Brands can now automate customer service on X Chat. The new API lets businesses create chatbots for direct messaging. X aims to rival WhatsApp and WeChat with this move.
X has introduced an API for its stand-alone X Chat messaging app, enabling brands to build their own chatbots for direct customer interaction. This development is positioned to help businesses streamline customer service and order management within the app, potentially reducing response times and manual workload.
According to X’s announcement, brands can now create dedicated chatbot accounts that communicate with users in real time. The company demonstrated how a customer could message a coffee shop through X Chat-such as sending an order for multiple lattes-and receive an instant automated reply confirming the order and estimated pickup time. These chatbots are designed to handle a range of requests, from shipping updates to dinner reservations, and feed customer queries directly into the brand’s workflow.
X Chat is one of two recent standalone apps developed under Elon Musk’s “everything app” vision. While the platform’s current user and brand adoption figures remain undisclosed, X suggests that allowing brands to create separate bot profiles could significantly expand the app’s user base over time, depending on how these bots are counted in active user metrics.
The move aligns with a broader industry trend of integrating AI-powered automation into customer engagement and sales. Earlier this week, X also launched its own MCP server, giving advertisers the ability to manage campaigns using third-party agentic tools like Claude and ChatGPT. This approach mirrors strategies seen on other major messaging platforms, including Meta’s WhatsApp and China’s WeChat, where chatbots play a central role in business-to-customer communication. For comparison, the New York Post recently introduced its own AI chatbot, Hamilton, to personalize news recommendations and drive reader engagement, as reported in this coverage of the Hamilton AI rollout.
