Italian authorities put more pressure on Meta by forbidding the company from continuing with its controversial WhatsApp policy, which prevents the use of external AI chatbots on the platform. Meta argues that this policy is merely a technical issue, while the authorities assert that the ruling could alter the AI service market.
However, the Italian Competition Agency sees it differently and opines that the restriction may unnecessarily curtail innovation, limit the variety of products and services offered to consumers, and create a scenario where the user expectations of AI chatbots would determine the demand in a fast-growing market.
Still, this action is indicative of the Europe-wide effort to scrutinize how the big players influence access and growth of technologies, especially when their own AI is pitted against that of the third-party. In a market characterized by rapid growth, this is a battle where AI technology is the main weapon.
Investigations Expand Amid Concerns Over Market Fairness
The AGCM widened its investigation after Meta revised its WhatsApp Business API rules in October, and in contrast with previous standards, the new policy prohibits general-purpose AI chatbots such as ChatGPT or Claude from integrating through the API. Above all, the watchdog fears this shift could create irreversible damage to competition, especially since Meta promotes its own Meta AI system inside WhatsApp.
Although Meta claims the API was never meant to serve as a distribution channel for broad AI assistants, critics counter that WhatsApp’s unmatched reach across Europe gives the company a decisive advantage. Nonetheless, Meta stresses that developers still have access to app stores, websites, and partnerships, while insisting that WhatsApp’s infrastructure cannot support large-scale chatbot deployments without system strain.
Europe Intensifies Scrutiny on Big Tech’s AI Gatekeeping
The European Commission also opened a separate investigation this month, raising concerns that Meta’s revised policy may prevent third-party AI providers from reaching users across the European Economic Area. After all, regulators view such barriers as potential threats to fair competition at a critical moment for the AI industry, especially as new entrants rely on open access channels.
On the contrary, Meta argues that branding WhatsApp as a de facto app store is factually incorrect, and still maintains that the Business API remains designed exclusively for customer service tools rather than general AI assistants.
Regardless, Meta plans to appeal Italy’s order, but the escalating regulatory scrutiny suggests Europe is preparing stronger oversight to ensure consumers retain freedom to choose competing AI technologies across major messaging platforms.
