Meta Faces Scrutiny Over AI Integration on WhatsApp

TLDRs;

• Italy’s AGCM expands investigation into Meta’s AI on WhatsApp, citing market dominance concerns.
• WhatsApp Business API changes restrict third-party general-purpose AI chatbots starting January 2026.
• Interim measures could force Meta to allow user choice, opening market for compliant AI vendors.
• The case may set EU-wide precedents on AI assistant competition across messaging platforms.

Italy’s competition authority has intensified its probe into Meta over potential abuse of market power linked to artificial intelligence (AI) tools on WhatsApp.

The investigation, led by the Autorità Garante della Concorrenza e del Mercato (AGCM), comes amid growing concerns that Meta’s AI integration could stifle competition in the chatbot market.

The regulator highlighted WhatsApp’s updated Business Solution terms introduced on October 15, along with new Meta AI features, as possible barriers for other AI vendors. AGCM warned it may implement interim measures targeting these policies to ensure fair competition.

New AI Rules Stir Vendor Concerns

Meta’s recent updates to the WhatsApp Business API, an interface that allows companies to integrate automated messaging, are at the center of scrutiny. Beginning January 15, 2026, general-purpose AI chatbots will be restricted on the platform. Only Meta AI will be allowed as the primary assistant for general conversational purposes.

The move affects third-party AI developers such as OpenAI, Perplexity, Luzia, and Poke, who built chatbots on WhatsApp. Many may pivot to alternative platforms like Telegram or develop independent web applications to maintain operations. However, AI used for business automation, like order taking, routing, or customer support, remains permissible, drawing a clear distinction between commercial automation and general-purpose AI chatbots.

Meta justified the restrictions by citing system strain from high message loads, positioning Meta AI as the sole general assistant to maintain platform stability.

Consent and Competition Under the Spotlight

AGCM’s probe emphasizes that Meta may have breached EU competition rules by integrating its AI assistant without obtaining user consent from March 2025.

The regulator expressed concern that locking users into Meta AI could limit options for third-party vendors, giving Meta an unfair advantage as usage data enhances its service over time.

Should AGCM enforce interim measures, Meta might need to allow EU users to choose between Meta AI and third-party assistants. This could create opportunities for consent-first chatbot providers to operate within the region. Vendors are advised to prepare compliant solutions aligned with WhatsApp Business API regulations to capitalize on potential market openings.

Broader Implications for AI in Messaging

The Italian case is closely coordinated with European Commission departments, signaling potential EU-wide precedents for AI assistant competition.

Regulators are watching how major tech companies deploy AI in widely used communication platforms, with the possibility that stricter consent and interoperability requirements could emerge across the bloc.

Experts suggest this probe may influence other global markets, as regulators examine whether dominant messaging apps are using AI to lock in users and block competitors. The outcome could reshape how AI assistants are integrated and regulated on messaging platforms globally.

What’s Next

AGCM may issue interim measures that could force changes to WhatsApp Business Solution terms and the Meta AI rollout in Europe.

Third-party AI developers are now monitoring the situation closely, adjusting strategies to remain compliant while maintaining market presence.

For users, this case highlights the growing intersection of AI, privacy, and competition. How platforms like WhatsApp balance innovation, consent, and fair competition will shape the future of AI-driven communication.

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