EU to Launch Antitrust Probe into Meta’s WhatsApp AI Integration
Brussels is preparing to open a fresh antitrust investigation into Meta Platforms over the rollout of artificial intelligence features within WhatsApp, the Financial Times reported on Thursday. The move signals mounting regulatory scrutiny of how major technology firms deploy generative AI tools on their platforms.
Commission Targets Meta’s AI Expansion
According to the report, the European Commission plans to investigate how the California-based company integrated its Meta AI system into WhatsApp earlier this year. Two officials cited by the newspaper said the probe would assess whether Meta’s approach could breach EU competition rules.
Meta AI, a virtual assistant and chatbot, has been embedded in WhatsApp’s interface since March 2025 across European markets. The feature allows users to interact with AI directly within the messaging platform, raising questions about fair competition and data handling.
Parallel Investigations Across Europe
Meta told Reuters it had not received formal notification from the European Commission and referred to an earlier statement issued during an ongoing Italian investigation, which it described as “unfounded.”
Italy’s antitrust regulator opened its own inquiry in July, examining allegations that Meta exploited its market dominance by incorporating AI tools into WhatsApp. The Italian watchdog widened the investigation in November to explore whether the company had restricted access for rival AI chatbots, potentially reinforcing its control over the platform.
The European Commission is expected to confirm the new probe in the coming days, though the timing could still shift. The FT reported that the investigation will proceed under standard EU antitrust procedures, rather than the bloc’s recently enacted Digital Markets Act (DMA). The DMA is currently being used to assess the practices of other major firms, including Amazon and Microsoft, over possible competitive restrictions in their cloud and digital services.
Growing Pressure on Big Tech’s AI Strategies
If confirmed, the case would mark another step in Europe’s intensifying efforts to regulate the integration of AI technologies into widely used online services. Brussels has already moved to limit the market power of Big Tech firms under the DMA, but this latest action underscores the Commission’s willingness to use traditional competition tools to address emerging AI-related concerns.
The European Commission did not immediately respond to a Reuters request for comment and also declined to comment to the Financial Times.
with inputs from Reuters
