Italy's competition authority, the Autorità Garante della Concorrenza e del Mercato (AGCM), has expanded its investigation into Meta Platforms over concerns that the integration of artificial intelligence (AI) tools on WhatsApp could abuse market power and stifle competition in the chatbot sector.
The probe, initially launched in July 2025, now focuses on updated WhatsApp Business Solution terms introduced on October 15, 2025, which will restrict general-purpose AI chatbots from third-party vendors like OpenAI, Perplexity, Luzia, and Poke starting January 15, 2026. Only Meta AI will be permitted as the primary assistant for general conversational purposes, while AI for business automation, such as customer support, remains allowed.
AGCM is examining whether Meta breached EU competition rules by integrating its AI assistant without user consent from March 2025 and may implement interim measures to ensure fair competition. This could force Meta to allow EU users to choose between Meta AI and third-party assistants, potentially creating opportunities for compliant AI vendors.
The case is coordinated with the European Commission and could set EU-wide precedents for AI competition in messaging platforms, with broader implications for global markets as regulators scrutinize AI deployment in dominant apps.
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