Meta’s WhatsApp AI Feature Sparks Competition Concerns in European Markets

Italy’s competition authority has launched an investigation into Meta over its AI chatbot on WhatsApp. The probe focuses on whether the company breached EU competition laws by integrating its Meta AI assistant into the messaging platform without clear user consent.

According to the authority, the AI chatbot was added to WhatsApp’s search bar in March 2025, reaching millions of Italian users. However, the regulator believes this integration may have harmed competitors by unfairly steering users toward Meta’s own AI services.

The watchdog stated that pairing the AI assistant with WhatsApp might allow Meta to dominate a growing market. Instead of competing based on innovation or user preference, the platform could be locking users into its ecosystem by default. This, the authority warned, could distort competition and limit the growth of rival services.

In response, Meta has defended the move, saying the free AI service helps Italians access AI tools easily. A company spokesperson noted that WhatsApp is a trusted space for users, and adding AI there enhances their experience. However, the regulator remains concerned about the lack of a clear opt-in process.

The investigation is being conducted in coordination with relevant offices of the European Commission. Officials from Italy’s tax police antitrust unit also assisted with on-site inspections at Meta’s local office.

Regulators argue that users were not given a real choice. Instead, the service was introduced automatically, linking two separate services, WhatsApp and Meta AI, without proper transparency. This strategy, they suggest, could be a form of abuse of dominant position, a serious offense under EU law.

If found guilty, Meta could face penalties amounting to up to 10% of its global turnover. This case is part of a broader effort across Europe to monitor how tech giants introduce AI and digital services, especially when those changes affect user behavior and market balance.

As AI tools become central to messaging platforms, regulators are focused on ensuring fairness, competition, and consumer choice. The outcome of this case could set a major precedent for AI integration in messaging apps across the European Union.