Italy’s competition watchdog has stepped in against Meta, ordering the company to temporarily suspend a WhatsApp policy that prevents businesses from using its tools to distribute independent AI chatbots on the platform.
Why Italy’s Regulator Intervened
On Wednesday, the Italian Competition Authority (AGCM) said it found sufficient grounds to act while its investigation into Meta is still ongoing. The watchdog is examining whether Meta abused its dominant market position by restricting access to WhatsApp’s business API, effectively limiting how rival AI chatbot providers can reach users.
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According to the AGCM, Meta’s conduct “appears to constitute an abuse” because it could restrict market access and technical development in the AI chatbot services space. The authority warned that, if left unchecked, the policy could cause “serious and irreparable harm” to competition and undermine fair contestability in the market.
What the WhatsApp Policy Does
The dispute centres on a policy change Meta introduced in October, which is set to take effect in January. Under the updated rules, companies are barred from using WhatsApp’s business API to offer general-purpose AI chatbots, such as ChatGPT, Claude, or bots from Perplexity and Poke.
The limitation only includes companies that are using AI internally for customer support or commerce. For instance, a retailer operating an AI-enabled customer service bot on WhatsApp can keep going. Specifically, the ban is aimed at AI chatbots that are standalone and used for general conversation.
Broader Scrutiny in Europe
Italy is not the only one to have concern. The European Commission also opened a similar investigation into Meta’s revised WhatsApp policy earlier this month. The changes could prevent third-party AI providers from being able to provide their services on WhatsApp throughout the European Economic Area in violation of E.U. competition rules, according to the Commission.
Meta Pushes Back
Meta has strongly criticised the AGCM’s decision, calling it “fundamentally flawed.” The company argues that WhatsApp’s business API was never intended to serve as a distribution platform for AI chatbots.
In a statement, Meta said that the presence of AI chatbots on the business API placed strain on systems “they were not designed to support.” The company also rejected the idea that WhatsApp functions like an app store, insisting that AI companies already have multiple routes to market, including their own apps, websites, and partnerships.
Meta confirmed it plans to appeal the Italian authority’s order.
What This Means Going Forward
The suspension order requires Meta to halt enforcement of the policy as the investigation unfolds, leaving open — at least for now — the possibility third-party AI chatbots on WhatsApp in Italy. With national and EU regulators now in the mix, the case could become a crucial test of how much flexibility major platforms have to help dictate access to AI services on their platforms.