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Italy May Curb Meta as Antitrust Probe Targets WhatsApp AI and New Business Terms

Italy's antitrust regulator has widened a probe into Meta over WhatsApp's updated business terms and the integration of Meta AI, saying the moves might block rival AI chatbots. The authority may impose interim measures, including suspending the new terms while the investigation proceeds. WhatsApp rejects the allegations, arguing its API was not designed for AI chatbots and that the changes will not harm existing business users. The probe is due to conclude by the end of 2026, and EU rules allow fines up to 10% of global turnover for abuse of dominance.

07:14 PM, 11/26/2025Technology
Italy May Curb Meta as Antitrust Probe Targets WhatsApp AI and New Business Terms

By Elvira Pollina

Italy's antitrust regulator has expanded an investigation into Meta to determine whether recent changes to WhatsApp's business terms and the integration of Meta AI unfairly block rival AI chatbots from the messaging platform. The authority said it may impose interim measures — potentially suspending the updated terms and limiting further Meta AI integration into WhatsApp — while the probe continues.

Regulators across Europe are increasingly scrutinising major tech firms as they roll out generative AI features. Messaging apps with large user bases, such as WhatsApp, have become critical gateways for new services and third-party tools, raising competition and consumer-protection concerns.

The watchdog said it broadened a probe first opened in July to examine revised terms for the WhatsApp Business Solution, which companies use to manage customer communications, and newly added AI chatbot tools within the app. The authority noted that Meta updated the WhatsApp Business Solution terms on October 15 to bar firms whose main offering is AI services from using the platform. The change applies immediately to new entrants and will take effect for existing businesses on January 15, 2026.

The regulator warned the terms could effectively shut rivals out of WhatsApp’s large Italian user base — more than 37 million people — and distort competition in AI chatbot markets, given consumers’ reluctance to switch messaging services and the high switching costs that can result.

WhatsApp Responds

WhatsApp strongly rejected the regulator's claims. "We strongly reject these unfounded claims," a company spokesperson said, adding that the WhatsApp Business API "was never designed to be used for AI chatbots and doing so would place severe strain on our systems." The company also said the update does not affect the many businesses that use WhatsApp for customer support and updates, or those that use their preferred AI assistants to chat with customers.

The Italian authority has begun a procedure to consider interim measures while the investigation continues, which is scheduled to conclude by the end of 2026. Under EU competition rules, firms found to have abused a dominant market position can face fines of up to 10% of global turnover.

This case illustrates how regulators are balancing the potential benefits of integrated AI features with risks to competition when dominant platforms control essential distribution channels. The outcome could shape how third-party AI services integrate with major messaging platforms across Europe.

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