Meta faces EU antitrust action over AI exclusivity on WhatsApp

European Union competition regulators have taken formal action against Meta Platforms over changes to how artificial intelligence operates on WhatsApp, raising concerns about restricted access for rival AI providers.

The move signals growing regulatory pressure on large tech firms as AI tools become embedded in dominant digital platforms.

At issue is whether Meta’s control over WhatsApp is being used to favour its own AI services, potentially shaping the market before rival products can gain traction.

The European Commission, which acts as the EU’s antitrust watchdog, said on Monday that it has charged Meta with breaching competition rules.

The action follows a policy change that took effect earlier this year and altered how AI assistants are allowed to function within WhatsApp.

WhatsApp AI policy under review

The case centres on a policy Meta implemented on January 15 that allows only its own AI assistant, Meta AI, to operate on WhatsApp.

Other artificial intelligence services are blocked from offering similar assistant functions within the messaging app.

EU regulators say WhatsApp’s vast user base gives Meta a powerful position in shaping access to new digital services.

By limiting AI assistants to its own product, the Commission believes Meta may be restricting choice and limiting opportunities for rival AI developers to reach users.

The investigation is examining whether this conduct violates EU antitrust rules designed to prevent dominant firms from excluding competitors or favouring their own services within key digital markets.

Commission sends charge sheet

The Commission said it has issued a statement of objections to Meta, formally setting out the allegations and the legal basis for its case.

This document represents the regulator’s preliminary view and allows Meta to review the claims and submit a response.

According to the Commission, the WhatsApp AI policy could risk causing serious and irreparable harm to competition if it remains in place during the investigation.

Regulators are concerned that rival AI providers could be locked out of an important distribution channel.

The EU executive said any final conclusions will depend on Meta’s response and its rights of defence.

Interim measures considered

Alongside the charges, the Commission said it intends to consider interim measures aimed at preventing potential market harm while the investigation is ongoing.

Such measures are typically used when regulators believe competitive damage could occur quickly and be difficult to reverse.

Any decision to impose interim measures will depend on Meta’s reply to the statement of objections.

If adopted, they could require changes to how AI services are allowed to operate on WhatsApp.

AI competition in focus

The case highlights increasing scrutiny of how large technology companies integrate AI into established platforms.

Messaging services like WhatsApp are seen as critical gateways for consumer-facing AI tools, making access rules a key competition issue.

As AI becomes embedded in everyday digital products, EU regulators are signalling that early platform decisions will face closer oversight.