Italian regulators have opened a probe into Meta for potential breaches of European Union competition laws following the rollout of its artificial intelligence tool, Meta AI, within the WhatsApp messaging app.
In a statement on Wednesday, Italy’s antitrust authority said the investigation centers on whether Meta exploited its dominant position by integrating its AI assistant into WhatsApp without providing users with a genuine choice.
“In March 2025, Meta, which holds a dominant position in the consumer communications app market, pre-installed its AI service on WhatsApp,” the statement noted. “This may amount to Meta ‘forcing’ users to utilize its chatbot and AI assistance features.”
The regulator expressed concerns that this strategy could channel WhatsApp’s large user base into the expanding AI services market, not through fair competition, but by preloading the AI tool and restricting user options.
It further explained, “By combining Meta AI with WhatsApp, Meta might be directing its customers into the emerging market not based on competition, but by effectively ‘imposing’ these services on users, potentially disadvantaging rivals.”
Officials also highlighted the risk of user “lock-in,” as the AI’s effectiveness increases with usage, fostering dependence.
On Tuesday, antitrust inspectors, accompanied by Italy’s Financial Police, conducted searches at Meta’s Italian subsidiary offices as part of the inquiry. The investigation is being coordinated with the relevant European Commission departments.
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