Italy has formally ordered Meta to suspend a new WhatsApp policy that restricts rival AI chatbots.
The decision comes as regulators intensify scrutiny of how large technology companies deploy AI on dominant platforms.
The order was issued by Italy’s Competition Authority, known as AGCM, as part of an ongoing antitrust investigation into Meta’s conduct.
Market Fairness
AGCM said it found sufficient grounds to act while the investigation continues.
The authority is examining whether Meta abused its dominant position by favoring its own Meta AI chatbot within WhatsApp.
According to the agency, the policy could limit production and market access in the AI chatbot sector.
It could also slow technical development. As a result, consumers may face fewer options and less innovation.
The authority added that allowing the policy to stand could cause serious and lasting harm to competition.
It warned that this harm could undermine the ability of new or smaller firms to compete fairly.
Policy Change
The investigation followed a change Meta made to its WhatsApp Business API policy in October.
Under the updated policy, companies may no longer use WhatsApp’s business tools to distribute general-purpose AI chatbots.
The ban applies to tools similar to ChatGPT, Claude, and other broad AI assistants. The restriction is scheduled to take effect in January.
Dos and Don’ts
The policy does not block all AI use on WhatsApp. Businesses may still use AI systems to serve customers.
For example, a retailer can operate an AI customer service bot. That bot may answer questions, process returns, or track orders.
However, AI chatbots designed for general conversation or wide-ranging assistance are prohibited from being offered through the API.
Meta’s Defense
Meta has rejected the authority’s decision. The company called the ruling fundamentally flawed.
Meta argues that the WhatsApp Business API was never intended to distribute AI chatbots.
According to the company, the sudden rise of such bots placed strain on systems not designed for that purpose.
Meta also disputed the idea that WhatsApp functions as an app marketplace. It said AI companies have many other routes to users.
These include app stores, company websites, and industry partnerships. For these reasons, Meta stated it will appeal the order.
Europe’s Probe
Italy is not acting alone. Earlier this month, the European Commission launched its own investigation into the same policy.
The Commission raised concerns that the change may prevent third-party AI providers from offering services through WhatsApp in the European Economic Area.
That investigation could lead to broader action across the EU.
