The inquiry centers on whether Meta’s integration of Meta AI and concurrent restrictions on outside providers violate EU antitrust rules.
The European Commission has opened an antitrust investigation into Meta Platforms over recent policy changes affecting third-party AI access to WhatsApp. The move follows concerns that the company’s updated rules may unfairly limit competing AI services while advancing Meta’s own assistant, Meta AI.
The probe, announced December 4, focuses on Meta’s decision to restrict general-purpose chatbots from using the WhatsApp Business Solution API. The updated policy, introduced in October 2025, prevents external AI assistants from operating on the platform if their primary function is AI-based customer interaction. Meta’s own AI assistant remains fully available to WhatsApp users. According to the Commission, the policy may hinder rival developers’ ability to reach businesses and consumers through one of Europe’s most widely used communication channels.
The investigation applies across the European Economic Area, except in Italy, where the national competition authority is conducting a parallel inquiry. Unlike recent actions taken under the Digital Markets Act, Brussels is pursuing this case under traditional antitrust rules. If the Commission finds evidence of anti-competitive conduct, Meta could face fines of up to 10% of its global annual revenue, and regulators may require changes to the policy.
Officials said the assessment will focus on whether Meta’s rules could distort competition by favoring its in-house AI services over those developed by independent providers. Regulators and industry groups warn that WhatsApp’s scale makes it an important distribution channel for AI tools used by European businesses, and limiting access to external developers could reduce market diversity and create barriers for smaller providers. The Commission said maintaining fair access to dominant platforms remains a priority as companies integrate AI technologies into widely used communication tools.
Meta has rejected suggestions that the policy is anti-competitive. A company spokesperson said the WhatsApp Business API was designed for customer service and transactional messaging rather than general-purpose AI assistants, and that external chatbot usage had strained system resources. The company emphasized that developers have other channels to reach consumers, including mobile app stores and search engines, and said the broader AI market remains competitive.
The investigation reflects Europe’s increasing focus on how large technology platforms incorporate AI into existing products. Regulators are evaluating not only data practices and transparency requirements but also whether AI-driven features reinforce market dominance. The outcome could influence how AI services are allowed to operate on major messaging platforms as policymakers assess the competitive implications of rapidly expanding AI integration.