Antitrust Investigation Targets Meta’s WhatsApp Virtual Assistant
The virtual assistant integrated into the WhatsApp messaging app has come under scrutiny by the Antitrust authorities. The Competition and Market Authority has ordered Meta, the parent company of Facebook and Instagram, to suspend contractual conditions that exclude competing artificial intelligence chatbots from the platform. This move has been met with resistance from Meta, which has deemed the provision “unfounded” and announced plans to appeal.
The integration of MetaAi into WhatsApp began in March 2025, allowing users to interact with the virtual assistant through a blue circle on the main screen. However, in July, the Antitrust authorities launched an investigation into alleged abuse of a dominant position. The investigation was later expanded to include new contractual conditions set to take effect in January 2026, which would “completely exclude companies competing with Meta AI from the WhatsApp platform.”
Meta’s Response and the Antitrust Authority’s Concerns
Meta has rejected the accusations, citing concerns about the pressure that artificial intelligence chatbots have put on their systems. A company spokesperson explained that the emergence of AI chatbots on their Business APIs has strained systems that were not designed to support this type of use. The spokesperson also argued that the Italian Authority’s assumption that WhatsApp is a de facto app store is unfounded, as market access channels for AI companies are primarily through app stores, websites, and sector partnerships, rather than the WhatsApp Business platform.
The Antitrust authority’s provision has been welcomed by Codacons, a consumer association that had presented a complaint. The association estimates that the affair affects 37 million Italian users who use the messaging app, raising concerns not only about competition but also about privacy. The authority’s provision cites the interventions of artificial intelligence startups, including OpenAi, the creator of ChatGpt, which has reported tens of millions of users on the platform. Another chatbot, Luzia, owned by Elcano, reported a 50-60% drop in average monthly users after attempting to migrate users from WhatsApp to its own application in 2024.
Implications and Next Steps
The Antitrust authority’s decision has significant implications for the future of virtual assistants and artificial intelligence on messaging platforms. As the use of AI chatbots continues to grow, authorities will need to balance the need to promote competition with the need to protect users’ privacy and security. Meta’s appeal is likely to be closely watched, as it will set a precedent for the regulation of virtual assistants on messaging platforms.
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