Meta Under EU's New Antitrust Investigation Over Its AI Policy on WhatsApp — And Potentially Beyond

The European Commission has launched a formal antitrust investigation into Meta over concerns that its new policy governing AI providers' access to WhatsApp may violate EU competition rules. The probe marks the latest escalation in Brussels' broader regulatory campaign targeting U.S. tech giants as the bloc seeks to prevent dominant platforms from constraining emerging AI competitors.

Meta's policy, announced in October 2025, prohibits third-party AI providers from using the WhatsApp Business Solution when AI is the primary service they offer. While businesses may still deploy AI for ancillary functions such as automated customer support, regulators fear the restrictions could effectively block rival AI assistants from reaching users through WhatsApp across the European Economic Area (EEA). The changes have already applied to new AI providers since October 15, 2025, and will extend to existing providers starting January 15, 2026.

The Commission said the new limitations may unfairly benefit Meta's own conversational assistant, Meta AI, which has been integrated into WhatsApp across European markets since March. If confirmed, the conduct could constitute an abuse of dominant position under Article 102 of the Treaty on the Functioning of the European Union and Article 54 of the EEA Agreement.

Italy is excluded from the EU-level investigation to avoid overlap with its own antitrust proceedings, which were expanded in November to examine whether Meta also blocked rival AI chatbots from the platform.

Meta rejected the allegations, calling them "baseless" and arguing that WhatsApp's API was never designed to support third-party chatbot traffic, which it says strains its systems. The company added that AI markets remain highly competitive, with consumers able to access alternative services through app stores, search engines, operating systems, and other channels.

The case follows recent high-profile EU enforcement actions, including multibillion-euro fines against Google, as well as penalties for Apple and Meta for breaching consumer-data and anti-steering obligations. Under EU rules, fines for antitrust violations can reach up to 10% of a company's global annual revenue.

The Commission said it will prioritize its in-depth review but did not provide a timeline. "We must ensure that European citizens and businesses can benefit fully from this technological revolution and act to prevent dominant digital incumbents from abusing their power to crowd out innovative competitors," said EU competition chief Teresa Ribera.

The probe comes against a backdrop of growing transatlantic tension over Europe's aggressive regulatory posture. U.S. President Donald Trump has repeatedly criticized EU fines and investigations targeting American tech firms, warning of potential retaliatory measures.

The investigation forms part of the EU's broader scrutiny of fast-developing AI markets, following consultations launched in 2024 and ongoing assessments under both traditional antitrust rules and newer frameworks such as the Digital Markets Act.