WhatsApp under scrutiny in Europe over artificial intelligence features

The European Commission is investigating Meta’s WhatsApp policy for AI providers over concerns that it could restrict competition by limiting rival assistants’ access while preserving an advantage for Meta AI.

The probe adds fresh pressure on Meta Platforms as European authorities ramp up scrutiny of how Big Tech companies integrate AI features into widely used apps. Officials are particularly focused on whether WhatsApp’s approach could shape competition in the rapidly growing AI assistant market.

EU investigates Meta’s WhatsApp AI policy

The European Commission has opened a formal investigation into Meta’s WhatsApp policy for AI providers over concerns that the company’s rules could restrict rival assistants’ access to the service.

Regulators are assessing whether these changes could effectively block rival AI assistants from reaching users on WhatsApp. The concern is that this could distort competition at a time when AI tools are becoming a core part of digital communication services across Europe.

Focus on third-party AI access restrictions

At the center of the case is Meta’s policy for third-party AI providers using WhatsApp, with regulators examining whether the company’s updated rules make it harder for rival assistants to reach customers through the service.

Officials are concerned that such restrictions could leave users with fewer choices, particularly if Meta’s own AI chatbot remains fully accessible while rival tools face limitations.

WhatsApp expands AI chatbot rollout in Europe

WhatsApp, owned by Meta Platforms, introduced its AI chatbot feature to European Union users after earlier delays. The rollout is part of a broader push by Meta to integrate generative AI tools directly into its messaging ecosystem.

As AI becomes more embedded in everyday communication, regulators are increasingly paying attention to how these features are designed and whether they affect competition in the wider AI market.

Policy changes raise competition concerns

Updated WhatsApp Business terms drew regulatory scrutiny after officials said the rules could affect whether rival AI assistants are able to reach customers through the service on fair terms.

The concern is that platform rules could be structured in a way that gives Meta’s own AI tools an advantage over external competitors, raising questions about fairness in the marketplace.

Little-known fact: WhatsApp has over 3 billion monthly active users worldwide, making it the most used messaging app globally.

EU warns about Big Tech market dominance

European Commission officials have emphasized the importance of preventing dominant tech companies from limiting innovation in emerging markets like artificial intelligence. The investigation into WhatsApp is part of this broader regulatory effort.

Authorities are examining whether platform policies could create barriers for smaller AI developers trying to reach users through major digital services.

Meta rejects allegations of anti-competitive behavior

WhatsApp has pushed back against the investigation, saying the concerns raised by regulators are not accurate. The company argues that the AI space remains highly competitive and that users can access multiple AI services through different platforms and tools.

Meta says third-party AI chatbots using WhatsApp’s Business API place strain on systems that were not originally designed for that kind of traffic.

System strain becomes part of the debate

According to Meta, third-party AI chatbots using WhatsApp’s Business API put pressure on infrastructure that was not originally designed for that workload, and that argument has become part of the regulatory dispute.

Regulators, however, are weighing whether these limitations justify restricting third-party AI services or whether they could still be accommodated under fair competition rules.

Little-known fact: The EU’s antitrust system can impose fines of up to 10% of a company’s global annual revenue if it finds serious competition violations

Italy continues its own WhatsApp AI investigation

Alongside the EU-wide probe, Italy’s competition authority separately opened a 2025 investigation into Meta’s WhatsApp AI practices and later imposed interim measures, adding national scrutiny alongside the European Commission’s case.

The combination of national and regional scrutiny suggests growing concern among regulators about how AI tools are being integrated into dominant communication platforms.

Rising tension over AI platform control

The case reflects a wider global debate over who controls access to AI tools inside major digital ecosystems. Messaging apps, social platforms, and operating systems are increasingly becoming gatekeepers for AI distribution.

Regulators are concerned that limiting access might hinder innovation and reduce user options in a rapidly evolving technology environment. They fear that such restrictions could stifle development, ultimately affecting competitiveness and the variety of solutions available to consumers in an increasingly dynamic market.

Broader implications for Big Tech

The outcome of this investigation could influence how other major tech companies design and deploy AI features in their apps. It may also shape future competition rules around digital platforms and AI integration.

As AI becomes more deeply embedded in everyday tools, regulators are expected to take a closer look at how those systems are structured and whether they remain open to competition.

Where AI meets regulation

The WhatsApp investigation highlights the growing tension between fast-moving AI innovation and slower regulatory frameworks. Companies are racing to integrate AI into everyday apps while regulators focus on fairness and competition.

The final outcome could set an important precedent for how AI features are controlled inside global messaging platforms.

TL;DR

• The European Commission opened a formal antitrust investigation into Meta’s WhatsApp AI policy in December 2025 and has since moved toward ordering Meta to restore rival AI assistants’ access.
• Regulators are examining whether Meta’s WhatsApp policy for AI providers restricts rival assistants while favoring Meta AI.
• The probe focuses on possible competition concerns in the fast-growing AI assistant market.
• WhatsApp rejects the allegations, saying the AI space is competitive and systems face technical limits.

This article was made with AI assistance and human editing.

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