Meta announced on Tuesday that it will now allow AI agents of your choosing to set up and manage WhatsApp Business messaging, the service that allows companies to connect with customers through WhatsApp conversations.
The move streamlines a process that was previously cumbersome, requiring developers to move between different tools and services to configure business messaging. Now, an authorized AI agent can handle the entire setup — from business profile creation to message template approval — through a simplified API flow.
This is part of Meta's broader push to make WhatsApp Business a more attractive platform for enterprises. The company also announced new AI-focused subscription plans alongside this feature, signaling its intent to monetize the growing demand for AI-powered business communication.
For the Gulf region, where WhatsApp is the dominant messaging platform for both personal and business communication, this update is particularly significant. Small and medium businesses across Saudi Arabia, UAE, and the wider MENA region rely heavily on WhatsApp for customer engagement, and AI agent integration could dramatically reduce the technical barrier to professional-grade messaging automation.
The feature is available through Meta's Business API and requires developers to register their AI agents through a new authorization flow. Meta says it has built in safeguards to prevent abuse, including rate limiting and content policy enforcement at the agent level.