Meta Faces Italian Antitrust Scrutiny Over WhatsApp AI Rollout

Italy’s competition watchdog has launched a probe into Meta Platforms, signaling heightened scrutiny of the company’s market power in the European Union. Regulators are investigating whether Meta abused its dominant position with the March 2025 integration of Meta AI into WhatsApp, which remains the country’s most popular messaging service.

The move makes Meta AI a built-in part of WhatsApp’s interface for millions of users, raising new questions about user autonomy and fair competition.

What Are Italian Regulators Investigating?

The Italian Competition Authority (AGCM) alleges that Meta gave WhatsApp users no say in the pre-installed deployment of its AI assistant. Meta AI’s presence in prominent app locations, like the search bar, effectively steers users toward Meta’s own ecosystem, possibly disadvantaging rival AI providers. Users cannot fully remove or disable the feature, even if they do not wish to use it.

Did you know?
The European Union’s antitrust fines can reach up to 10% of a company’s global turnover, amounting to billions for giants like Meta.

Is User Choice at Risk?

European regulators have flagged the pairing of Meta AI with WhatsApp as a potential instance of market “tying.” By leveraging WhatsApp’s strong market position, Meta could drive widespread adoption of its AI not through innovation, but by default placement. This raises concerns about user “lock-in” as the AI assistant becomes more advanced and personalized.

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A Test Case for EU Tech Governance

Inspections at Meta’s Italian offices, conducted with the Financial Police, underline the seriousness of the probe. The investigation is coordinated closely with EU competition officials.

It follows past frictions over Meta’s compliance with the bloc’s Digital Markets Act and disputes about opt-in requirements for AI or personalized ad features.

Potential penalties are steep: breaches of EU antitrust law can cost companies up to 10% of their global turnover. That puts Meta at substantial legal and financial risk if Italy’s regulators and the EU find wrongdoing.

Meta’s Response: Choice or Coercion?

Meta defends its integration, saying that offering AI in WhatsApp is about giving users “free access” to advanced tools in a familiar setting. The company stresses nobody is forced to use Meta AI and that users benefit from smarter chat features. Still, AGCM’s concern is structural: choice must be meaningful, not just available on paper.

Growing EU Pressures on Big Tech

This Italian probe comes as EU regulators ramp up pressure on tech platforms to honor consumer rights and fair market practices.

Meta’s reluctance to sign on to the EU’s voluntary code for general-purpose AI, plus previous showdowns over privacy and consent models, illustrate the shifting regulatory landscape.

This case may set an important precedent for how digital “gatekeepers” can deploy AI and other disruptive features across Europe.

The outcome will help determine whether future AI rollouts require more transparency and user control, reshaping how innovation reaches millions across the continent.