Italian Authority Investigates Meta for WhatsApp AI Practices

The Italian antitrust authority, known as the Autorità Garante della Concorrenza e del Mercato (AGCM), has initiated an investigation into Meta over allegations of violating European Union competition laws. This inquiry centres on claims that Meta is effectively compelling users of its messaging service, WhatsApp, to utilize its artificial intelligence (AI) tools, potentially abusing its dominant market position.

According to AGCM, the investigation began after the authority received reports indicating that Meta plans to pre-install its AI chatbot on the WhatsApp platform starting from March 2025. The watchdog contends that this move could force users to engage with Meta’s AI services, which raises significant concerns about fair competition in the digital marketplace.

The AGCM stated, “In doing so, Meta may be ‘imposing’ the use of its chatbot and AI assistance services on its users.” By intertwining Meta AI with WhatsApp, the company appears to be steering users towards its AI offerings, which could contravene EU regulations designed to promote competition.

Insights from the Investigation

In a statement regarding the investigation, AGCM expressed concerns that Meta’s integration of its AI tools within WhatsApp may constitute an unfair business practice. The authority’s inspections at Meta’s offices in Italy underscore the seriousness of these allegations.

The scrutiny of Meta’s AI practices is not confined to Italy. The Irish data protection authority is also examining the company’s use of customer data in connection with its AI models. Earlier this year, Meta launched its AI services in Europe, following delays attributed to “regulatory uncertainty.”

The European Commission, the executive arm of the EU, has been closely monitoring Meta’s actions, having initiated an inquiry in March 2023 to determine if Meta’s AI services fall under the purview of the Digital Services Act (DSA). This act aims to regulate digital platforms and ensure user safety and fair competition.

Meta’s Dominance in the Market

Meta, which owns major social media and messaging platforms, including Facebook, Instagram, and Messenger, holds a significant share of the app-based communication services market. The company’s integration of AI tools has drawn attention in various European capitals, with policymakers increasingly concerned about the implications for consumer choice and market competition.

As the investigation unfolds, AGCM’s findings could have far-reaching implications for Meta’s operations not only in Italy but across the European Union. With increasing regulatory scrutiny, the tech giant may need to reassess its strategies to comply with evolving competition laws.

The ongoing situation serves as a reminder of the delicate balance between innovation in technology and the necessity for fair competition in the marketplace. As authorities continue to investigate, the outcome will likely influence how AI tools are integrated into popular platforms like WhatsApp and beyond.