or adjust their distribution strategies. Businesses utilizing limited AI for customer service will not be directly affected.
meta’s decision reflects a broader industry trend of large platforms asserting greater control over their ecosystems, similar to previous actions like banning the NSO Group from hacking WhatsApp. the company emphasizes its commitment to maintaining the security and integrity of the platform while reinforcing WhatsApp’s business model centered on B2C communication and establishing Meta AI as the central AI experience within the messaging application.
