TL;DR
WhatsApp has told AI providers they may continue offering general-purpose chatbots to users with Brazilian phone numbers, days after Brazil’s competition regulator ordered a pause on the company’s new restriction. The move follows a similar temporary exemption for Italy and comes amid separate EU and Brazilian probes into whether the rules disadvantage competitors.
What happened
WhatsApp introduced a policy that blocks third-party, general-purpose chatbots from operating on its platform via the WhatsApp Business API and provided a 90-day compliance window beginning January 15. Under the policy developers were to stop responding to users and inform them that chatbots would no longer function on the app. A notice seen by TechCrunch shows Meta told developers they do not need to apply the cease-and-notify requirement to messages sent to Brazilian telephone numbers (country code +55), effectively allowing chatbot services to remain available to Brazilian users. The policy affects general-purpose bots such as ChatGPT and Grok but does not prevent businesses from using bots for customer service. Brazil’s competition authority said it would probe whether Meta’s terms unfairly favor Meta AI. WhatsApp did not immediately respond to a request for comment.
Why it matters
- Regulatory pressure has produced territorial carve-outs that could shape how global platforms enforce platform rules.
- Allowing chatbots to keep operating for Brazilian numbers preserves market access for AI providers in a large national market.
- Brazil’s inquiry into exclusionary practices could influence future enforcement and platform policy design.
- Similar exemptions in Italy and ongoing EU scrutiny indicate the policy may face further legal and regulatory challenges.
Key facts
- The policy bars third-party, general-purpose chatbots from being offered on WhatsApp via its Business API.
- WhatsApp provided a 90-day grace period starting January 15; developers were initially required to stop responding and notify users.
- Meta informed developers that those stop-and-notify requirements do not apply to people with Brazil country code (+55), per a notice seen by TechCrunch.
- WhatsApp said the rules do not prevent businesses from using automated tools for customer service on the platform.
- Brazil’s competition agency (CADE) said it will investigate whether Meta’s terms are exclusionary and favor Meta AI.
- Meta previously offered a similar exemption for users in Italy after that country’s competition authority challenged the policy.
- The European Union has opened an antitrust investigation into WhatsApp’s new rules.
- Meta has argued the emergence of AI chatbots on the Business API has strained systems not designed for that use and suggested other distribution routes for AI companies.
- WhatsApp did not immediately reply to a request for comment about the Brazil exemption.
What to watch next
- Outcome of Brazil’s competition authority (CADE) investigation into whether the policy is exclusionary.
- Developments in the EU antitrust probe examining the same WhatsApp rules.
- Whether WhatsApp will announce similar carve-outs or rework the policy beyond the Italy and Brazil exemptions (not confirmed in the source).
- Any public response or clarification from WhatsApp/Meta about the scope and duration of the Brazil exemption.
Quick glossary
- WhatsApp Business API: A developer-facing interface that allows companies and third parties to integrate messaging features and automated responses into WhatsApp at scale.
- General-purpose chatbot: An AI-driven conversational system designed to answer a wide range of user queries rather than being restricted to specific customer-service tasks.
- Competition agency (CADE): Brazil’s regulatory authority responsible for enforcing antitrust rules and evaluating whether commercial practices harm competition.
- Country code (+55): The international dialing code used to identify telephone numbers registered in Brazil.
- Antitrust/antitrust probe: A legal investigation into whether a company’s behavior unfairly restricts competition or creates an undue advantage in the market.
Reader FAQ
Is Brazil exempt from WhatsApp’s chatbot ban?
According to a notice seen by TechCrunch, Meta told developers they do not need to cease chatbot messaging or notify users with Brazilian (+55) phone numbers.
When does the new WhatsApp policy take effect?
The policy went into effect on the date reported, with WhatsApp providing a 90-day grace period beginning January 15, per the source.
Does the policy stop businesses from using bots for customer support?
No. The policy does not prevent businesses from providing customer service via bots on WhatsApp, according to the source.
Will Brazil’s competition agency investigate?
Yes. Brazil’s competition agency said it will investigate whether Meta’s terms are exclusionary and unduly favor Meta AI.
WhatsApp is allowing AI providers to continue offering their chatbots to users with Brazilian phone numbers, days after the country’s competition regulator ordered the company to suspend its new policy…
Sources
- After Italy, WhatsApp excludes Brazil from rival chatbot ban
- Brazil orders Meta to suspend policy banning third-party AI …
- Brazil's CADE Halts WhatsApp AI Policy and Opens …
- Brazil's competition regulator is investigating WhatsApp's …
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