Poke, a startup that simplifies interaction with powerful AI agents to the simplicity of sending a text message, has secured approval to operate on Apple’s Messages for Business platform.
This marks the first time a standalone third-party AI agent has been integrated into the service, previously reserved for businesses such as airlines, retailers, and hotel chains to communicate directly with customers via iMessage.
Launched in March, Poke aims to make advanced AI accessible to everyday users who lack technical expertise or interest in complex interfaces. Through simple text conversations, users can manage daily planning, calendars, health and fitness tracking, smart home controls, and photo editing. To date, the service has relayed more than 100 million messages across SMS, Telegram, WhatsApp (in select markets), and now iMessage.
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The integration expands Poke’s reach within Apple’s tightly controlled ecosystem and comes just days before Apple’s Worldwide Developers Conference (WWDC), where the company is expected to unveil an AI-optimized Siri and other developer tools. While rumors suggest Apple may open its App Store to AI agents, Poke’s approval operates through the existing Messages for Business framework, allowing users to interact with the AI directly through iMessage without downloading a separate app.
Marvin von Hagen, co-founder of The Interaction Company (the Palo Alto-based startup behind Poke), highlighted the strategic importance of the move. The company will pay Apple on a per-user basis — a structure von Hagen described as significantly more favorable than recent fee increases imposed by Meta on its WhatsApp platform due to EU regulations.
This revenue-sharing model could represent a meaningful new income stream for Apple while giving AI startups like Poke scalable distribution within one of the world’s most valuable consumer ecosystems.
“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 said.
Approval Process and Trust Factors
Securing Apple’s approval was no small feat. It required Poke to demonstrate robust live human support capabilities as a fallback, clearly identify itself as an AI agent, and adhere to strict design guidelines. This included using Apple-style buttons, interface elements, and link previews instead of inline links.
Von Hagen noted the process took several months and will likely pose a similar barrier for other AI agents seeking entry.
“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,” he said.
Trust played a significant role in Poke being first. Von Hagen emphasized that the startup’s focus on quality and long-term brand integrity, rather than aggressive growth tactics, aligned well with Apple’s standards.
Poke is currently rolling out invites to existing users, giving them the option to shift interactions to iMessage. The service will initially remain free for businesses and consumers, with paid tiers expected soon.
This development is significant on multiple levels. For Apple, it represents a pragmatic step toward embracing AI agents without immediately opening the App Store or core iOS systems. By integrating capable third-party agents into Messages for Business, Apple can enhance the utility of its messaging platform while generating new revenue and gathering valuable data on AI usage patterns.
For the broader AI industry, Poke’s approval highlights the growing push toward agentic AI — systems that go beyond answering questions to actively performing tasks. While giants like OpenAI, Anthropic, and Google dominate headlines with frontier models, startups like Poke are focusing on usability and accessibility. Poke is attempting to meet users where they already are, rather than forcing them into new apps or interfaces by operating across SMS, messaging apps, and now iMessage.
With WWDC approaching, Apple is under pressure to demonstrate meaningful AI progress. Allowing Poke onto Messages for Business could serve as an early signal of how Apple envisions third-party AI integration — controlled, secure, and revenue-generating for the company.
Poke, backed by Spark Capital, General Catalyst, and several angels, recently raised an additional $10 million, bringing its total funding to $25 million. The 10-person startup is now valued at $300 million post-money. Its lean structure and focus on practical, text-first interactions differentiate it from more resource-intensive agent platforms.
Von Hagen and his team are betting that simplicity and seamless integration will drive adoption. In a world where many AI tools still feel experimental or overly complex, Poke’s text-message interface lowers the barrier dramatically. Early traction, 100 million messages in just a few months, suggests strong product-market fit among users seeking frictionless AI assistance.