Italy’s antitrust regulator, AGCM, has opened a formal investigation into Meta Platforms over allegations of anti-competitive practices tied to the integration of its artificial intelligence tool, Meta AI, into WhatsApp.
The watchdog said Meta may have violated European Union competition rules by installing the AI assistant without users’ explicit consent, potentially disadvantaging rival services and consolidating its market dominance unfairly.
Meta AI, which offers chatbot-style responses and virtual assistant features, has been integrated into WhatsApp’s search bar since March 2025. The regulator expressed concern that this pairing may not be based on fair competition but rather on Meta’s ability to leverage its dominant position to push users toward its own AI offerings. This could limit consumer choice and stifle growth opportunities for competing platforms in the rapidly evolving AI sector.
In response, Meta confirmed it was cooperating with the Italian regulator, stating that the integration of AI into WhatsApp enhances user experience by offering free and familiar access to AI-powered features. “Offering free access to our AI features in WhatsApp gives millions of Italians the choice to use AI in a place they already know, trust, and understand,” a Meta spokesperson said via email.
The investigation, carried out in collaboration with the European Commission and supported by Italy’s tax police antitrust unit, could result in severe penalties if Meta is found guilty of breaching EU competition laws. Companies found abusing a dominant position face fines of up to 10% of their global revenue. The outcome of this case could have far-reaching implications for the regulation of AI tools within dominant digital platforms across Europe.