Italy expands probe into Meta’s AI dominance on WhatsApp

Italy’s antitrust authority has expanded its investigation into Meta over possible abuse of market dominance linked to AI tools on WhatsApp.

The regulator said new WhatsApp Business Solution terms, introduced on October 15, and new Meta AI features on WhatsApp could limit competition in the AI chatbot market.

The Italian watchdog, AGCM, said it may take interim measures regarding these terms and features.

The probe began in July, with the regulator earlier suggesting Meta may have breached EU competition rules by integrating its AI assistant into WhatsApp without user consent.

Meta did not provide immediate comment.

🔗 Source: Reuters

🧠 Food for thought

Implications, context, and why it matters.

WhatsApp October terms push AI vendors to exit or pivot to compliant uses

Meta updated WhatsApp Business API (the interface that lets companies integrate automated messaging into WhatsApp) policy in October 2025 and will ban general-purpose AI chatbots on January 15, 2026, blocking AI providers using large language models when the assistant is the main feature 1.
The move hits OpenAI and Perplexity 2. Luzia and Poke built on WhatsApp, so they may shift to Telegram or build web apps 2.
Use of AI for order taking, routing, or customer support stays allowed, which draws a line between general chatbots and business automation 2.
Meta says high message loads strain systems, so the company will keep Meta AI as the only general assistant on WhatsApp 1.

EU AI vendors can build consent-first chatbots if AGCM pushes Meta to add choice

Italy’s competition watchdog is the Autorità Garante della Concorrenza e del Mercato (AGCM) 3. It says Meta abused its power by pushing Meta AI inside WhatsApp without consent from March 2025, which can lock users in as usage data improves the service over time 3.
AGCM may set interim measures on WhatsApp Business Solution terms and Meta AI integration, which could open room for third-party providers in the EU 4.
Vendors should prepare opt-in, compliant bots by studying WhatsApp Business API rules on non‑Meta assistants and consent, so they are ready if Meta must add user choice 4.
The case includes close work with European Commission departments, which could set a wider precedent for assistant competition across messaging 3.