EU opens antitrust investigation into Meta’s integration of AI features in WhatsApp

The European Commission has launched an antitrust investigation into Meta’s rollout of AI-assisted features within WhatsApp, examining whether updated access conditions restrict competition in the rapidly growing market for conversational tools. The inquiry focuses on whether embedding Meta AI directly into one of Europe’s most widely used messaging platforms creates obstacles for rival providers seeking to offer similar services.

Regulators argue that scrutiny is necessary as generative AI becomes a core component of communications infrastructure, shaping how users interact with digital services. The case follows concerns raised earlier in 2025, when Meta introduced its AI assistant across WhatsApp in Europe. Competition authorities are now analysing whether external AI developers faced barriers that could limit their ability to reach users through the platform.

Meta denies the allegations, stating that users retain access to competing AI services through other digital channels and that the integration does not impede market entry. Italy opened a related proceeding in July and expanded it in November, examining claims that competing chatbots experienced reduced visibility or access. Authorities there warn that dominant messaging platforms may be able to influence adjacent markets as AI services become more embedded in daily communication.

The European Commission confirmed that the inquiry will proceed under traditional antitrust rules rather than the Digital Markets Act, noting that the case hinges on potential exclusionary behaviour rather than gatekeeper obligations. Investigators aim to understand how the integration of AI assistants into messaging ecosystems affects competitive dynamics and whether additional safeguards are needed as these technologies evolve.