WhatsApp AI bot lands Meta in hot waters with Italian watchdog

Meta has landed in legal trouble in Italy as an antitrust watchdog has launched an investigation over the allegation of installing AI chatbot on WhatsApp.

According to Italian antitrust officials, Meta may have violated European Union competition laws by integrating its AI assistant into WhatsApp. The concern stems from the installation of the bot in a prominent position on the main screen and within the search bar without the consent of the user.

The authorities further believe that this roll-out could give Meta an unfair advantage in the AI market by imposing the services rather than competing on merit. Consequently, the edge will stifle the competition as the WhatsApp users might become “locked in” or dependent on Meta AI for every function.

The authority said: “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.”

The authority known as Italian Competition Authority (AGCM) said it is working “in close cooperation with the relevant offices of the European Commission.”

The response of Meta

Meta spokesperson has affirmed its cooperation with the Rome-based authority and shed light on the benefits of Meta AI.

The spokesperson issued a statement: “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 tech companies that violate the EU rules by leveraging its global dominant position are penalized with 10% of their worldwide turnover.

The Facebook owner Meta launched Meta AI through WhatsApp in March 2025, providing virtual assistant functions and chatbot style responses.