Italy’s antitrust authority has launched a formal investigation into Meta Platforms Inc. over its integration of an artificial intelligence assistant into WhatsApp without prior user consent. The regulator alleges that Meta may have abused its dominant market position by embedding the tool directly into the app’s interface, potentially violating European Union competition laws.
The AI tool, known as Meta AI, has been part of WhatsApp’s features since March 2025. It functions as a virtual assistant capable of generating chatbot-style responses and handling user queries. According to the watchdog, its inclusion in the app’s search bar may have been done without giving users the option to opt out or choose alternative services.
Officials argue that this move could unfairly influence user behavior, nudging them toward using Meta’s proprietary AI services over those of competitors. This could result in reduced competition in the growing market for AI-powered chat tools and create a walled garden effect, locking users into Meta’s ecosystem.
At the time of reporting, Meta’s Italian representatives had not issued a public response to the allegations. The investigation marks another chapter in the ongoing scrutiny of Big Tech companies in Europe, particularly in relation to data privacy, market dominance, and AI integration practices.
The outcome of this probe could set a precedent for how AI tools are integrated into messaging platforms across Europe. It also signals a broader regulatory push to ensure tech giants remain transparent and accountable when deploying new technologies that directly impact user choice and market fairness.
Source: Reuters