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The European Commission has launched an investigation into WhatsApp after Meta introduced a policy that blocks third-party AI providers from using WhatsApp business tools to interact with users. The move raises fresh questions about competition, platform control, and the future of AI chat integrations on one of the world’s most popular messaging apps.
Why Brussels is watching WhatsApp
At first glance the issue is straightforward: Meta owns WhatsApp and also promotes its own Meta AI across its apps. Previously, external AI firms could plug chatbots into WhatsApp business workflows. Meta’s recent policy change, however, forbids third-party AI providers from using WhatsApp business tools “when AI is the primary service offered.” That effectively excludes competing chatbot services from the platform.
What changes on January 15 — and who loses access?
From January 15, businesses that relied on third-party AI chatbots to power customer-facing services on WhatsApp will face restrictions. Meta’s policy still allows the use of AI for secondary or support roles — for example, automated ticket routing or basic customer support — but disallows AI as the main offering.
- Third-party AI chatbots that act as the primary service will no longer be able to use WhatsApp Business tools.
- Businesses can continue to use AI for ancillary tasks, but core chatbot experiences are at risk.
- Consumers may notice fewer non-Meta bot options inside WhatsApp conversations.
What the European Commission is investigating
The European Commission says it will probe whether Meta’s policy could amount to an abuse of a dominant position — a breach of EU competition rules. If the investigation finds that Meta is deliberately blocking rivals to secure an unfair advantage for Meta AI, regulators could take action. The exact duration of the probe is unclear, but it signals Brussels’ growing scrutiny of platform gatekeeping and AI competition.
What this means for businesses and users
For businesses, the policy forces a reassessment of chatbot strategies and vendor choices. Companies that built customer interactions around third-party AI may need to adapt quickly or risk losing functionality. For users, the practical impact depends on how many services switch to Meta AI or move off WhatsApp entirely. The situation also raises a broader question: should a platform that hosts billions of users favor its own AI over independent innovation?
Why it matters
Imagine a future where a handful of platform owners decide which AI services can reach users. That prospect is exactly what competition regulators want to avoid. This investigation could set an important precedent about how far dominant platforms can go in privileging in-house AI without running afoul of antitrust rules.
We will continue following developments and report on any major milestones from the European Commission’s probe.
Source: gsmarena
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