European Commission investigates Meta's access policy for WhatsApp AI providers

The European Commission (EC) has launched a formal inquiry into Meta's latest policy regarding AI providers using WhatsApp, assessing whether it aligns with EU competition regulations. Introduced in October 2025, the policy prevents AI companies from accessing WhatsApps Business Solution if AI is their main product or service, though they can still utilize AI for support tasks like automated customer assistance.

The EC noted that this rule could limit third-party AI providers from delivering their services to users within the European Economic Area (EEA). Italy is not included in this review, as its national authority is conducting a separate investigation.

Metas policy took effect for new AI providers on 15 October 2025, and will apply to existing providers from 15 January 2026. The companys own AI tool, Meta AI, will continue to be available on WhatsApp. Businesses use WhatsApp to communicate with customers, and some AI providers use it to power features like content generation and question-answering through conversational AI.

The EC expressed concerns that Metas updated terms might prevent competitors from reaching WhatsApp users. Teresa Ribera, EC Executive Vice-President for a Clean, Just, and Competitive Transition, said, AI markets are rapidly expanding in Europe and globally. We must ensure citizens and businesses can fully benefit from this technological shift while preventing dominant digital companies from blocking innovative competitors. This is why we are examining whether Metas new rules might breach competition laws and whether urgent action is needed to avoid irreversible harm to competition in the AI sector.

This antitrust investigation forms part of the ECs broader AI market oversight, which follows a market consultation from January 2024 and a policy paper published in September 2024. The Commission emphasized that opening an inquiry does not imply any predetermined conclusion. The probe will determine if Metas actions constitute an abuse of a dominant position under Article 102 of the Treaty on the Functioning of the European Union and Article 54 of the EEA Agreement.

There is no fixed timeline for the investigation; its duration will depend on the complexity of the case, the cooperation of Meta, and the rights exercised by parties involved.

Analysis: EC Launches Formal Inquiry into Meta's AI Policy

The European Commission has initiated a formal investigation into Meta's restriction on AI providers using WhatsApp's Business Solution. The policy, effective for new providers since 15 October 2025 and for existing ones from 15 January 2026, prohibits AI companies whose main offering is AI from accessing the platform, while allowing AI for support functions.

This move raises concerns about potential limitations on third-party AI services reaching users within the European Economic Area, with Italy conducting a separate national investigation. The EC is assessing whether Meta's rules could constitute an abuse of a dominant market position under EU and EEA competition law.

Meta's own AI, Meta AI, remains available on WhatsApp, highlighting the EC's focus on ensuring fair competition rather than restricting AI usage itself. The inquiry is part of broader European oversight of AI markets, following consultations and policy guidance issued since 2024. No conclusions have been drawn yet, and the investigation's timeline will depend on the complexity of the case and cooperation from all parties.

Sources:

• EC investigates Meta over WhatsApp AI provider access policy