Italy expands competition probe into Meta AI and WhatsApp integration

Italy’s antitrust regulator has widened its investigation into Meta Platforms after identifying new concerns linked to the company’s artificial intelligence tools on WhatsApp.

The latest move shifts the case beyond the original scope set earlier this year, focusing on how Meta’s updated WhatsApp Business Solution terms and its expanded AI features might influence competition in the fast-growing chatbot sector.

The authority, known as AGCM, confirmed that it is examining whether these new elements introduced on 15 October could alter market conditions for AI services.

It is also considering interim measures that may be applied while the investigation continues.

The widened scope reflects the regulator’s view that changes to WhatsApp could shape access, development, and the behaviour of the broader AI chatbot market.

AGCM noted that the rapid expansion of AI tools within mainstream apps increases the need for closer scrutiny, especially as these systems become a common entry point for businesses and consumers engaging with automated services.

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.