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Italy expands investigation into use of AI in WhatsApp tools
The Italian antitrust authority, Autorità Garante della Concorrenza e del Mercato (AGCM), has announced it may impose provisional measures on Meta by expanding an investigation into whether the American tech giant abused its dominant position by blocking artificial intelligence chatbots on its WhatsApp messaging service.
According to a Reuters report, the case highlights the growing regulatory scrutiny of big tech companies' advances in generative AI, as platforms with large user bases, such as WhatsApp, become essential gateways for new services.
The Italian competition authority is expanding an investigation opened in July to include the updated terms of WhatsApp's business platform — WhatsApp Business Solution — which helps companies manage customer communications, and the AI chatbot tools recently added to the messaging app, Reuters reports.
The investigation is expected to be completed by the end of 2026, the news agency says. The agency also announced on Wednesday that it has initiated a procedure to impose possible provisional measures, which may include suspending the new terms and limiting further integration of Meta AI into WhatsApp while the investigation continues.
In a statement, a WhatsApp spokesperson said the company firmly rejects such allegations, calling them unfounded. The spokesperson added that the WhatsApp Business API interface “was never designed to be used by AI chatbots, and doing so would place a severe burden on our systems.”
According to a Reuters report, the Italian regulator had previously alleged that Meta abused its dominant position by integrating its Meta AI assistant into WhatsApp without users' consent, which could harm its competitors. On Wednesday, the agency stated that, on October 15, Mark Zuckerberg's company changed the terms of the WhatsApp Business Solution to prohibit companies offering AI services from using the platform if those services are their primary functionality.
The new terms of service apply immediately to new users and, from January 15, 2026, to companies already using WhatsApp.
In the view of the antitrust authority, such measures could exclude competitors from WhatsApp's vast user base—which in Italy totals 37 million—and distort competition in the AI chatbot services market. This is considering users' reluctance to change their habits, making it more difficult for them to migrate to rival services.
Reuters notes that companies that violate EU competition rules by abusing a dominant position can be fined up to 10% of their global revenue.
Focus on AI tools inside WhatsApp...A key part of the investigation centres on the integration of new Meta AI interaction tools or features within WhatsApp.
AGCM is looking at whether these tools could restrict output or limit how rivals develop competing technology.
The regulator is analysing how Meta’s AI assistant has been built into WhatsApp and how this integration could influence developers or businesses that rely on messaging platforms for customer services.
It wants to understand whether the new functions create barriers for those offering AI services or reduce the scope for alternative solutions to reach users.
The authority is also examining the technical design behind the integration to assess whether it could influence how future AI tools evolve on large messaging platforms.
Concerns around WhatsApp Business Solution terms...AGCM is also reviewing the new WhatsApp Business Solution terms rolled out on 15 October.
The terms form part of the core product used by companies that operate customer support, marketing, or automated messaging through WhatsApp.
The watchdog is assessing whether these updated conditions could affect market access by influencing how businesses adopt or interact with AI-powered tools.
The regulator said these changes may limit technical development or create competitive imbalances that favour Meta’s own services over other chatbot providers.
It is also considering how these terms could shape long-term business adoption, since many companies depend on WhatsApp for customer communications and may have limited alternatives.
Background to the July investigation...The Italian regulator first opened the investigation in July.
At the time, AGCM said Meta may have breached European Union competition rules by integrating its Meta AI assistant into WhatsApp without obtaining user consent.
With the scope now broadened, the case extends across a larger part of the platform’s AI ecosystem.
The regulator has not announced a timeline for next steps, but noted that interim measures remain possible while it evaluates the combined effect of the new terms and the wider AI integration.
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