Brussels Opens Antitrust Investigation Into Meta’s WhatsApp AI Restrictions

Key Takeaways

• EU Opens Probe: The European Commission launched an antitrust investigation into Meta’s restrictions on AI providers using WhatsApp’s Business Solution.
• Competitive Concerns: Regulators fear Meta’s new policy could block third-party AI services while keeping Meta AI available to users.
• Staggered Implementation: New WhatsApp Business API terms already apply to new AI providers; existing ones must comply from 15 January 2026.
• Geographic Scope: The investigation covers the EEA except Italy, due to ongoing national proceedings there.

Deep Dive

The European Commission has launched a formal antitrust investigation into whether Meta is unfairly limiting third-party artificial intelligence providers’ access to WhatsApp, potentially shutting out competitors to its own “Meta AI” service.

On Wednesday, the Commission opened a formal antitrust investigation into a new Meta policy that limits how artificial intelligence providers can use WhatsApp’s business messaging tools. Announced in October 2025, the rules prohibit businesses from offering AI as their primary service on the platform, effectively preventing many third-party providers from using WhatsApp to reach customers across the European Economic Area.

The change affects the WhatsApp Business Solution, a feature widely used by companies to handle user interactions inside the app. Many AI firms rely on it to power conversational assistants that let users ask questions, generate content, or get support without leaving WhatsApp. Under Meta’s plan, those offerings could be curtailed.

The Commission fears the move could give Meta an unfair advantage just as AI competition accelerates. While rivals may be blocked from connecting with users, Meta’s own assistant (Meta AI) would remain freely accessible on WhatsApp.

The policy is being implemented through updated terms for WhatsApp’s Business API. AI providers new to the platform are already subject to the new rules as of 15 October 2025. Existing ones face a cutoff on 15 January 2026.

Regulators say the investigation will look at whether Meta is abusing a potential dominant position in violation of Article 102 of the Treaty on the Functioning of the European Union and Article 54 of the EEA Agreement. The case will cover the entire EEA except Italy, where competition authorities are already scrutinizing the issue.

“AI markets are booming in Europe and beyond,” said Teresa Ribera, the Commission’s Executive Vice-President for Clean, Just and Competitive Transition. “We must ensure European citizens and businesses can benefit fully from this technological revolution and act to prevent dominant digital incumbents from abusing their power to crowd out innovative competitors.”

The probe does not prejudge any antitrust finding, and officials haven’t put a deadline on their work. But the case comes amid heightened European vigilance around AI competition, including a policy paper published last year. The Commission also noted that national courts must avoid rulings that conflict with the eventual outcome of its investigation.

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