Rome — Italy’s antitrust authority said Wednesday it may impose interim measures on Meta Platforms Inc., widening a probe into whether the US tech giant abused its dominant position by restricting rival AI chatbots from operating on WhatsApp, the company’s popular messaging service.
The investigation highlights intensifying scrutiny of Big Tech’s expansion into generative artificial intelligence, as widely used platforms like WhatsApp become gateways for new services that could reshape digital markets.
Italy’s Autorità Garante della Concorrenza e del Mercato, or AGCM, announced it was extending an inquiry it first opened in July to cover WhatsApp’s updated business platform terms and newly added AI chatbot tools.
The authority said it has initiated a procedure to consider interim measures that could suspend the new terms and limit further integration of Meta AI into WhatsApp while the probe continues.
AGCM cited concerns that the updated terms could prevent competitors from reaching WhatsApp’s more than 37 million users in Italy and distort competition in AI chatbot services.
Meta, which also owns Facebook and Instagram, has repeatedly faced regulatory scrutiny in Europe over data privacy, market dominance, and its treatment of rivals. The company rejected the claims, with a WhatsApp spokesperson saying the allegations were “unfounded.”
“We strongly reject these unfounded claims,” the spokesperson said. “The WhatsApp API business interface was never designed to be used for AI chatbots, and doing so would place severe strain on our systems.”
Under the updated terms, companies that offer AI services as their primary feature are prohibited from using WhatsApp Business Solution. The rules take immediate effect for new entrants and will apply to existing firms from January 15, 2026.
Legal experts said the case could signal a new phase in European oversight of AI integration in consumer platforms.
“Regulators are increasingly cautious about tech companies using dominant platforms to favor their own AI services,” said Lucia Romano, a competition law scholar at the University of Milan.
“WhatsApp is not just a messaging app in Italy it’s a critical infrastructure for businesses. Restricting access could significantly shape market dynamics.”
Marco Bianchi, a technology analyst based in Rome, noted that the decision could have implications beyond Italy.
“If AGCM imposes interim measures, other European regulators might follow suit, particularly in countries where WhatsApp has similar market penetration,” he said.
“This could impact the rollout of AI features and the competitive landscape for chatbot developers.”
Industry observers have also highlighted that consumer habits give large platforms an advantage.
“Switching messaging apps is inconvenient for most users,” said Alessandro Rossi, founder of a Milan based AI startup.
“If Meta restricts thirdvparty AI on WhatsApp, competitors face both technological and behavioral barriers.”
WhatsApp claims over 2 billion global users, with more than 37 million in Italy alone. By comparison, Telegram has roughly 10 million users in the country, and Signal counts fewer than 5 million.
Such dominance gives Meta considerable influence over the distribution of new digital services, including AI chatbots, according to AGCM.
The watchdog previously alleged that Meta’s integration of its AI assistant into WhatsApp could disadvantage competitors without explicit user consent.
The updated terms appear to formalize restrictions on third party AI applications, raising concerns about anti competitive practices in the fast growing AI market.
Small business owners who rely on WhatsApp for customer communications expressed mixed views.
“I use WhatsApp to manage orders and respond to clients quickly,” said Sofia Conti, owner of a boutique in Florence. “If AI tools are blocked, it might make my operations slower. On the other hand, I don’t want my customers’ data misused.”
Meanwhile, AI developers said they feared losing access to a critical platform. “WhatsApp is one of the few apps where you can reach a massive audience easily,” said Luca Ferraro, CEO of an AI startup in Rome.
“Limiting access to AI features could stifle innovation and harm small companies trying to compete.” The AGCM has not yet announced a timeline for its decision on interim measures.
Observers say any restrictions could influence the pace and scope of Meta’s AI deployments across Europe.
Analysts also note that a prolonged investigation could prompt Meta to adjust its business platform policies to avoid regulatory penalties.
European regulators are increasingly scrutinizing how tech giants integrate AI into widely used services.
This Italian probe comes amid broader EU discussions about digital market rules and AI governance, including the proposed AI Act, which aims to regulate high risk AI systems.
Italy’s widening probe into Meta’s WhatsApp AI integration underscores growing concerns over competition in digital services and the potential for dominant platforms to favor their own AI tools.
With millions of users relying on WhatsApp for daily communications, the outcome of the investigation may have lasting effects on both the AI ecosystem and European digital market oversight.
