Italy’s competition authority has widened its inquiry into Meta over the way it added the Meta AI assistant to WhatsApp. Regulators say the ce may break EU rules because users were not asked for permission.
The watchdog is now also reviewing new terms for the WhatsApp Business platform and the recent AI chat features. It has started a process that could lead to temporary limits, such as pausing the new terms or blocking further Meta AI ties to WhatsApp while the probe continues.
Officials say the new rules, introduced on October 15, stop companies that focus on AI services from using the WhatsApp Business interface. The rules take effect for new companies immediately and for existing firms on January 15, 2026. Italy’s regulator warned this could shut rivals out of WhatsApp’s large user base in Italy more than 37 million people and unfairly favor Meta’s own AI tools.
WhatsApp rejected the claims. A company spokesperson said the WhatsApp Business API was not built for AI chatbots and using it that way would strain the system. They also said the ces do not stop the many businesses that use WhatsApp for support and messages, or those that choose other AI assistants.
The regulator’s concern is that adding Meta AI without clear user consent and limiting third-party bots could harm competition and make it hard for users to switch to other services. The investigation began in July and is now set to cover the updated terms and new AI features. It is expected to finish by the end of 2026.
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