In response to claims that Meta Platforms misused its power by integrating its artificial intelligence tool on the messaging app WhatsApp, Italy’s antitrust body announced on Wednesday that it has opened an investigation into the firm.
According to the watchdog, Meta may have broken EU competition laws by incorporating its Meta AI assistant into WhatsApp without user permission, which might hurt its rivals.
The business claimed that its AI service helped clients and that it was collaborating with the Rome-based authority.
“Millions of Italians now have the option to use AI in a setting they are familiar with, trust, and understand thanks to WhatsApp’s free access to our AI features,” a spokesman said in an email statement.
The AGCM authority claimed to have worked “in close cooperation with the relevant offices of the European Commission” to carry out its actions.
According to the authority, Meta AI, which offers virtual assistant features and chatbot-like responses, has been incorporated into WhatsApp’s interface since March 2025 and was added to the search bar of the program.
According to the regulator, if consumers are unfairly directed toward Meta’s AI services, it may harm rival businesses and lock users into the platform.
“By pairing Meta AI with WhatsApp, Meta appears to be able to steer its user base into the new market not through merit-based competition, but by ‘forcing’ users to accept the availability of two distinct services, potentially harming competing services”, claimed the government agency.
A company that abuses its dominant position in violation of EU competition laws faces penalties of up to 10% of its global revenue.
According to the authority, its officials collaborated with Italy’s tax police and the special antitrust unit to conduct investigations at the headquarters of Meta’s Italian subsidiary.
