Meta faces probe over WhatsApp AI policy
The European Commission has opened a formal investigation into whether Meta's new policy on AI providers' access to its messaging service WhatsApp breaches EU competition rules.
The technology company’s new policy, announced in October 2025, prohibits AI providers from using a tool allowing businesses to communicate with customers through WhatsApp – the ‘WhatsApp Business Solution' – when AI is the main service offered.
The commission says that businesses can still use AI tools for ancillary or support functions, such as automated customer support offered through WhatsApp.
The EU body is concerned that the Meta policy may prevent third-party AI providers from offering their services through WhatsApp in the European Economic Area (EEA).
Communicating with customers
WhatsApp enables users to exchange text messages, voice notes, photos, videos, and documents, and make voice and video calls.
WhatsApp also allows businesses to communicate with their customers through the platform, and several AI providers offer access to their AI assistants through the service.
The commission says that it understands that Meta will implement the new policy through an update to WhatsApp terms and conditions for business users.
For AI providers already present on WhatsApp, the update will apply as of 15 January, while for AI providers new to WhatsApp, the update has already been applicable since 15 October.
AI markets ‘booming’
The commission says that the new policy may block competing AI providers from reaching their customers through WhatsApp, while Meta's own AI service ‘Meta AI’ would remain accessible to users on the platform.
The probe will cover the EEA, except for Italy, to avoid an overlap with ongoing proceedings being taken by the Italian competition watchdog.
Competition commissioner Teresa Ribera described AI markets in Europe and globally as “booming”.
"We must ensure 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,” she stated.