Meta changed the rules of the WhatsApp Business API: since January 15, 2026, "general-purpose" artificial intelligence chatbots are no longer allowed. That means assistants that answer any question on any topic, like ChatGPT, Perplexity or Luzia. For new accounts, the rule has applied since October 15, 2025.
The news alarmed many businesses that use AI to serve their customers. The good news: if the AI works for your business, you are still within the rules.
What is banned
The restriction targets companies whose product is the AI assistant and that used WhatsApp as a distribution channel. Ruled out:
- An assistant that chats about anything, unrelated to your business.
- Bots that work as open-ended conversational "companions".
- Services where AI is the main product rather than a supporting tool.
According to Meta, these bots generated a huge volume of messages that overloaded the platform without fitting its per-conversation pricing model.
What is still allowed
Anything that uses AI to serve, sell or operate within your business:
- Customer support: FAQs, opening hours, prices and case follow-up.
- Sales: lead qualification and sending quotes.
- Scheduling: bookings, confirmations and appointment reminders.
- Orders: shipping status and notifications.
How to design a compliant AI agent
- Narrow the topic. Train the agent only on your business information and have it politely redirect questions unrelated to it.
- Give it a concrete goal. Book an appointment, qualify a lead or solve a case; not "chat".
- Always offer a human. Handing over to a person when the customer asks or the case requires it is good practice and improves the experience.
- Use the official API. Unofficial connections put your number at risk.
The rule does not hold automation back: it separates those who use WhatsApp to distribute an AI product from those who use it to serve their customers better.
If you already have a WhatsApp bot and are not sure whether it complies, we can review it with you on a free discovery call.
Sources: respond.io · Xataka Móvil · ENTER.CO
