WhatsApp to Ban General-Purpose AI Chatbots, Cutting Off Major Platform for ChatGPT, Perplexity

In a move that is set to dramatically reshape the AI landscape, Meta-owned WhatsApp has changed its terms of service to bar general-purpose chatbots from its platform. The new policy, which takes effect on January 15, 2026, will cut off a critical distribution channel for major AI assistants from companies like OpenAI, Perplexity, and other popular startups.

The update to WhatsApp's Business API policy is a strategic earthquake, as it effectively ring-fences the platform's 3 billion users, leaving Meta AI as the only general-purpose assistant with free rein.

The New Rules: A Clear Distinction
The new policy does not ban all AI. Instead, it draws a clear and critical line:

BANNED: General-purpose AI assistants. This includes chatbots where the AI itself is the primary product—bots that users chat with for a wide range of queries, from writing a poem and answering trivia to generating images. This will directly impact the WhatsApp integrations of ChatGPT, Perplexity, and other popular AI bots.

STILL ALLOWED: Business-specific AI. Companies that use AI to support their customer service operations are still welcome. For example, a travel agency's bot that helps you book a flight, a bank's bot that checks your balance, or a retailer's AI that provides an order update are all still permitted.

In short, if a business uses AI to sell a product or service, it's fine. If the AI is the service, it's now prohibited.

Why Meta Is Making This Move
According to Meta, the decision is based on both infrastructure and strategy.

System Strain: A spokesperson for the company explained that the WhatsApp Business API was built for structured business-to-customer conversations (like alerts and support), not for the high-volume, unpredictable, and resource-intensive queries that general-purpose chatbots generate. This unanticipated use case was straining the system.

Monetization & Strategy: The existing business model for the API charges companies for different types of message templates (e.g., marketing, utility, support). The open-ended chats from general-purpose bots didn't fit this model, meaning Meta was hosting its biggest AI rivals for free.

This move walls off WhatsApp's massive user base from its chief AI competitors. It forces users who want a general-purpose AI assistant on the platform to turn to the one Meta controls: Meta AI. For AI startups like Perplexity and Luzia, who relied on WhatsApp for easy access to millions of users, this is a devastating blow, forcing them to now find a new way to reach their audience.