TL;DR
Italy's competition regulator has told Meta to suspend a rule that would stop third-party, general-purpose AI chatbots from being offered via WhatsApp's business API. The move follows an expanded probe into whether Meta abused its dominant position; the European Commission is also investigating the policy's EEA impact.
What happened
Italy's Competition Authority (AGCM) instructed Meta to suspend a change to WhatsApp’s business API policy that would prohibit general-purpose AI chatbots from being distributed through the messaging app. The regulator said its ongoing investigation found sufficient grounds to suspect the policy could amount to an abuse of market dominance by limiting production, access, or technical development in the AI chatbot market and risk causing serious, potentially irreparable harm to competition. The AGCM widened an existing inquiry in November after Meta revised the API rules in October. Meta contends the API was not intended as a distribution channel for chatbots and has argued users have other ways to access third-party AI services. The policy — set to take effect in January — would block consumer-facing bots like ChatGPT or Claude but would not bar businesses from using AI for customer service on WhatsApp. The European Commission has opened a related probe for the EEA.
Why it matters
- A suspension could preserve access to WhatsApp as a distribution channel for third-party AI chatbots, affecting competition dynamics in conversational AI.
- If regulators find misconduct, it could set precedent for how dominant platforms manage access for rival AI services.
- Decisions here may influence where developers deploy AI chatbots and how messaging platforms shape third-party integrations.
- Parallel scrutiny from national and EU authorities increases the regulatory pressure on large platforms over API policies.
Key facts
- The Italian Competition Authority (AGCM) ordered Meta to suspend the policy change barring general-purpose chatbots from WhatsApp’s business API.
- AGCM said the policy could limit production, market access, or technical development in the AI chatbot services market and risk serious irreparable harm to competition.
- The regulator expanded its probe in November after Meta revised the API rules in October.
- Meta’s policy change is scheduled to take effect in January and would prevent distribution of general-purpose chatbots over the API.
- The rule exempts AI used by businesses for customer service; it targets consumer-facing chatbots such as ChatGPT or Claude.
- Companies named as potentially affected include OpenAI, Perplexity, and Poke.
- The European Commission has launched a separate investigation into whether the policy blocks third-party AI providers from offering services via WhatsApp across the EEA.
- Meta told regulators its business API was not designed as a chatbot distribution platform and said users have other channels to access third-party AI bots.
- Meta did not immediately respond to requests for comment.
What to watch next
- Outcome of the AGCM’s ongoing investigation and whether the suspension becomes permanent or is lifted.
- Findings and potential enforcement actions from the European Commission’s probe into the policy’s impact in the EEA.
- not confirmed in the source: Whether Meta will revise the API policy to allow limited third-party chatbot distribution.
- not confirmed in the source: How affected AI firms (OpenAI, Perplexity, Poke) will change their deployment strategies for WhatsApp users.
Quick glossary
- WhatsApp Business API: A set of application programming interfaces that allows companies to integrate WhatsApp messaging into their customer communications and services.
- General-purpose AI chatbot: An AI system designed to carry out open-ended conversational tasks for end users, rather than narrowly scoped customer service automation.
- Competition authority: A government agency that enforces laws to promote competition and prevent anti-competitive practices by firms.
- European Economic Area (EEA): A region that includes EU member states plus some additional countries, allowing participation in the single market for goods, services, capital and people.
Reader FAQ
Why did Italy tell Meta to suspend the policy?
The AGCM said its investigation found sufficient reason to suspect the rule could amount to an abuse of Meta’s dominant position and risk serious harm to competition.
Does the policy block all AI on WhatsApp?
No. The ban targets general-purpose consumer-facing chatbots; businesses using AI for customer service through the API are not barred.
Which companies would be affected by the rule?
The source names OpenAI, Perplexity, and Poke as examples of providers whose bots could be impacted.
Has Meta responded to the order?
Meta did not immediately respond to a request for comment, according to the source.
Will this decision apply across the EU?
not confirmed in the source
IN BRIEF Posted: 6:40 AM PST · December 24, 2025 IMAGE CREDITS: AYTAC UNAL/ANADOLU AGENCY / GETTY IMAGES Ram Iyer Italy tells Meta to suspend its policy that bans rival…
Sources
- Italy tells Meta to suspend its policy that bans rival AI chatbots from WhatsApp
- Italy Watchdog Orders Meta to Allow Rival AI Chatbots in …
- Italy Orders Meta to Halt WhatsApp Terms Blocking Rival AI …
- Rome pushes Meta to allow other AIs on WhatsApp
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