EU Opens Antitrust Probe Into Meta WhatsApp AI Policy
The European Commission (EU) has launched a formal antitrust investigation into Meta Platforms over concerns that its new artificial intelligence policy for WhatsApp may violate competition rules across the European Economic Area. The investigation examines whether Meta is using its dominant market position to restrict third-party AI providers from accessing WhatsApp’s business communication tools while maintaining access for its own Meta AI service.
Meta announced the policy change in October 2025, introducing restrictions on AI providers using the WhatsApp Business Solution platform. Under the new terms, AI companies cannot use the business messaging tool when artificial intelligence represents their primary service offering. The policy takes effect on January 15, 2026 for AI providers already operating on WhatsApp, while new AI providers have faced these restrictions since October 15, 2025.
The Commission has identified potential competitive concerns stemming from this policy shift. Third-party AI assistants that previously offered services through WhatsApp may find themselves blocked from reaching customers on the platform. These services had enabled users to interact with conversational AI directly within WhatsApp for tasks including answering questions, generating content, and accessing customer support. Meanwhile, Meta’s own AI assistant remains fully integrated and accessible to WhatsApp users throughout European markets.
The investigation covers all European Economic Area member states except Italy, which opened its own separate antitrust proceedings in July 2024. Italian authorities are examining whether Meta leveraged its market dominance by integrating Meta AI into WhatsApp and subsequently blocking rival AI chatbots from the messaging platform. The Italian investigation was expanded in November to address these additional competitive concerns.
EU competition authorities have expressed concern about preventing dominant technology companies from using their market power to exclude innovative competitors in emerging sectors. The investigation forms part of broader European Union efforts to monitor artificial intelligence markets, following consultations launched in January 2024 and a policy paper published in September 2024.
If the European Commission determines that Meta violated competition law, the company could face potential breaches of Article 102 of the Treaty on the Functioning of the European Union and Article 54 of the European Economic Area Agreement. Both provisions prohibit companies from abusing dominant market positions in ways that affect trade and restrict competition within the Single Market.
Meta has defended its position, describing the investigation claims as baseless. The company stated that AI chatbots from other providers have placed strain on WhatsApp systems that were not originally designed to support such functionality. Meta representatives emphasized that the AI market remains highly competitive, with users accessing various AI services through multiple channels including app stores, search engines, email services, and operating systems.
The formal investigation represents the latest regulatory action by European authorities against major technology firms. The Commission has indicated it will conduct its investigation as a priority matter, though no specific timeline exists for completing antitrust inquiries. Investigation duration depends on case complexity, company cooperation levels, and how parties exercise their defense rights.
The opening of formal proceedings does not prejudge the investigation outcome. European competition authorities will examine evidence and assess whether Meta’s WhatsApp AI policy constitutes anticompetitive behavior under existing legal frameworks.
