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Italy’s antitrust watchdog expands investigation into Meta’s AI features on WhatsApp.
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Meta’s new rules restrict third-party AI chatbots, impacting OpenAI and other developers.
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Meta’s AI integration may lock users in, prompting potential opt-in requirements.
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EU-wide impact possible as Italy probes Meta, shaping AI competition rules.
Italy’s antitrust authority has broadened its investigation into Meta, the parent company of WhatsApp, over concerns that its artificial intelligence (AI) features may be stifling competition in the messaging platform’s AI ecosystem.
The inquiry, managed by the Autorità Garante della Concorrenza e del Mercato (AGCM), began in July 2025 and has gained momentum following Meta’s recent updates to WhatsApp Business Solution terms.
The regulator said that the new policies, which took effect on October 15, combined with the integration of Meta’s AI assistant into WhatsApp, could potentially limit opportunities for third-party AI developers.
AGCM warned that it might impose interim measures to ensure fair competition while the probe continues.
Changes hit AI vendors hard
Meta’s October 2025 update to the WhatsApp Business API, which allows companies to integrate automated messaging into the platform, introduced restrictions on general-purpose AI chatbots.
From January 15, 2026, only Meta’s own AI assistant will be allowed as a general conversational tool, forcing third-party AI providers to either exit WhatsApp or pivot to compliant business-focused applications.
The move has significant implications for AI startups that built services on WhatsApp, including platforms like Luzia and Poke. Many may migrate to alternative messaging apps such as Telegram or develop standalone web applications.
However, the update still allows AI for order taking, routing, and customer support, drawing a clear distinction between general chatbots and automation tools for business use.
Consent and competition concerns
Italy’s competition watchdog argues that Meta may have abused its market power by embedding its AI assistant into WhatsApp without obtaining user consent.
According to AGCM, this approach could lock users into Meta’s ecosystem, giving the company a long-term advantage as the AI assistant improves with user data.
If the regulator requires, Meta might have to introduce an opt-in system, allowing users to choose alternative AI assistants.Such measures would open opportunities for EU-based AI vendors to develop consent-first solutions that comply with WhatsApp’s Business API guidelines.
Wider EU implications
AGCM’s investigation is closely coordinated with European Commission departments, signaling that the outcome could set a broader precedent for AI competition in messaging platforms across the European Union.
Interim measures may be applied to the WhatsApp Business Solution terms and Meta AI integration while the probe continues, ensuring that other AI vendors are not unfairly excluded from the market.For developers, this is a signal to prepare compliant AI assistants that respect user consent and align with Meta’s evolving policies.
The case also raises broader questions about the dominance of tech giants in AI-enabled messaging services and the balance between innovation and fair competition.Italy’s intensified scrutiny of Meta underscores the growing regulatory attention on AI integration within widely used platforms.
While WhatsApp remains one of the most popular messaging apps globally, its AI strategy now faces heightened oversight in Europe, potentially reshaping the competitive landscape for AI chatbots and digital assistants.
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