The European Commission has launched an investigation into Meta over potential anti-competitive practices related to its policies on the WhatsApp Business Solution tool. This inquiry, initiated under article 102 of the Treaty on the Functioning of the EU (TFEU), stems from Meta’s recent announcement that it would restrict the use of its business communication tool to AI services developed by itself, effectively blocking third-party AI providers. The changes are set to take effect for existing organizations on the platform in January 2026, while already having been implemented for new entrants as of October 2023.
The European Commission expressed concerns that Meta’s updated user terms could hinder businesses from utilizing their own AI chatbots and assistants on WhatsApp, limiting competition and innovation within the rapidly evolving AI landscape. Under the new policy, which will maintain accessibility for Meta’s own Meta AI tool, businesses would still be able to perform customer support functions, but would be barred from deploying competing AI technologies.
Teresa Ribera, the Commission’s executive vice-president for clean, just and competitive transition, indicated that this move is a response to the burgeoning AI markets across Europe. “We must ensure European citizens and businesses can benefit fully from this technological revolution and act to prevent dominant digital incumbents from abusing their power to crowd out innovative competitors,” she stated. The investigation will cover the entire European Economic Area, except for Italy, where a national competition authority is already reviewing Meta’s AI policies.
The Commission has prioritized this investigation and Ribera mentioned that it could introduce interim measures if necessary before the January 2026 deadline. In response, a spokesperson for WhatsApp called the claims “baseless,” explaining that the restrictions are a necessary response to the increased strain that new AI chatbots have placed on WhatsApp’s existing infrastructure.
This investigation falls under broader EU competition laws rather than the EU’s Digital Markets Act (DMA), which has also been employed by the Commission to tackle various competition issues among digital platforms. Recently, the Commission opened three market investigations to assess how DMA obligations should extend to cloud computing services, specifically in regard to whether offerings from Amazon and Microsoft should be classified as “core platform services.” Alongside this, the Commission is pursuing several compliance enforcement investigations under the DMA, amid ongoing legal challenges in EU courts.
The scrutiny of Meta’s policies reflects increasing regulatory pressures on tech giants in Europe, particularly as the EU seeks to maintain a competitive digital marketplace amid rapid technological advancements. As AI technologies continue to proliferate, the Commission’s investigation underscores the delicate balance between fostering innovation and preventing monopolistic behaviors among dominant market players.
Looking ahead, the outcome of this investigation could have significant implications for Meta as well as other tech firms operating within Europe. How regulators choose to define and enforce competition in the face of evolving technologies will likely shape the future of AI service offerings across various platforms, influencing both consumer choices and business strategies in the continent.
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