Meta’s WhatsApp AI Policy Faces Scrutiny: A Turning Point for Chatbot Integration?
Brazil’s competition authority, CADE, is set to review Meta’s appeal against an inquiry into WhatsApp’s business terms, specifically those restricting the use of third-party AI providers. This case, sparked by complaints from startups Luzia and Zapia, highlights a growing tension between platform control and open access in the rapidly evolving AI landscape.
The Core of the Dispute: WhatsApp’s New Terms
In October 2025, Meta altered the WhatsApp Business API terms, effectively prohibiting third-party AI companies from offering chatbots through the platform. This move immediately impacted companies like OpenAI, Microsoft, and Perplexity, forcing them to suspend their chatbot services on WhatsApp as of January 15th. Although businesses can still deploy their own chatbots, the restriction on external AI providers has raised concerns about anti-competitive practices.
Global Regulatory Pushback
Brazil isn’t alone in scrutinizing Meta’s policy. The European Union has launched its own antitrust investigation, and Italy has also initiated a probe. The EU investigation, focusing on terms applied from January 2026, centers on whether limiting access for third-party AI assistants breaches EU competition rules. Potential fines for Meta could reach up to 10% of its global revenue if found in violation.
Why This Matters: The Rise of AI-Powered Messaging
The dispute underscores the increasing importance of AI-powered chatbots within messaging platforms. WhatsApp, with its vast user base, functions as a significant gateway for digital services. Restricting access for competitors could strengthen Meta’s position and limit innovation in the AI market. This isn’t just about chatbots; it’s about controlling access to a massive audience and shaping the future of how people interact with AI.
Meta’s Response and Potential Compromises
Meta has demonstrated some flexibility, allowing AI providers to continue offering chatbots to users in Italy despite the new rules. This suggests a willingness to negotiate and potentially adopt a similar approach in Brazil and other regions facing regulatory challenges. The company has yet to publicly comment on the specific CADE appeal.
The Broader Implications for Platform Ecosystems
This case sets a precedent for how platforms will manage AI integration. Will they prioritize control and favor their own AI offerings, or will they embrace open access and foster a competitive ecosystem? The outcome will likely influence similar policies across other messaging platforms and digital ecosystems.
FAQ
Q: What is CADE?
A: CADE is the Administrative Council for Economic Defense, Brazil’s competition authority.
Q: What triggered the investigation?
A: Complaints from AI startups Luzia and Zapia regarding WhatsApp’s new business terms.
Q: What is Meta’s position?
A: Meta has not publicly commented on the CADE appeal but has shown flexibility in Italy.
Q: Could Meta face fines?
A: Yes, the EU could fine Meta up to 10% of its global revenue if found in breach of antitrust rules.
Q: What does this signify for users?
A: It could impact the availability of third-party AI chatbots on WhatsApp.
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