EU plans antitrust probe into Meta’s use of AI in WhatsApp, report says
The European Union is preparing to launch a major antitrust investigation into Meta Platforms for its integration of artificial intelligence into WhatsApp. This probe reflects rising concern among regulators that Meta may be exploiting its dominance in messaging to push its own AI tools — potentially harming competition and user choice. As global scrutiny of Big Tech intensifies, this move could reshape how AI features are regulated across messaging apps and social platforms.
What Triggered the Probe: AI in WhatsApp Under Scrutiny
In 2025, Meta rolled out its “Meta AI” assistant inside WhatsApp across Europe, embedding the tool in the app’s interface so users could access chatbot and virtual-assistant services directly from their chats or search bar. Regulators in several EU countries — notably the authority in Italy — raised objections that this integration may constitute an abuse of Meta’s dominant market position.
Italian regulators argue that by combining two separate services — messaging (WhatsApp) and an AI assistant — Meta risks undermining fair competition. The concern is that users might be steered toward Meta AI by default, making it harder for other independent AI-based chatbots or tools to gain traction.
This month, the regulatory focus widened: according to recent media reports, the European Commission (EC) is expected to officially begin a formal antitrust investigation across the EU. Officials familiar with the matter indicate that the probe will examine whether Meta’s rollout of AI inside WhatsApp violates competition laws.
What Regulators Are Looking For: Antitrust and Market Abuse Concerns
The core of the investigation rests on two main issues:
1. Abuse of Dominant Market Position
Because WhatsApp has an enormous user base in Europe, regulators view Meta as dominating the “app-based communication services” market. By embedding AI tools directly into WhatsApp, Meta may be using that dominance to give its own AI business a built-in advantage — effectively shutting out competitors before they get a chance.
2. Restriction of Competition for Independent AI Tools
The updated business-solution terms Meta introduced reportedly block rival AI chatbot services from using WhatsApp if their main function is providing AI assistance. This means that third-party AI chatbots — such as those similar to general-purpose assistants — might be excluded from access to WhatsApp’s massive user base. Regulators argue this stifles innovation in the AI chatbot market.
Additionally, regulators are concerned about potential “lock-in” effects: once users get accustomed to Meta AI through WhatsApp, they may find it inconvenient or unattractive to switch to alternative AI services — even if those are superior. This reduces genuine competition and may limit future choices for consumers.
What Meta Says in Its Defense
Meta has rejected claims of unfair competition. The company argues that integrating AI into WhatsApp simply offers convenience and value to users who already know and trust the platform. According to Meta, offering free AI features inside WhatsApp gives “millions of users the choice” to use AI in an environment they are accustomed to.
From Meta’s point of view, combining messaging and AI into a single interface improves user experience rather than harming competition. The company says it is cooperating with regulators as they evaluate the integration.
What This Means for AI, Big Tech, and Messaging Apps
The EU’s probe into WhatsApp’s AI integration could have far-reaching effects:
- Stricter oversight of AI integration in dominant platforms: If regulators find Meta in breach of antitrust laws, it could set a precedent requiring Big Tech companies to separate core messaging services from AI tools — or at least offer more fair competition to independent AI providers.
- Potential opening for third-party AI apps: A ruling against Meta could force the messaging giant to allow rival AI assistants to operate within or alongside WhatsApp — boosting innovation and consumer choice in the AI chatbot market.
- Regulatory template for other regions: As other regions watch the EU’s decision, similar scrutiny could rise globally — especially in countries where Meta has a strong presence and AI adoption is accelerating.
- User implications: For everyday users, outcomes could affect how AI features are delivered in messaging apps. Either users may get more AI choices, or Meta may need to adjust how it integrates AI with core services.
Broader Context: Why Regulators Are Pushing Back on AI + Big Tech
The investigation into WhatsApp is part of a larger wave of scrutiny over how major tech companies deploy generative AI and data-driven services to strengthen their dominance. Regulators across Europe are increasingly focused on potential abuses when a single firm combines a widely used base product (like a messaging app) with a data-rich AI tool.
That blend can create powerful “walled gardens,” where user data, convenience, and pre-installed services make it hard for alternative apps to gain traction. By targeting those practices, regulators aim to preserve a fair playing field in tech, where innovation can thrive from startups as well as big firms.
What Users and Developers Should Watch
- For users: If the investigation forces changes, WhatsApp might see interface adjustments — for example, providing an option to opt out of AI integration, or enabling third-party AI bots to operate alongside Meta AI.
- For developers and AI startups: A favorable ruling for competition could open up major opportunities to integrate or offer AI-based tools to millions of messaging-app users, without being blocked by platform-level restrictions.
- For stakeholders in AI and tech regulation: The outcome will likely shape how AI integration is regulated in dominant platforms, influencing legal precedents and guidelines around consumer protection, fair competition, and data use.
Conclusion
The planned EU antitrust probe into Meta’s integration of AI inside WhatsApp marks a critical moment in the wider debate about Big Tech’s power and the future of generative AI. At stake is more than just a popular messaging app — regulators are evaluating whether blending core communication tools with AI assistants undermines competition and user choice.
For users, developers, and the AI industry at large, the outcome could redefine how digital platforms evolve. If regulators act to preserve competitive access, we may see a more open, decentralized AI ecosystem. If not, dominant platforms may continue to shape user behavior and control which AI services thrive.
Regardless of the result, this case underscores the growing tension between innovation, convenience, and fair competition in the age of AI.
FAQs
The investigation will assess whether Meta abused its dominant position by embedding its own AI assistant inside WhatsApp — potentially limiting competition by excluding rival AI services and steering users towards Meta AI.
Yes. If regulators rule against Meta, the company may be forced to allow third-party AI tools within WhatsApp or offer users the option to choose between different AI assistants — opening the door for independent developers.
Potentially. If changes are mandated, users might see new settings to disable AI integration, or be offered a choice of chatbot services rather than being tied solely to Meta AI.
Disclaimer:
The content shared by Meyka AI PTY LTD is solely for research and informational purposes. Meyka is not a financial advisory service, and the information provided should not be considered investment or trading advice.
