Italy’s antitrust authority has launched an investigation into Meta Platforms over claims the company forced its AI tool onto WhatsApp users without consent.
The watchdog, AGCM, said Meta may have violated EU competition rules by pairing its Meta AI assistant with WhatsApp, giving the tech giant an unfair edge over rivals.
Meta AI was added to WhatsApp’s search bar in March 2025. While the company says the tool enhances user experience, regulators say the move could limit user choice and hurt smaller AI competitors.
“By pairing Meta AI with WhatsApp, Meta appears to steer users toward its own services—not through fair competition, but by bundling separate products,” the AGCM stated.
In response, a Meta spokesperson said, “Offering free access to our AI features in WhatsApp gives millions of Italians the choice to use AI in a place they already know, trust and understand.” The company added it is cooperating fully with the Rome-based authority.
The investigation was carried out in coordination with the European Commission. Italy’s tax police assisted with checks at Meta’s local offices.
If found guilty of abusing its dominant market position, Meta could face fines of up to 10% of its global revenue under EU law.
Regulators say bundling services without clear user consent could lock people into one platform and block other companies from fair access to the AI market.
