Introduction: Italy Widens Probe into Meta
Italy's competition watchdog (AGCM) is intensifying its scrutiny of the tech giant. The core of the issue is the Meta WhatsApp antitrust investigation, which aims to determine whether the integration of proprietary artificial intelligence into the world's most popular messaging app constitutes an abuse of dominance. This move by the Italian authority could lead to interim measures, effectively blocking the new AI features Meta is currently rolling out.
For users and businesses, this scenario raises critical questions about the future of digital services in Europe: can technological innovation justify closing off an ecosystem?
Context: Deepening Integration
The saga began last July when the AGCM started investigating Meta's practices. However, the situation has evolved rapidly. The company led by Mark Zuckerberg has modified the WhatsApp interface, introducing visual and functional elements that nudge users toward its own virtual assistant. Contested features include the "Ask" button in the search bar and the "Ask Meta AI" prompt when forwarding messages.
According to the Authority, these changes are not neutral but make the proprietary service ubiquitous, drastically reducing the room for potential alternatives.
The Problem: Blocking Rivals and Lock-in Risk
The heart of the accusation concerns the new contractual conditions imposed by Meta. Since October 15, the WhatsApp Business Solution Terms explicitly ban developers of generalist AI services from the platform if AI is the main functionality offered. This move cuts out innovative startups and direct competitors like OpenAI or Microsoft.
- Barriers to Entry: The ban is effective immediately for new entrants and will apply from January 15, 2026, for existing ones.
- Data and Training: Being the only allowed chatbot, Meta AI would have exclusive access to training on user conversations, creating an insurmountable qualitative advantage.
- User Lock-in: With only one integrated assistant, it would become difficult and inconvenient for consumers to seek alternatives elsewhere.
The AGCM cites concrete cases, such as the Spanish assistant Luzia, which built its success precisely thanks to WhatsApp's reach and now risks disappearing from the platform.
Meta's Defense: "Technical Issues"
Meta rejects the accusations, arguing that the limitations are not the result of an anti-competitive strategy but of technical necessities related to system stability.
"We strongly reject these unfounded accusations. The WhatsApp API was not designed to be used with AI chatbots, and doing so would result in a severe overload of our systems."
Spokesperson, WhatsApp / Meta
The company also emphasizes that the update does not impact businesses using WhatsApp for traditional customer care.
Conclusion and Possible Scenarios
The generative AI market is exploding, with estimates predicting growth to €11.7 billion by 2026 in the EU alone. In this context, the Antitrust intervention aims to prevent irreversible damage to competition. If interim measures are confirmed, Meta could be forced to suspend the new terms of use and halt the integration of Meta AI in Italy until the investigation concludes. The company now has 60 days to present its defense.
FAQ: Meta WhatsApp Antitrust
Here are answers to the most frequent questions regarding the ongoing investigation.
What is the Meta WhatsApp antitrust probe about?
It is an AGCM proceeding to verify if Meta is abusing its dominant position by preventing rival AI competitors from operating on WhatsApp.
Will WhatsApp stop working in Italy?
No, the messaging app's core functionality is not at risk. The probe only concerns AI-related features and business terms.
How does Meta AI affect users?
Meta is integrating its assistant into chats. Regulators fear this reduces user choice, locking them into a single AI provider.
Why is Meta blocking other AI chatbots?
Meta claims that WhatsApp APIs are not designed to support third-party AI chatbots without risking technical system overloads.
What are the risks for competition?
The main risk is that Meta gains an unbridgeable advantage in training AI models, excluding startups and rival big tech firms from a channel with 2 billion users.