EU Probes Meta Over WhatsApp AI Policy
- European regulators have opened an antitrust investigation into Meta Platforms over its plans to restrict rival AI services on WhatsApp.
- The probe could lead to interim measures halting Meta’s rollout of new features, reflecting the EU’s increasingly strict stance on Big Tech.
- Smaller AI developers have raised concerns that the policy would block innovation and limit consumer choice.
Investigation and Regulatory Context
The European Commission announced the inquiry on Thursday, focusing on Meta’s policy that may prevent competing AI providers from accessing WhatsApp. Regulators argue the move could unfairly boost Meta’s own AI assistant, integrated into the platform earlier this year. Antitrust chief Teresa Ribera said the investigation aims to stop dominant firms from crowding out competitors. She added that temporary measures could be imposed to prevent harm to competition in the fast-growing AI market.
Meta faces criticism from smaller AI firms that rely on WhatsApp as a key channel to reach users. California-based Interaction Company, developer of Poke.com, warned that millions of consumers could lose access to innovative assistants. Spanish startup Luzia, with more than 85 million users worldwide, also complained that the policy would close off vital discovery pathways. A WhatsApp spokesperson rejected the claims as baseless, arguing that external chatbots strain systems not designed to support them.
Broader Implications and Parallel Actions
Meta risks fines of up to 10% of its global annual turnover if found guilty of violating EU competition rules. Italy’s antitrust authority has launched a parallel investigation into whether Meta abused its dominance by integrating its AI tool into WhatsApp and blocking rivals. The EU’s probe is being conducted under traditional antitrust rules, separate from the bloc’s Digital Markets Act, which is currently applied to Amazon and Microsoft’s cloud services. Europe’s tougher regulatory approach contrasts with more lenient U.S. oversight, sparking tensions between regulators and American tech giants.
The EU was the first jurisdiction to establish a comprehensive legal framework for AI through the AI Act, setting rules for high-risk applications. Analysts note that the case highlights how competition law is being used to address emerging challenges in AI markets. Meta AI has been available in WhatsApp across Europe since March, but the new policy set to take effect in January 2026 could block rivals entirely. The investigation underscores Europe’s determination to ensure that rapid AI growth does not come at the expense of fair competition and consumer choice.
