Italian Authorities Launch Probe Into Meta's AI Integration on WhatsApp
Italian regulators have opened an antitrust probe into Meta Platforms, owner of Facebook, Instagram, and WhatsApp, over the integration of its artificial intelligence tool,
Meta AI, directly into the WhatsApp messaging application[1][2][3][4]. The antitrust authorities allege that Meta's actions may breach European Union competition laws.
Concerns About Market Competition and User Autonomy
In March 2025, Meta pre-installed its
Meta AI service within WhatsApp, offering features like chatbot conversations, image generation, and personal assistant capabilities to its users[1][2][3][4]. However, Italian officials argue that:
- The inclusion of Meta AI could be seen as "imposing" AI and chatbot services on WhatsApp users, rather than allowing users true choice[1][2][3][4].
- By leveraging its dominant position in communication apps, Meta may channel its vast user base into its proprietary AI ecosystem, thereby potentially shutting out competitors[1][3][4].
- The integration may result in users becoming "locked in" or functionally dependent on Meta AI, especially as the AI's responses become progressively more tailored and useful over time[1][4].
Regulatory Actions and Meta's Response
The Italian antitrust authority, in cooperation with the European Commission, conducted an inspection of Meta's Italian offices, assisted by the financial police[1][2][3][4]. Authorities are specifically investigating whether WhatsApp users' lack of initial consent and the prominent placement of the
Meta AI chatbot button violate fair competition norms[4].
A Meta spokesperson responded that offering free access to
Meta AI in WhatsApp provides millions of Italians with a choice to use AI where they already communicate, stressing the optional nature of the feature[4].
Broader Implications for the AI-Powered Messaging Market
This probe highlights rising tensions between large digital platforms and regulators over how new technologies such as
Meta AI,
ChatGPT, and other chatbots are integrated into widely-used applications. The case may set significant precedents for how AI-powered tools are introduced to consumers and what constitutes fair competition within the emerging market for conversational AI services.
